Despite the longstanding message that a person's skin color should not matter in America, students at the University of Wisconsin – Superior are now being taught that it's "unfair" to be white.

It's part of a controversial effort known as the Unfair Campaign, designed to teach America's youth that "systems and institutions are set up for us [whites]" and as such are "unfair."

One of the main slogans for the campaign is: "It's hard to see racism when you're white."

CampusReform reports the campaign was initially sponsored by the University of Minnesota – Duluth, but after an investigation conducted by CampusReform, that college dropped its partnership, and labeled the program "divisive" and "alienating."

The Unfair Campaign uses online videos, billboards and lectures to help promote its message, and a variety of posters features white-skinned people adorned with facial messages such as, "Is white skin really fair skin?"

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UWS spokeswoman Lynn Williams told CampusReform that her school is using the campaign as an "opportunity on our campus to talk about all privilege and to create conversation."

"We really felt that this was an opportunity for the campus and the neighboring community to learn and to grow together," she added.

Williams indicated UWS has already held a number of "diversity dialogues" tied to the Unfair Campaign, with some professors talking about the project in class.