East Harlem is reaching out to diverse communities to focus on providing leadership training. The Young Women’s Leadership Schools Network (YWLN) has joined with Estee Lauder to participate in “Project Beauty: The Beauty of Responsibility.” Using a hypothetical beauty brand, this initiative asks the participants to develop a campaign with a cause.

Teams of students created campaigns and presented their best work to a judging panel. The message for the campaign centered around skin care, inner beauty, self-love and self-acceptance. The winning campaign featured a hypothetical product to treat acne blemishes with face masks. In addition, the product was connected to domestic violence awareness.

#Freeyourscars was used to provide a powerful impact on the brands message. The ideas of physical and mental scarring projected a message of responsible beauty.