Reclaiming School Picture Day

Agency: The Romans
Client: Dove

28% of women with afro or textured hair skip school picture day due to anxiousness around race-based hair discrimination.

To tell their story, we simply reshot some of these women’s school photos, but on their own terms as their most authentic selves. Our campaign resulted in the issuance of new government rules for schools abolishing hair policies in the UK in October 2022. Twelve photos we shot changed the law.