THE WHAT? Beiersdorf has announced a new partnership with Plan International, an independent organization for development cooperation and humanitarian aid, in a bid to support girls’ empowerment and assist in the fight against COVID-19 in Latin America.
THE DETAILS Part of the 50 million Euro international aid program, the collaboration will see a ‘long-term focus’ on girls’ empowerment, working to provide access to education and contribute to the prevention of gender-based violence following on from the pandemic and into the future.
Stefan de Loecker, Beiersdorf CEO, said, “Under ‘Care Beyond Skin’, we initiated the largest, globally coordinated humanitarian program in the company’s history, taking swift action right at the beginning of the global crisis.
“We have not just provided immediate aid in the fight against COVID-19. We are also ensuring long-term support by focusing our contribution on vulnerable groups within our societies that need special protection – especially as many countries and societies are already facing socioeconomic challenges that are going beyond the immediate health crisis.”
The funding raised from the partnership will help respective local Plan International teams to respond ‘largely to the need of girls’ and through them to the needs of up to 20,000 children, young people and families in their communities.
According to a press release, the initiatives will “enable them as well as the communities they live in to overcome the mid- and long-term socioeconomic consequences of the COVID-19 pandemic.”
THE WHY? Beiersdorf has long promoted its humanitarian efforts through its Care Beyond Skin, with Plan International highlighting the risk posed by the pandemic to young people in developing countries.
Maike Roettger, National Director Plan International Germany, said, “The COVID-19 crisis is a major threat, especially for countless girls and young women in developing countries. For the female population, it risks destroying the tangible opportunity to lead a self-determined life.”
Loecker continued, “By supporting initiatives of Plan International, we are helping to empower girls and ensure that the organization continues their valuable work on the ground in the long-run. We are also making sure that our financial donations directly reach vulnerable communities.”