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Campaign by Lancôme Aims to Mobilise Change and Raise Awareness about Global Illiteracy Amongst Women
Lancôme, a luxury beauty brand, launched “Write Her Future”, a global commitment to combat illiteracy amongst women and give a voice to this relatively unknown yet universal cause that affects both developed and developing countries.
For the past 20 years, the share of illiterate women has not changed and a staggering 76 million young women around the world are illiterate. Evidence shows that knowing how to read and write not only increases self-confidence and career prospects, but also allows people to lead longer and healthier lives.
This is why the brand has committed to raising awareness of this cause. Over the next five years, it pledges to invest at least €2 million/£1.8 million to fund international literacy programmes and develop local support communities for this cause.
The Write Her Future project is not only a philanthropic one; over and above establishing very practical literacy programmes internationally, the aim is firstly to mobilise change and raise awareness about this global situation that is still relatively unknown. The brand believes that to claim each woman’s right to education, they claim the right to become fully herself.
“Today, 76 million young women lack basic reading and writing skills. Often hidden, this handicap causes young women to face exclusion and dependence, with serious consequences for themselves, their families, and their close ones. This is why Lancôme has committed to fight against young women’s illiteracy and give a voice to this invisible reality.
“A natural affinity for Lancôme, whose mission, since the very beginning, has always been to help women in their quest for self-fulfillment and expression of what makes them unique. Write Her Future, Lancôme’s very first global philanthropic programme is a civic and long-term commitment, which aims at raising awareness, implementing concrete actions in the field, and initiating a movement in favour of women,” said Françoise Lehmann, Lancôme International President.
“Literacy is one of the most defining human skills. We read and write—that is how we communicate, how we share, how we express our feelings, and how we learn to understand the world. To not have that accessible to everyone everywhere is really a crime. It is so great for Lancôme to be involved and get serious about supporting young girls in the world through the work of Write Her Future,” said Julia Roberts, Lancôme Ambassadress.
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