In this discussion with TheCSRUniverse, Shweta Dalal, Marketing Director at NIVEA India, unveils the company’s new initiative, NIVEA Connect, aimed at addressing social isolation by fostering human connections. Operating on pillars of evidence, action, and communication, the initiative seeks to raise awareness and build resilience against social isolation’s impact on health and well-being, particularly among youth. Partnering with Mumbai's Aseema Charitable Trust, NIVEA Connect is focused on holistic support for marginalized communities, combining education with emotional and nutritional programs to strengthen social bonds. This collaboration not only extends NIVEA’s mission of care beyond products but also seeks to cultivate a secure, supportive environment where children and families can thrive. Through these efforts, NIVEA aims to build stronger, more connected communities across India.
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Q. Can you briefly introduce 'NIVEA Connect' and its primary goals in addressing social isolation?
A. NIVEA Connect is a global initiative aimed at addressing social isolation by fostering meaningful human connections across the globe. It operates on three key pillars: Evidence, Action, and Communication. Through these, the program focuses on raising awareness about social isolation, encouraging social bonds, and building resilience in individuals, particularly from a young age. In India, we have partnered with Aseema Charitable Trust, a renowned Mumbai-based NGO dedicated to working with marginalized communities, to provide holistic support for children and their families. By offering emotional and social support to vulnerable communities, NIVEA Connect aims to create a lasting sense of belonging and well-being.
Q. Why did NIVEA choose to partner with Aseema Charitable Trust for its India chapter?
A. Aseema Charitable Trust has deep-rooted expertise in working with children from marginalized communities. Their holistic approach to education, which goes beyond academics to include emotional, social, and nutritional support, aligns perfectly with our mission for NIVEA Connect. Over the years, Aseema has consistently demonstrated their ability to make a tangible impact on children's lives, making them the ideal partner for our India chapter.
Q. How does social isolation, particularly in youth, affect long-term health and well-being?
A. Social isolation in youth can significantly affect long-term health, increasing the risk of conditions like heart disease and stroke. Additionally, it often leads to mental health issues, including depression and anxiety. The absence of social connections can impede emotional growth and resilience, making it challenging for young individuals to navigate life's challenges. Addressing these issues early is vital to promoting overall well-being.
Q. In what ways does the holistic approach of Aseema, combining education and emotional support, uniquely address these challenges?
A. Aseema’s holistic approach, supported by Nivea Connect, uniquely addresses social isolation by combining education with emotional and mental well-being programs. The integration of child-centric education with daily nutritious meals, health assessments, and comprehensive counseling ensures that children from marginalized communities receive support on multiple fronts. The counseling program, with art-based and play therapy, helps children express emotions, build resilience, and strengthen their social connections. By addressing both the educational and emotional needs, Aseema helps children overcome challenges, fostering a sense of belonging and emotional security in their communities.
Q. Could you elaborate on how initiatives like the Meal Program and Counselling Program support the emotional and mental health of children?
A. The Meal Program provides nutritious meals daily, carefully planned with expert guidance, ensuring that children receive the essential nutrients they need for growth and development. It also conducts regular health assessments to monitor student well-being and offers support to malnourished children, helping them reach vital growth milestones. Social workers are on hand to assist parents with medical testing and hospital visits for serious health conditions, creating a supportive environment for families. On the other hand, the Counseling Program adopts a holistic approach, creating a safe space for children, teens, and adolescents to express and explore their emotions. It guides them through challenges, helping them acquire valuable skills and resilience. Through therapeutic modalities like art-based therapy, play therapy, and cognitive behavioral therapy, it encourages emotional expression. Storytelling with puppets or picture enhances interaction, while play therapy offers a safe outlet for processing emotions. The program also includes counseling sessions for parents, ensuring comprehensive support for both children and families.
Q. What are the key outcomes or impacts you hope to achieve through this partnership, both for NIVEA and Aseema?
A. Our primary goal is to create lasting, meaningful change in the lives of the children and families involved. We aim to reduce feelings of isolation, improve emotional well-being, and provide a sense of security and belonging. For NIVEA, this partnership is about extending our care beyond our products, strengthening our commitment to social responsibility. For Aseema, it’s about continuing their vital work with enhanced resources and support, ultimately fostering stronger, more connected communities.
Q. How do NIVEA India employees engage with the children at Aseema Foundation, and what role does this play in building connections?
A. NIVEA India employees engage with children at Aseema Foundation through enriching activities. On our recent Care Beyond Skin Day, 91 volunteers dedicated 460 cumulative hours at two Aseema schools in Mumbai, positively impacting 256 children. Our team led mentoring and remedial teaching, along with creative activities like art, dance, and sports. The children visited our R&D Centre to learn about NIVEA products and participated in sessions on personal finance, career counseling, and digital literacy. This engagement fosters meaningful connections and supports holistic growth. By bringing together education, creativity, and connection, we empower the next generation. We believe this is the heart of care that goes beyond skin- creating opportunities for every child to grow, learn, and dream big.
Q. Have you gathered any preliminary data or feedback on the success of this initiative in fostering human connections and combating loneliness?
A. While we are still in the early stages of gathering formal data, initial feedback from both Aseema and NIVEA employees has been overwhelmingly positive. Teachers and counselors have noted improvements in the children’s emotional resilience, and families have expressed gratitude for the continued support. These early indicators suggest that the initiative is indeed fostering stronger connections and helping combat the effects of loneliness.
Q. Looking ahead, how do you plan to measure the long-term effectiveness of 'NIVEA Connect' in creating stronger, more connected communities?
A. We plan to implement a multi-faceted approach, tracking key indicators such as improvements in emotional well- being, academic performance, and social engagement among the children we support. Regular feedback and participation data from our programs will help us assess impact and adjust ensure lasting connections and positive outcomes.
