This new campaign will change visual depictions of Black people in media and we’re here for it

Avatar Mildred Europa Taylor | Editor July 20, 2020

Photo via PICHA

The stereotypical representation and portrayals of Black people and cultures in media have been a major concern for years now. As part of measures to reverse the trend and ensure visual diversity and equal representation, PICHA, an Afrocentric visual content provider, has launched the VisualActivist.Me campaign.

The people-driven campaign will “celebrate and showcase the diversity of Black people all over the world with a call-to-action for fair, equal, and authentic representation in visual content,” PICHA said in a release.

“The way Black people and communities are portrayed in visual content influences perceptions and outcomes. If we want to make the world more inclusive, we need to add visual narratives of African and Afro-descendants as part of the business, technology and marketing culture that has traditionally not included these stories,” said Josiane Faubert, founder of PICHA.

“VisualActivist.Me was formed to allow everyone to play a part in the campaign for honest, equal and fair representation of Africans and Afro-descendants online. By joining the movement, the visual activist can use their voice to call for better representation through creative expression.”

PICHA has over the years been providing curated, diverse Afrocentric visuals that enable brands and businesses to tell richer stories that include modern Africans.

“While we tell stories about black communities through photography, we also support our contributing photographers. 40% of all commissions go directly back to the photographer,” the visual content provider says on its website.

Its latest VisualActivist.me campaign is a visual petition open to all individuals, influencers and businesses interested in the visual movement for inclusion, diversity and authentic representation of Africans and Afro-descendants.

“As Black people, now is the time to tell our stories, own narratives, and show the diversity we represent in all parts of business and society. We believe in collective power and influence to create the needed change in the visual content we’ve always advocated for,” said Lana Wessels, PICHA’s marketing director.

“We can use our voice and influence as a movement to fight negative stereotypes, racism, inequality and injustices that affect black people in Africa and the diaspora.”