Hosted by PR agency, Mission Media, the straightener amnesty has big ambitions.
The campaign slogan 'Reject the convention that straight is the only way to be' works as a banner to a wider campaign for the Curl Friends styling range. Encouraging girls to exchange their straighteners is a nice touch, but it seems that this could be part of a much bigger campaign around confidence....
A quote from the press release:
"Straighten your hair everyday to hide your natural curls? Talk badly about your curls and see them as a nuisance? Stop!"
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