Ghanaian musician and recently announced tourism ambassador Nana Richard Abiona also known as Fuse ODG has asked German personal care brand that specializes in skin- and body-care Nivea for the message one of its billboards carried in the capital city of Ghana, Accra.
In a post on Instagram, the multi award winning musician informed the company that Ghanaians were proud of their complexion and didn’t need to have a “fairly visible fairer skin”.
Although the post started as a request, he warned that the billboards would be taken if the company does nothing about them.
Check out his post from below.
“Dear Nivea,
Kindly take down these billboards you have placed all over our beloved countries in Africa. I saw this one with my own eyes today in Ghana and we love our complexion the way it is. And if you don’t take these down. We will.
Every African everywhere should stop buying any Nivea product. Tag the Nivea branch from your country so they understand how foolish this is!
With love”
Earlier this year in April, Nivea had to retract and apologize for an advertising campaign in the Middle East that many people said was racist and had been co-opted by white supremacists online.
The ad was for the company’s “invisible” deodorant, and it showed a dark-haired woman from behind, with the words “White is purity” appearing on top of her.
Just like Dove brand’s controversial ad, the advert received a lot of backlash for appearing to show supremacy in white people over black people.
Weeks ago, Dove also received heavy backlash for racially profiling a black person.
Dove later apologized.
Do you think Fuse ODG’s call is a great one? Leave you comment below and feel free to share to create awareness.
