Trust In The Care From NIVEA And Help Uplift A Community
NIVEA launches a large-scale national initiative ‘Trust in the Care from NIVEA’ which celebrates the beauty of caring for ourselves and others – every time a consumer buys a NIVEA skin care product it enables the brand to give back to a rural community in KwaZulu-Natal.
Over a century ago, the world’s very first skin care cream was born. Known by many as the ‘little blue tin’, NIVEA Creme is as popular today as it was back then, an icon of beauty and care with an unmistakable scent and caring formulation for a multitude of uses for all types of skin.
Care is at the heart of the NIVEA brand – not only providing world class skin care for beautiful and healthy feeling skin, but also caring for the wellbeing of people. It is a brand that is committed to creating a life that is truly worth living, both now and in the future. For the last 2,5 years NIVEA South Africa has supported a community situated in Umtwalume, KwaZulu-Natal, through financial support of Thanda, a non-profit organisation.
Thanda provides valuable support for the local community through an Early Childhood Development (ECD) and after-school programmes. Research shows that 90% of brain development happens before the age of five, which is why ECD programmes are vital, yet less than 16% of children in KwaZulu-Natal have access to these. At Thanda, children not only receive a hot meal and participate in educational and stimulating programmes, but also find a safe place to play. The centre hosts the only library and playground in the area, with its number one drawcard – the skate park!
NIVEA’s impact at the Thanda Community Centre has already been significant: Amongst other milestones, 73 347 meals were served to children in 2016 and the centre can remain consistently open 7 days per week compared to 5 days a week previously. The new NIVEA Thanda ECD Centre will soon be opened to care for 90 children under the age of four. The centre provides young children access to a fun and engaging programme whilst their parents or caregivers are at work, thus ensuring they are given a solid foundation in life with the right stimulation and nutrition to enable the development of critical neural pathways.
Consumers give back when they buy NIVEA
Taking inspiration from the caring and soothing, NIVEA Creme, the brand kicks off ‘Trust in the Care from NIVEA’ in April 2017. This involves its consumers in a quest to, not only continue the good work at Thanda, but to boost the impact at their community centre even further.
“Our consumers enjoy giving themselves the best care, but we know that they also love to show care and give back to others, although they often don’t have the time or resources to do so. Through this initiative, consumers can make a life-changing difference every time they purchase their favourite NIVEA product,” says Shayna Amaidas, NIVEA brand manager, Beiersdorf. “Each purchase enables us to support Thanda, which has become a beacon of hope and source of pride in the community of Umtwalume.”
Trust in the Care from NIVEA
“As part of the campaign, we wanted to recognise and celebrate the importance of caring for ourselves and others. We will be hosting national activations at malls where we will reward our consumers for helping us care and give them some well-deserved pampering. The campaign will spotlight our iconic blue products: The trusted NIVEA Creme – Protect & Care Deodorant and Rich Nourishing Body Lotion – the loved everyday products which also contain NIVEA Creme in their formulation,” says Amaidas.
‘Trust in the Care from NIVEA’ is aligned with NIVEA’s global Corporate Social Responsibility (CSR) Strategy, ‘NIVEA Cares for Family’, which aims to uplift 1 million families globally. What is unique to South Africa is that the spirit of togetherness extends beyond what the rest of the world perceives as the nuclear family, both because this is the culture of its people and because tragic circumstances have often broken down the traditional family structure. In the African culture, family revolves around Ubuntu – the understanding that ‘I am what I am because of who we all are’. Through working together to serve the wider community, people can become more.
Consumers can feel beautiful inside and out knowing that, while looking after themselves, they’re also helping to make a huge difference to the lives of thousands of children.