MODEL: OGOCHI MICHAEL
CONCEPT / ART DIRECTION; AGORO ADHIAMBO
PRODUCTION COMPANY: CHROMEZ STUDIO
PHOTOGRAPHER: ALLOYS ITEBA
We live in a society where persons with albinism are dehumanized. They are perceived as magical beings or
ghosts. That’s the worst expression of marginalization and discrimination, especially in East Africa where many
are killed for their body parts for use in witchcraft.
When Agoro Adhiambo, told me that she had a friend with albinism ( Michael Ogochi). I knew that we could
use that golden chance to be a voice for persons with albinism
The Brief was to come up with a campaign using portraits to raise awareness and educate the society that colour
of the skin don’t matter. We are all the same. The superstition and stigma associated with albinism should stop.
They are human beings just like us.
The society gave me a wrong preconception that a person may encounter bad luck if they touch the skin of a
person with albinism or turn into one. I have only encountered good luck since I did the project.
Let’s not discriminate people with albinism, we should love them.
For this specific project I got inspired by Angelina D’auguste, Yulia Taits and Justin Dingwall using their passion
for spreading awareness of albinisim through photography.