Watch this awesome video made by NIVEA to know more about this initiative: https://youtu.be/Q0iSn2alwc8.
In India, there are several families in urban canters without enough resources, who struggle to earn a livelihood and have no means to secure the future of their children. Consequentially, these children run the risk of becoming victims of neglect and child labour, as more children start to drop out when they reach secondary school to earn and feed the family. It takes great courage for mothers of such children to sacrifice that money and let their children go to school everyday.
The initiative was launched in 2014 in Mumbai in association with Aseema Charitable Trust. More than 90 students from Santacruz Municipal School, Mumbai were selected in the 1st phase and their moms were felicitated with 3 months‘ ration (food grains) by NIVEA . After witnessing a significant increment in attendance levels, the program has now been extended to 400 families. After the successful implementation of the program in Mumbai, NIVEA Mom’s Touch has now also been launched in Gujarat . Here NIVEA has partnered with Saath, a public charitable trust to cater to families living in the slums in and around Behrampura area in Ahmedabad city.
NIVEA‘s CSR program “MOM’s Touch” is aimed at saluting and supporting the effort of these ‘Super Moms’ by supporting them and their families with monthly household groceries.
In order to spread the word about Mom’s Touch and help many more such moms, a digital film was created. The children of these extraordinary moms expressed their gratitude and narrated stories of sacrifices made by their moms to send them to school every day.
In my opinion, this is quite a big step taken by NIVEA and much appreciated.