Karen Cathel Executive Creative Director

Black babies are 1.7x more likely to have eczema.
But when searched online, almost all images of eczema are on white babies.
Until now.

Together with Aveeno Baby, we set out to create a critically important campaign that not only brought awareness, but more importantly, it created change.

Starting with the world's largest photoshoot of black and brown babies with eczema. Capturing thousands

of images of little hands, legs, backs, chests and cheeks-all with eczema. Creating a massive photobank.

Then seeding those images online and amplifying through SEO. Quickly our images took over search results providing parents with the visuals and answers they need to help their babies.

We used polls and quizzes to inform about the lack of representation of eczema on black and brown babies skin.

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Black babies are 1.7x more likely to have eczema. But when searched online, almost all images of eczema are on white babies. Until now.

Black babies are 1.7x more likely to have eczema.
But when searched online, almost all images of eczema are on white babies.
Until now.