UK creatives Eboni Lamine and Martha Omasoro, have partnered with Getty Images, a preeminent global visual content creator and marketplace, and BUILDHOLLYWOOD to launch ‘Let Black Girls Be Girls’. It is a first-of-its-kind social impact campaign that, by pulling out language, prejudices and behaviours of parents, teachers and general society from the perspective of young Black girls, aims to raise awareness of adultification bias here in the UK.

Displayed across billboards throughout London, Birmingham, Manchester & Bristol, the campaign juxtaposes said bias with positive portrayals of Black girlhood that highlight the innocence and vulnerability Black girls are usually not afforded and the widespread misrepresentation of Black girls within the media. The campaign enlisted Black British female photographers Aicha Thomas and Jade Reynolds-Hemmings to transform the perception of Black British girlhood through visual storytelling.

Creators Eboni Lamine and Martha Omasoro commented on the project, saying: “Adultification Bias occurs when adults perceive children from ethnic minority backgrounds as being older or more mature than they are. It is a systemic issue that is unfortunately an inherent part of the Black British and global experiences. With Let Black Girls Be Girls, our goal is to create a campaign that educates society on the deep-rooted impact of Adultification Bias on Black girls and afford every Black girl the innocence and vulnerability of childhood, not marred by race”.