Covergirl Launches Its #GirlsCan Campaign With Becky G And Geena Rocero

2024 Author: Steven Freeman | [email protected]. Last modified: 2024-01-12 00:28

For the second year running, the cosmetic brand Covergirl launches its #GirlsCan campaign with the mission of encouraging young women to overcome barriers through education.

At this moment in which the students prepare for the return to classes, the firm encourages the girls that when thinking about their future they are not afraid to explore areas where women are underrepresented, such as technology, engineering, sports or in the creation of own businesses.

To kick off the campaign and show last year's results, Covergirl has presented a series of four documentaries, led by journalist Soledad O'Brien, which can be seen on YouTube.

In them, O'Brien interviews urban singer Becky G, who has carved out a niche for herself in a male-dominated music genre. Transgender woman Geena Rocero, who is a successful businesswoman with her own production company. War veteran Tina Garnez, who suffers from post-traumatic stress disorder; and Rochelle Ballantyne, a university student about to get the title of Chess Master - in the United States only 50 of 846 Chess Masters are women.

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"Women today are setting records in all sectors of their lives, but they still face many challenges that one would not expect to encounter in the new millennium," O'Brien said in a statement. “We are excited to be able to share how these courageous women are changing society. Their ravages are real and their stories inspiring."

During the campaign last year, Covergirl collaborated with the non-profit organizations Girls Who Code and Soledad O'Brien + Brad Raymond Starfish Foundation, guaranteeing scholarships for dozens of girls and helping them to become interested in the world of technology. and computer programming founding exclusive clubs and programs for girls.