To create a campaign concept related to an issue that you want to raise awareness about. 

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The issue that I decided to advocate for through this project is the extreme shadism that exists amongst  South Asian women both in India and around the world. For Indian women particularly, beauty standards have dictated that the lighter your skin color is, the more beautiful you are. Living and growing up in India, I often come across people judging others based on the tone of their skin. I heard comments about people’s skin from family, friends, acquaintances and staff at school. Being an extremely diverse population, all Indians have different skin tones depending on where their families originated from. 

Through this campaign, I hoped to educate people about this issue and find a way to prove to everyone that dark too is beautiful. I did that by creating a makeup line that promoted all shades and shapes.