In an inspiring move towards empowering young women in South Africa, luxury perfumes and cosmetics house Lancôme has launched its global 'Write Your Future' campaign in partnership with non-profit organisation (NPO) Social Coding. Aimed at women between the ages of 18 and 25, this initiative seeks to bridge the digital divide and empower under-resourced communities through digital education.
The Write Your Future campaign, an integral part of L'Oréal South Africa's sustainability program, kicked off its pilot project in Mashite, Limpopo, on 20 September 2023. With plans to expand countrywide in the coming years, this campaign is designed to equip young women with essential digital skills, ensuring they are competitive in today's workforce. Spearheaded by Social Coding, a NPO dedicated to leveraging technology for a better future, the program focuses on providing digital literacy, coding, robotics, and virtual reality education to young people in rural areas.
Yumnaa Waja, general manager of L’Oréal South Africa’s Luxury Products Division, emphasized the campaign's importance, stating, "Write Your Future is specifically designed to ensure that young women have the skills necessary to compete successfully in today’s world of work and to be both personally and financially independent." This sentiment is echoed by Lancôme's commitment to empowering women, enabling them to become skilled, confident, and self-sufficient individuals.
The campaign not only addresses the digital
skills gap prevalent in South Africa but also aligns with Lancôme's global
Write Her Future initiative, which has empowered over 150 000 young women
worldwide since its launch in 2017. By providing digital education and
internships, Lancôme and Social Coding are opening doors for South African
women, enabling them to break free from the cycle of poverty and build successful,
independent careers.
Founder of Social Coding, Thembiso Magajana, expressed their dedication, saying, "We prioritise digital inclusion so that young people from rural areas can have a better chance of completing their schooling, furthering their education and gaining access to meaningful work. We are committed to ensuring that every young person, no matter their background or circumstances, has the chance to learn, grow and thrive in the digital age."
Upon completion of the program, participants will receive a higher certificate in Information Technology, followed by an opportunity to engage in an eight-month internship. Lancôme's Write Your Future campaign stands as a beacon of hope, illuminating the path toward a brighter, more empowered future for South African women. With digital education at its core, this initiative is not just breaking barriers; it is laying the foundation for a more inclusive and prosperous society, one empowered woman at a time.
