NIVEA is proud to support Life Changing Experiences Foundation (LCEF) and the SISTER2sister program.
One of the aims for Beiersdorf, the owners of the NIVEA brand, is to help improve the future prospects of young people and promote equal opportunities for all, regardless of background. This vision, which is also shared with LCEF, was the inspiration for our joining in partnership and supporting the SISTER2sister program.
One of the key values of the NIVEA brand is that ‘beauty’ is a truly individual virtue; it is found in every person as well as in human relationships. We aim to inspire women to live beautifully by connecting with those around them and celebrating ‘sisterhood’. The SISTER2sister program brings this to life through the unique relationships fostered between the Big and Little Sisters, as well as between all of the staff and volunteers within the organisation.
Through the involvement of our staff and specific brand campaigns we aim to generate awareness and raise funds to help sustain and further develop the SISTER2sister program and help make a difference in the lives of the participants.
Throughout 2009, Beierdorf Australia engaged in many exciting initiatives to support the SISTER2sister Program. Some of the highlights include:
‘body:beauty’ an exhibition inspired by and celebrating women’s beauty was held on the 26th & 27th May, 2009 at the Charles Hewitt Gallery in Sydney. The exhibition featured diverse works by some of Australia’s leading contemporary artists. To launch the exhibition, a VIP event was attended by A-list media, celebrity VIPs, artists, LCEF volunteers, Beiersdorf staff and retail partners. 60 NIVEA consumers were invited to attend the exhibition the following evening.
During both events guests were informed about the NIVEA & SISTER2sister partnership. LCEF CEO Jessica Brown provided an insight into the program whilst NIVEA Brand Manager, Kate Hensley, highlighted NIVEA’s involvement.
Over the course of the exhibition the 20 works on display – paintings, drawings and photographs – were each for sale by silent auction. All works were sold with proceeds donation to the SISTER2sister Program.
On Sunday 2nd August 2009, International Sister’s Day, a 4-page feature highlighting the inspirational work of LCEF and the SISTER2sister program appeared in the Sunday Life Magazine.
The aim of the feature, which was sponsored by NIVEA, was to raise awareness of the SISTER2sister program, attract donations and volunteers to support the program.
NIVEA and SISTER2sister celebrated International Sister’s Day with a pop-up interactive experience at Westfield Bondi Junction.
Engaging local shoppers, NIVEA and SISTER2sister generated knowledge and interest around the program via a free photobooth experience. Shoppers were invited to have their photo taken with their favourite ‘sister’ – whether a friend, relative or sister.
All images from the day were uploaded to the SISTER2sister gallery on the NIVEA website. The image that best celebrated sisterhood won a pampering weekend getaway.
Staff members of Beiersdorf Australia have been active participants in supporting our partnership with SISTER2sister, demonstrating commitment to the cause through both fundraising and volunteering their personal time. Staff fundraising activities in 2009 have included a ‘Xmas in July Fete, Melbourne Cup Luncheon, the NIVEA & SISTER2sister City2Surf team, NIVEA Christmas Sale and various sporting competitions and auctions throughout the year.
Beiersdorf are thrilled with the results from the first year of the NIVEA & SISTER2sister partnership. We aim to continue working with LCEF to raise the profile and funds to support the continuation and expansion of the SISTER2sister program into the future.
We would like to acknowledge the fantastic work of Jessica Brown and her team at LCEF, applaud the efforts of the Big Sisters and volunteers and offer our best wishes for a bright and positive future to all of the Little Sister graduates from 2009.
Karlea Snowden-Harris
Marketing Services Manager
Beiersdorf Australia Ltd.
