To raise wider awareness of the issue, Dove has launched Reclaiming School Picture Day, a campaign which sees Black and mixed-race women who either missed having their school picture taken or felt the need to alter their natural appearance, the chance to take a new picture with their hair as they have chosen, reflecting their most authentic selves.

Ron Timehin was approached to direct the hero video, which was featured on the Dove website, social media platforms and seeded to the press.

Did you know…

• Nearly half of Black or mixed-race women with afro or textured hair have experienced race based-hair discrimination, sometimes as early as age five**

• 1 in 4 of Black adults have been sent home from work or faced disciplinary action as a result of wearing their hair in a natural or protective style*

• More than half of Black children have been sent home from school due to wearing their hair naturally or in a protective style*

Recent research by Dove also uncovered that one-third of Black and mixed-race UK women missed the childhood milestone of school picture day as a result of race-based hair discrimination.