The Dark Is Beautiful campaign is a revolution, not a one-time event.
Our team comprises of dedicated people both full-time, part-time and volunteers who work hard every single day to bring about a change in attitudes and behaviour. Our goal is to reinforce the fact that every person, no matter what the colour of their skin is, is beautiful.
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What is Colourism?
Discrimination based on skin colour, or colourism is a form of prejudice or discrimination in which human beings are treated differently based on the social meanings attached to skin color.
Colorism is a term coined by Alice Walker in 1982. Unlike racism, colorism is the dependence of social status on skin color alone. In order for a form of discrimination to be considered colorism, differential treatment must not result from racial categorization, but from the social values associated with skin color.
Colorism can be found specifically in parts of Africa, Southeast Asia, East Asia, India, Latin America, and the United States.
The abundance of colorism is a result of the global prevalence of “pigmentocracy,” a term recently adopted by social scientists to describe societies in which wealth and social status are determined by skin color.
Source: Discrimination Based On Skin Colour