L’Oréal Professionnel and UNESCO are making it their mission to educate the public on AIDS and raise awareness of the fatal disease
The red ribbon of AIDS has steadily disappeared from evening dresses on the red carpet, but the disease is no less present in the lives of millions across the globe. In response, L’Oréal Professionnel established the Hairdressers Against AIDS program in South Africa in 2001. Four years later, a global agreement was signed with UNESCO to use the L’Oréal Professional Products network of educators and train hairdressers across 300 L’Oréal Academies worldwide in order for them to bring HIV/AIDS education and awareness to their clients.
“Hairdressers speak to consumers all day long and we saw an opportunity in that to share education and information on AIDS with clients who seek it out,” says Doriane Dalati, vice president general manager Prestige Brands, L’Oréal Canada. “We stress that AIDS is an infectious illness and not a contagious one.”
For 2013, Hairdressers Against AIDS will be stepping up their viral campaign through blogs and online portals, and with social media websites like Facebook and Twitter, to bring awareness of the program as well as vital information about the virus. This push will be done in conjunction with the already established program, which trains 400,000 L’Oréal Academy hairdressers every year with a 15-minute module embedded in the training courses, as well as the awareness that hairdressers bring to their clients every December 1 on AIDS Day via T-shirts, posters and videos that aim to spark a discussion on AIDS.