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LANCÔME MEXICO AND PROLITERACY INCREASE WOMEN'S LITERACY WITH THE EXPANSION OF THE WRITE HER FUTURE INITIATIVE
Posted on April 16, 2021

Lancôme Mexico is expanding its partnership with international adult literacy nonprofit, ProLiteracy. The expanded partnership will add a women’s literacy program in two additional rural communities in the state of Guanajuato, Mexico, as part of the global Write Her Future initiative. Write Her Future is Lancôme’s global commitment to combat illiteracy among the nearly 516 million women with low literacy and give a voice to this universal cause.  

The Write Her Future initiative empowers women through literacy instruction, allowing them to develop competencies, participate in the development of their communities, enhance their confidence and improve their general wellbeing. 


 

In 2020, ProLiteracy implemented the Write Her Future initiative with long-time partner Proyectos Laubach de Alfabetización en México (PLAMAC). PLAMAC focused their initial efforts in San Juan, San Miguelito, and El Sauz, in the municipality of San Miguel de Allende.  

A second year of continued support from Lancôme Mexico will expand program implementation into two new communities reaching 30-50 new learners. As a response to the implications of the pandemic on the learning process the program will also incorporate women learners with low literacy skills from suburban communities near Irapuato, the second most populated city in the state of Guanajuato. 

Write Her Future equips women with basic reading, writing and numeracy skills; women in the program range between the ages of 18 to 75 years old. The program meets women where they are in their literacy level, delivering personalized tutoring and instruction for those women who want to achieve primary, secondary and high school education. In partnership with the local educational authorities, PLAMAC guides the participants through the process to obtain recognized education certificates. 

In response to the pandemic, PLAMAC developed a comprehensive education response plan. Instructors shifted their approach and began offering literacy instruction virtually. Students were provided with a hybrid model where they could work independently and then meet in small groups with their tutors outside on a weekly basis.  

Despite the significant challenges presented by the pandemic, the program has impacted 45 learners to date, and was able to maintain student's motivation.  

“Learning to write and read is like being able to see, because words start to make sense,” said Francisca Guerrero Rodriguez. At 70 years, Rodriguez is the oldest student enrolled in the Write Her Future initiative.  

In addition to literacy skills, the program also offers community workshops on gender equality to prevent violence against women. In rural areas, opportunities for women are limited and traditional customs that perceive women as inferior to their husbands persist. During the workshops women discuss their personal challenges within this social context and receive information and tools targeted to challenge these customs and raise awareness about women’s rights.  

"There are 750 million adults globally who cannot read and write, two-thirds of this population are women," says Kevin Morgan, president and CEO, ProLiteracy. "For over six decades, ProLiteracy has worked in partnership with educators and local NGO organizations around the world where the majority of learners served are women.” 

"Lancôme's wish is to empower women by working to end illiteracy and also to raise awareness of this too often silent issue," says, Victoria Garcia, Director of Lancôme Mexico. "We know that women who lack basic reading and writing skills have a hidden handicap that can seriously impact their own lives as well as those of their families. This partnership is natural for Lancôme, whose mission is to help women on their journey towards happiness and self-fulfillment." 


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About Lancôme Mexico 
 Since visionary pioneer Armand Petitjean founded the brand in 1935, Lancôme has epitomized timeless glamour with a quintessential French touch. Today the world's leading luxury beauty brand continues to inspire with its elusive je ne sais quoi that exudes happiness, confidence and French chic appeal, as well as the very best in quality, style, and transformative results. With a presence in 130 countries, over 20,000 beauty advisers in as many points of sale relay  

Lancôme's message of French excellence, with incredible service and iconic products. Lancôme affirms that happiness is the most attractive quality and offers every woman the opportunity to enhance her beauty and femininity, whatever her age and whatever her skin color, by giving her the best of science and innovation. Lancôme's ambassadresses include Julia Roberts, Kate Winslet, Penelope Cruz, Lupita Nyong'o, Lily Collins, Taylor Hill, Isabella Rossellini, Zendaya, Amanda Seyfried, and muse, Chiara Ferragni. Lancôme's ambition is that every woman who comes to the brand to look more beautiful leaves feeling happier. For more information, please visit www.lancome.com.mx 

 

About ProLiteracy 
ProLiteracy is the largest adult literacy and basic education nonprofit membership organization in the nation. ProLiteracy is the leader in adult literacy content development, programs, and advocacy for more than 60 years. ProLiteracy works with its member organizations to help adults gain the reading, writing, math, English, and digital skills they need to be successful. ProLiteracy advocates on behalf of adult learners and the programs that serve them, provides training and professional development, and publishes materials used in adult literacy and basic education instruction. ProLiteracy has 1,000 member programs in all 50 states, and works with 21 nongovernmental organizations in 35 developing countries. For more information, visit ProLiteracy.org. You can follow us on Facebook, Twitter, Instagram, and LinkedIn.  

