Virgin Media Tells Uplifting Story About a Skate Crew For Marginalized Communities

The ad follows young skateboarder Aamira, who regains her confidence after joining Melanin Skate Gals & Pals

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A skate crew in London that aims to empower marginalized communities is the inspiration for a new campaign from British telco Virgin Media. 

The ad stars Aamira, who is part of Melanin Skate Gals & Pals, a London-based group of skaters from Black, ethnic minority and queer backgrounds. Aamira befriends the crew after a disappointing day at the park, when she falls off her skateboard while attempting to drop in on a skate bowl. 

She is at first discouraged, but the other skaters rally around her and encourage her not to give up by sending her a video of other skateboarders who fell, telling her it “happens to everyone.”

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