Ogilvy, Wavemaker and World Afro Day pioneer a new awareness campaign 'Change the Facts, Not the Fro'. Focusing this year on tackling how society perceives women's Afro hair and highlighting the importance of celebrating it in its natural glory, this campaign aims to challenge the status quo so this generation and the ones to come feel they have the choice to wear their hair in whatever way, shape or form. The rallying cry is featured on a series of images that use women's Afro hair to illustrate startling statistics taken from The Good Hair study, and in doing so calls for change and for choice. World Afro Day, which happens on September 15 th, was founded in 2016 by Michelle de Leon to help change the narrative around natural Afro hair. Since then, World Afro Day has been endorsed by the Office of the United Nations High Commissioner for Human Rights, the London Mayor's Office and she has recently been invited to speak at the United Nations in Geneva.