Skin lightening is common amongst South Sudan women.
Miss Tatiana Ruei, who won the title in 2013, says the aim is to educate women about the dangers of skin lightening to the health of the individuals.
Miss Ruei, who was crowned Miss Malaika 2013, told Eye Radio that the campaign will create awareness through workshops and seminars.
“It is good to be proud of who you are. If you use to do it by then when we were under northern Sudan and we really needed to feel like in that northern society, why not leave it right now?” Ms Ruei asked.
“We are South Sudanese and we should be proud of who we are! You should be proud of your own skin if your men are not bleaching. How would you feel later when you marry and give birth to dark kids?”
A survey carried out by the British Skin Foundation found 16% of dermatologists believe lightening creams are completely unsafe, and 80% feel they are only safe when prescribed by a dermatologist.
Skin-lightening creams can cause: permanent skin bleaching, thinning of skin, uneven color loss, leading to a blotchy appearance, redness, and intense irritation.