Sustainable Development Goals > People
PUBLICIS IMPETU, Montevideo / L'OREAL / 2023
Overview
Credits
Background
In Uruguay, women who are released from prison have many problems finding work.
L'Oréal aims to highlight the role of beauty in people's lives, beyond the trivial image people have of it.
Describe the cultural / social / political climate and the significance of the work within this context
Uruguay has a severe problem regarding the rehabilitation of prisoners. The vast majority return to crime due to lack of job opportunities when they are released from prison.
Describe the creative idea
L'Oréal created beauty salons in different women's prisons. L´Oréal also brought specialists there to teach the prisoners different roles of professional hairdressing work.
Describe the strategy
This is an institutional action of the brand. It has various audiences: the students, the government and society as a whole.
Describe the execution
This project began in one prison and was expanded to others as the year progressed. In the coming years, it is planned to extend it to all women's prisons in the country.
Describe the results / impact
To this day, half of the course participants are working. This far exceeds the previous occupancy average.
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