In a campaign from creative change agency Futerra, cosmetics house Lancôme will mark International Women’s Day 2018 with the broad reveal of its « Write Her Future » global initiative, designed to draw attention to the problem of illiteracy among young women.
The project, in partnership with the NGO CARE and local charities, will provide financial support to grassroots literacy programs in developed and developing countries around the world, helping young women living with illiteracy to turn their lives around.
The campaign ask
Leveraging the power of celebrity supporters - including Julia Roberts, Lupita Nyongo and Kate Winslet, Taylor Hill, Lisa Eldridge, Isabella Rossellini, Lilly Collins, Penélope Cruz and other Lancôme friends - the creative campaign invites the public to ‘write your name, so she can write her future’. The ask to write your name links to the action that some young women on the literacy programmes will be taking for the first time. On a dedicated site, people can take a selfie, write their name and upload the image on social channels to show their support for the cause and spread the word.
Why young women's illiteracy?
It is estimated that 76 million young women around the world are illiterate. Reading and writing are fundamental in young women being able to take control of and transform their lives. By learning to read and write, a young woman can educate herself on everything from child care and health issues, to new job opportunities. She can secure financial independence and exercise her right to vote. But despite the numbers, this cause is often neglected.
Françoise Lehmann, Lancôme International President, commented “Often hidden, illiteracy 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 program is a civic and long-term commitment, which aims at raising awareness, implementing concrete actions in the field, and initiating a movement in favor of women.”view more - Creative