According to Jones, she created the photo series to break stereotypes revolving around Colorism, representing anyone with dark skin. It was an instant hit on Facebook, Twitter, and Instagram, and several people posted pictures on various social media platforms in support, along with the hashtag. It was started by the 21-year-old University of Texas student, Pax Jones, who did a photoshoot project which took social media by storm. The #unfairandlovely campaign kicked off in 2016 when this anti-colorism online campaign created a buzz all over. #Unfairandlovely – The hashtag that has made headlines.
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