Please accept our cookies to get the best experience of our website.
There are some features that may not work without cookies.
To find out more about the cookies we use, visit our . Cookie information page
More Henkel Corporate Reporting 2015
In addition to Henkel’s corporate engagement aligned with our Sustainability Strategy, our brands also enter social partnerships worldwide.
Our partners and our people are key to driving sustainability along our social partnership activities and in all areas of life. In cooperation with the “Fritz Henkel Stiftung” foundation, our brands support them with products and expertise. They make the difference through their commitment, skills and knowledge, both in their daily business actions and in our communities, where they contribute to sustainability.
Henkel in Saudi Arabia initiated the “New Beginnings” campaign during Ramadan in 2015. For every bottle of Persil Abaya Shampoo laundry detergent sold, a donation was made to the Saudi Arabian charity organization Al Bir. The campaign supported the “Productive Families” program, whose goal is to help women from low-income families to establish their own microenterprises.
“We believe in the great potential of these women. Through this campaign, we want to empower them and provide a platform on which they can pursue their dreams,” says Laura Brinkmann, Head of Marketing for Laundry & Home Care in the Arab countries on the Persian Gulf. The campaign followed a number of initiatives aimed at supporting women in 2014, such as the digital campaign “Arwaa Abaya,” which supported young designers of abayas.
For many women in the Middle East, the abaya, a traditional Muslim outer garment that is usually black, is an important piece of clothing in their culture. It is a symbol of the Arab tradition, and can also be both fashionable and elegant. Henkel acknowledged the significance of the abaya in 2008 with the introduction of Persil Abaya Shampoo. This liquid laundry detergent not only cleans and protects the garment’s fabric structure, but also prevents the black color from fading.
As a part of the New Beginning initiative, women were provided with training courses to help them become entrepreneurs.
Persil has been engaged in “Project Futurino” since 2007, promoting comprehensive nature and environmental education for children and youths. In December 2014, the initiative supported the project titled “Natural Habitats of Animals” run by the “Gänseblümchen” (daisies) preschool in Wuppertal, Germany. Around 25 children were able to enjoy the building of a natural stone wall with a variety of nesting modules. “Complementing the free range enclosure with dwarf rabbits that already existed, the wall is an additional project that will encourage children to learn to respect animals and their way of life,” says Kathrin Hennekes, director of the preschool.
Encouraging children to be environmentally conscious has been the objective of the “NaturKinder” initiative of Persil sales and marketing and the German drugstore chain Rossmann since 2013. In 2015, the initiative continued to support many schools, preschools and charitable organizations. For example, an elementary school in Mettmann, Germany, invited children to take part in a nature week during the summer vacation. Together they explored the forest habitat and caught sand fleas on the banks of the Ruhr River. The young researchers then observed the insects under microscopes in their classrooms. The week was rounded off with a rally, which took place with the slogan “Teamwork.”
What began in 2008 as a Japanese project with children in Cambodia developed into a global initiative just two years later. In November 2010, Schwarzkopf Professional formed a partnership with the SOS Children’s Villages to bring Shaping Futures into being.
Since then, hairdressers have been teaming up with Schwarzkopf Professional trainers in cooperation with the “Fritz Henkel Stiftung“ foundation to volunteer to share their experience and expertise with these disadvantaged young people. By the end of 2015, the teams will already have guided around 1,200 young people in 25 different countries through basic training in hairdressing – thus continuing on with the great successes of the past years.
All of the participants of the 2014 project in the Philippines were able to start careers as hairdressers. This was in part due to the very good cooperation with the SOS Children’s Villages in the Philippines. “Continuity is the key to the initiative,” explains international project manager, Véronique Reuter. “Our primary objective is not only to train the young people, but to then place them in the job market.”
In order to achieve this impressive placement rate in other countries as well, these cooperations are being continuously supported and expanded. The initiative plans to broaden the scope of the project in 2016 to include other countries, such as Indonesia, Portugal and the USA.
After participating in the sixweek course with Shaping Futures trainers, Sam Estinos (above) opened her own hair salon with her mother Marilyn in Lipa City in the Philippines.
Diana Jaafar enthusiastically practices her new hairdressing skills on a model head in Jordan.
Young refugees like Robel from Eritrea (center) got a glimpse into the world of hairdressing during a two-day course at a vocational school in Nuremberg, Germany.
Supporting educational initiatives has long been a primary part of Henkel’s social-engagement activities. A successful example of this is the Spanish portal “Educar, Pegar, Volar” (Learn, Glue, Fly). Teachers can use the online resource to download lesson material and compare notes about their classroom projects. Pritt’s marketing team developed the portal in collaboration with a group of expert teachers in 2008.
From July 2015 through September 2017, Henkel and the organization Plan International will realize a construction and educational project for two schools in Brazil. To kick off the initiative, a new aid project from Spanish schools for Brazilian schools was introduced on the portal: “Entre Escuelas” (Kids for Kids). As a part of a model-building contest, Spanish schoolchildren learned about the sometimes-difficult conditions in Brazilian schools by considering the question, “What are your wishes for an ideal school in Brazil?”
From the beginning of April until mid-June, the schoolchildren came up with ideas on how the school situation in Brazil can be improved. The six to eleven year olds then discussed their concepts and created models to reflect their ideas.
With titles such as “The school of my dreams,” “This is the school every child wishes for” and “A 21st-century school,” a total of 19 schools entered models into the contest. At the end of September, a jury made up of representatives from the “Fritz Henkel Stiftung” foundation and Plan International will announce three winning models, which will serve as inspiration for the construction and educational project in Brazil.
As a reward for their creative ideas, the winning Spanish schools will be given prize money that can be used to improve their own schools. Kids for Kids therefore helps both Brazilian and Spanish children. The concept has proven to be so successful that plans to expand it to other countries are in the works.
Brazilian children in front of a school: The goal of the cooperation among the “Fritz Henkel Stiftung” foundation, Pritt, and Plan International is to break the cycle of poverty for children by improving their educational situation.
From the classroom to the schoolyard: Spanish schoolchildren built different models showing their ideas for an ideal school.