Skin deep

‘Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it's the only thing that ever has.’ (Margaret Mead)

‘520,000,000,000’. I wrote the number slowly…and…deliberately across the whiteboard at the front of the class. The students looked on, intrigued. I asked, ‘Who can guess what this number means?’ The playful ones quickly put their hands up: ‘The population of the world?’ ‘The distance to the moon?’ I responded, ‘The number of Pesos (= US $8 billion) that people across the world spend on skin-whitening products in one year.’ The room was filled with looks and sounds of astonishment now. The students had considered this as a private personal-relational issue rather than a global economic one.

This was part of a 3-day workshop for student teachers and social workers – that is, key influencers for the future – in the Philippines. The first time I had arrived in the country, I had been naively taken aback when one of the people who greeted me apologised for their skin colour. My Filipina co-facilitator explained that this is a common phenomenon, where people evaluate themselves and are evaluated by others for how dark or light their skin is. The students went on to share heart-breaking personal testimonies of how far this has impacted their lives, prospects and sense of worth.
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They were very surprised to hear how much money, by contrast, people in wealthy countries spend on products, treatments and trips abroad to darken their skin. I took some skin-tanning lotion with me from the UK to show them – and they could hardly believe their eyes. We went on to consider the deep cultural drivers and diverse vested interests that lay behind the skin-whitening industry. The lively debate that ensued generated novel campaign ideas to address stakeholders (e.g. manufacturers; marketers; retailers; consumers), and its damaging spiritual, psychosocial and financial effects.