THE WHAT? L’Oréal USA has partnered with the Anti-Defamation League (ADL) to launch an education initiative that aims to raise awareness and promote understanding about the Holocaust to students across the U.S.
THE DETAILS The program will create direct-to-student digital classroom activities reaching more than 100,000 middle and high school students at approximately 1,750 schools across the country by the end of 2024.
The ADL will draw on its successful Echoes & Reflections program, with the new initiative offering ‘students self-paced independent learning opportunities and digital interactions, including testimonials, personal narratives and access to primary sources to create an engaging way to learn about the lessons of history that are relevant today,’ according to a press release.
THE WHY? The new program is in response to the rise of antisemitism and other forms of discrimination in the U.S., according to L’Oréal USA.
Stéphane Rinderknech, President & CEO of L’Oréal USA, said, “We hope to be able to help turn back the rising tide of discrimination by promoting understanding and empathy among a new generation of students.”
The ADL has also awarded L’Oréal Chairman Jean-Paul Agon with its Courage Against Hate award, with Agon stating it was ‘one of the greatest honors’ of his life.