Taking yet another a selfie and encouraging women's literacy might seem like two rather disparate activities. But Lancome is bringing the two together in a campaign for International Women's Day.
The project, from agency and sustainability consultancy Futerra, invites people to "write your name, so she can write her future." 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.
In its first global philanthropic program, in partnership with the NGO Care and local charities, Lancome 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.
Celebrities involved with Lancome, including Julia Roberts, Lupita Nyongo, Kate Winslet, Taylor Hill, Lisa Eldridge, Isabella Rossellini, Lilly Collins and Penélope Cruz, will support the effort.
Françoise Lehmann, Lancôme International President, comments in a statement: "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."