True Complexion Campaign

As part of my diversity and the media module, I was assigned to develop a campaign around a human story issue. I choose colourism in India as I firmly believe this is a significant issue affecting many women worldwide. I created three Instagram posts and three posters and created a social media account supporting my campaign.

Target Audience

The primary target audience for this campaign is women aged between eighteen to twenty-four. This campaign is proposed for customers who use skin-lightening products and individuals against skin lightening products. Women attend school, university, and work between these ages where discrimination and unfair partiality occurs. Women in the United Kingdom with a south Asian background are highly targeted with these derogatory remarks about how dark their skin is. Women are constantly advised to use skin-lightening products and listen to repeated criticisms based upon marriage. This campaign aims to convince 200 consumers of skin-lightening products to discontinue purchasing them as they damage the skin and countless women's mental well-being. In previous years skin lightening products have been rebranded but still hold the same purpose, which is not satisfactory. The change required is to have a new distinct purpose of the product to achieve a different result. The campaign further aims to spread awareness concerning this issue as people that have nevermore endured discrimination against the colour of their skin may not identify or comprehend the concerns with skin-lightening products. 

 Goals

The campaign name is ''True complexion'', and the tagline is ''beauty has no colour'' implies that colourism should not exist. There is a consistent colour scheme and theme to the artefacts. This campaign aims to inform and highlight the vital issue of colourism promoted by skin-lightening products; skin lightening products have been around for a long time and have raised eyebrows everywhere, yet the products are marketed and obtained universally. Mental health combines our psychological, social, and emotional health, reflecting how individuals feel, perform, and think, initiating the decisions (CDC, no date). If issues like colourism remain, they will recur and create the corresponding effects that have affected generations' self-esteem and confidence. The goal of this campaign is to get consumers to boycott skin-lightening products. This campaign intends to inform individuals about the adverse effects on young women; the campaign will be impactful as numerous people are unaware of this issue as they grow up in a toxic environment that considers it typical for everyone to prefer lighter skin or people that have generally never had to experience this discrimination. The campaign can push an essential goal for women to think twice before buying skin-lightening products as they recognise it is not right to support them.

The social media platform will be a critical feature to look at as social media is highly accessible and is a platform for all ages. Instagram holds around one billion monthly active users and refers to the most popular social network worldwide. This platform is an acceptable method to evaluate the campaign's success, assessing how many followers the account gains, how consistently posts are liked and how many people repost content; this is a simple method that enables the account to grow and reach the right audience. A meaningful highlight of Instagram is going ''live''; this allows the creator to connect with their audience. 

Bibliography:

• CDC (no date). About Mental Health. CDC. Available from: https://www.cdc.gov/mentalhealth/learn/index.htm [Accessed 1 November 2021]