Lawrence Nwimo, Awka
ZIKORA MEDIA and Arts, a media production company, is set to commence campaign to educate the public and celebrate the rich tapestry of indigenous and local beauty and customs of Africa.
A statement signed by the Company’s Management, said the campaign was deemed necessary to disrupt the increasing dominance of Western Standards promoted through pop culture and the global beauty industry.
“Decolonising Beauty seeks to challenge narrow perceptions and showcase the multifaceted historic beauty traditions in Africa’s diverse cultures,” it said.
The firm stated that the campaign will utilise a multi-platform approach to reach a broad audience of English and French speakers around the world.
It also informed that throughout the remainder of the year, 2024, a series of initiatives from the campaign will be announced.
According to them, the initiatives would include: “Crowns of Coils: An Ode to African Hair,” which is a social media challenge designed to encourage content creators to appreciate African hairstyles and inspire their audiences.
Another is “Roots on Reels: Showcasing African Beauty Through Film.” It would be a smartphone short film contest for African filmmakers to present cinematic portrayals of beauty customs practiced in their communities.
Also, “Motherland Beauty: A Poetic Exploration of Traditional African Beauty,” would be a poetry contest for African poets to express the essence of African beauty through the power of word.
While “African Beauty in Focus: A Photojournalism Project,” would call for African photojournalists to capture the essence of traditional African beauty practices through their lens.
Finally, “Hairitage in Motion: A Live Celebration of African Hairstyles,” would be a live hair show and performance arts presentation showcasing the artistry and diversity of African hairstyles.
The Management said dates of the events would be announced on July, August, September and October, respectively, while that of Heritage in Motion will be held in December, 2024.
