NIVEA’s Care for Human Touch campaign aims to raise awareness and inspire everyone to include more human touch in everyday life.
A squeeze of the hand, a hug or a pat on the back have the power to soothe and comfort. In fact, nine out of 10 people surveyed by NIVEA said human touch is key to leading a happy and fulfilled life, while 75 per cent said COVID-19 isolation has made them realize how important physical touch is for their health.
“The shadow pandemic of loneliness is growing into a health crisis beyond our imaginations,” said Julia Geissen, Marketing Director, NIVEA at Beiersdorf Canada. “NIVEA appreciates the overwhelmingly positive health effects of human touch and is focused on facilitating togetherness once it’s safe and allowable to do so. Our well-being hinges on restoring tangible human contact.”
Geissen points to the story of Lilly and Madelaine, twins who were born nine weeks early. Madelaine had a hole in heart and could not breathe on her own. When a nurse put Madelaine next to her sister in the incubator, her sister’s touch helped Madelaine get stronger. The twins are now happy, healthy 16-year-olds.
To highlight the benefits of touch and promote skin-to-skin connection, NIVEA has launched Care for Human Touch. The company is investing $31 million in global skin-touch projects, with an emphasis on premature infants, people with visual impairment and seniors with dementia. NIVEA also aims to educate 100 million people about the health benefits of touch by 2025.
NIVEA Canada has also partnered with Roots of Empathy, a charity that helps children build empathy, committing more than $250,000 to the charity, reaching more than 1,000 children.