Maha Mohamed noticed very early in life that her darker complexion stopped some of her peers from playing with her. At first, she did not take this seriously. But as she grew older, the discrimination became too clear despite denials of her family and the society she lived in that this was not the case.

Then, Mohamed, who is of Nubian origin, decided to turn the spotlight on how dark-skinned women struggle with discrimination in their daily lives in Egypt, and the No Color photo campaign that shows 10 dark-skinned girls wearing white while in the sea materialized.

The campaign is the joint idea of Mohamed and two founders of O art-studio. Using the slogan, "Hurtful words are dark, but humans are of no color," the campaign's founders urged girls nationwide to narrate their stories via hashtag #Project_No_Color and found that color-based discrimination was a common experience.

"At first, I thought I was the only one suffering from such discrimination. Then I realized I am not alone in this dilemma. Hence, I decided to take a serious step in hopes of achieving social change," Mohamed, the brains behind the campaign, told Al-Monitor.