 

About PLAMAC 

For the past 30 years, PLAMAC (Proyectos Laubach de Alfabetización en Mexico), has implemented grassroots literacy and community development projects in rural communities throughout the state of Guanajuato in central Mexico.  This woman-focused educational organization works in economically and socially marginalized communities that receive few public services, particularly in the realm of education.  Women and children comprise the vast majority of community residents as most men migrate to larger cities in search of jobs.  Left alone, these women suffer the double burden of gender discrimination and poverty – on top of the responsibility of caring for their families.  Localized education combined with solidarity built through the literacy classes offer a sustainable alternative to their difficult circumstances and an opportunity to become self-sufficient.   

 

 


 

Lancôme México y ProLiteracy aumentan la alfabetización de las mujeres con la expansión de la iniciativa Write Her Future.

Lancôme México extiende su asociación con ProLiteracy, organización internacional sin fines de lucro dedicada a la alfabetización de adultos, por segundo año consecutivo para continuar con el programa global de alfabetización Write Her Future.

Write her Future es el compromiso global de Lancôme para combatir el analfabetismo entre las casi 516 millones de mujeres con bajo nivel de alfabetización y darles una voz (UNESCO, 2017). En 2020, Lancôme México junto con ProLiteracy implementó la iniciativa Write Her Future a través de Proyectos Laubach de Alfabetización en México (PLAMAC) quien centró sus esfuerzos iniciales en San Juan, San Miguelito y El Sauz, en el municipio de San Miguel de Allende.

El programa el cual se extiende entre mujeres de 18 a 75 años tiene como objetivo equipar a las mujeres con habilidades básicas de lectura, escritura y aritmética; brindando tutoría e instrucción personalizadas para aquellas mujeres que desean lograr la educación primaria, secundaria y preparatoria. En asociación con las autoridades educativas locales, PLAMAC guía a las participantes a través del proceso para obtener certificados educativos reconocidos.

En respuesta a la pandemia, se desarrolló un plan de respuesta educativo integral. Los instructores cambiaron su enfoque y comenzaron a ofrecer instrucción de alfabetización de manera virtual. A las estudiantes se les proporcionó un modelo híbrido en el que podían trabajar de forma independiente y luego reunirse en pequeños grupos con sus tutores al aire libre semanalmente. A pesar de los importantes desafíos que presenta la pandemia, el programa ha impactado a 45 estudiantes hasta la fecha y pudo mantener la motivación entre las mujeres de la comunidad.

“Aprender a leer y escribir es como poder ver, porque las palabras empiezan a tener sentido”, dijo Francisca Guerrero Rodríguez. A los 70 años, Rodríguez es la estudiante de mayor edad inscrita en la iniciativa Write Her Future.

Además de desarrollar habilidades de alfabetización, el programa también ofrece talleres comunitarios sobre igualdad de género para prevenir la violencia contra la mujer. En las zonas rurales, las oportunidades para las mujeres son limitadas y persisten las costumbres tradicionales que las perciben como inferiores ante su familia, pareja y comunidad.  Durante los talleres, las mujeres discuten sus desafíos personales dentro de este contexto social y reciben información y herramientas dirigidas a desafiar estas costumbres y crear conciencia sobre los derechos de las mujeres.

Este segundo año de apoyo y continuidad tiene como objetivo la implementación del programa a dos nuevas comunidades que involucrarán a 30-50 nuevas estudiantes. Como respuesta a las implicaciones de la pandemia en el proceso de aprendizaje, el programa también incorporará estudiantes con pocas habilidades de alfabetización de comunidades suburbanas cercanas a Irapuato, la segunda ciudad más poblada del estado de Guanajuato.

"Hay 750 millones de adultos en todo el mundo que no saben leer ni escribir, dos tercios de esta población son mujeres", dice Kevin Morgan, presidente y director ejecutivo de ProLiteracy. Durante más de seis décadas, ProLiteracy ha trabajado en alianza con educadores y organizaciones sin fines de lucro en todo el mundo, atendiendo alumnos que son en su mayoría mujeres".

"El deseo de Lancôme es empoderar a las mujeres a seguir trabajando para acabar con el analfabetismo y también crear conciencia sobre este tema demasiado a menudo silencioso", menciona Victoria García, directora de Lancôme México. "Sabemos que las mujeres que carecen de las habilidades básicas de lectura y escritura tienen una discapacidad oculta que puede afectar gravemente a sus propias vidas y a las de sus familias. Esta asociación es natural para Lancôme, cuya misión es ayudar a ‘las mujeres en su camino hacia la felicidad y autorrealización. Es por eso que mientras tengamos los recursos Lancôme seguirá apoyando la causa y ampliando el proyecto para ayudar a más mujeres ".