Through its motto, "Beauty Beyond the Skin", Mr and Miss Albinism East Africa pageant was not just a beauty pageant, but a way to raise awareness and inclusion for people who remain the target of sometimes deadly stigma in Africa. Organized by the Albinism Society of Kenya with partners in Uganda and Tanzania, 30 contestants from Kenya, Tanzania and Uganda competed to demystify the condition of people living with albinism, empower their self-esteem and affirm their inherent dignity while challenging myths, misconceptions and negative beliefs around albino people.