BUSINESS: 468 PRACTICES
MEGA Disposables is 100% Greek company and one of the largest European manufacturers in personal hygiene.With trusted brands(Babylino, EveryDay, Sani etc) holds strong position in the Greek Market while exporting in 4 continents.
Read more: www.megadis.gr
For MEGA Disposables, Corporate Responsibility is a key component of its corporate culture and an integral part of its business. The company has activated a wide CSR program, in order to provide substantial assistance to vulnerable social groups. Within the framework of CSR plan entitled «Actions of Care» a special action called "Letter to Youth" was implemented under the signature of brand Sani Sensitive.
The action aimed to "turn all the lights" and to honor the elderly in every corner of Greece, on the occasion of the World Day for the Elderly (01/10), giving them the opportunity to share knowledge and valuable wisdom with the younger generation. Furthermore, it also aimed to offer substantial help to the elderly people who are burdened by the results of economic crisis. In addition, this action triggered the awareness of young people regarding the ‘valuable’ Third Age in Greece, as well as the reinforcement of dialogue between the two generations.
Third Age 60+
2015. The action started on World Day for the Elderly on 01/10 and ended with free nationwide distribution οf albums.
The elderly constitute a significant part of the Greek society. Today, during a difficult economic situation for our country, the elderly are in a adverse position because of pension cuts and many problems in the country’s healthcare sector. Also researches show that the number of seniors who feel sidelined and alone, unfortunately has been increased.
But what do the elderly need in order to feel contentment or joy? The most important is to feel useful. To feel that we need them, to tell them that they still have to offer more.
The elderly look at the world from a different perspective, more complete and mature. This generation is an inexhaustible source of love and wisdom, that we all need, because our knowledge, our culture, our values are not only works of great poets, scientists, philosophers, etc., but also the result of countless works of anonymous everyday people.
Description
Acknowledging their value in our lives, the personal hygiene products Sani Sensitive asked the elderly people from every corner of Greece to write a postcard with a piece of advice, a message they would like to convey to young people, so that their experience be transformed into knowledge.
The elderly found the special prepaid postcard of Sani Sensitive at various points of sale, but also in different Open Care Centers for the elderly of the municipality of Athens and Thessaloniki. In addition, Mega Disposables sent postcards by post following the numerous phone calls in the free phone line 800-11-22000.
We received hundreds of letters from all over the country, letters “beset” on values which are not lost in time: Greek values, which stand beyond the time and are inspiring for all of us. Letters of optimism, which encourage young people not to leave the country, not to quit, but instead continue to dream, to be more human and to have “high” family values, which become stronger in difficult times. There were also hundreds of letters from elderly people, who were asking for more attention from their environment, since they no longer have the luxury of “waiting”. Finally, many “apologies” were written, because the young generation “infinited” the mistakes of the older one, and thus they now feel like they’re suffering more because of this.
All texts were posted on the website www.sani-grammastineagenia.gr and the young generation was asked to vote, through social media, the text that “touched” their heart more strongly. The young people read what the elderly had to tell them, distinguishing 134 of the letters that touched them the most. This was how a special album was created and distributed as insert in the top Sunday Newspapers in Greece. http://sani-grammastineagenia.gr/lefkoma/
Τurning the lights on the elderly, also means that we do not forget those who can’t have even the minimum necessary resources for living, Sani Sensitive, after completing the action “Letter to the Youth”, supported the work of the Charity Organization of the Archdiocese of Athens offering, during the festive days of Christmas and New Year, 25.000 “meals of love” to the elderly that NGO “Apostoli” supports.
Innovation of social initiative
The novelty of the initiative is that the social action is targeted only for the elderly of our country, the people who raised us.
Also, for the first time, seniors shared their thoughts openly and felt that someone gives them the "ground".
The action supported with the below communication:
Finally, the connection with the Greek brand Sani Sensitive was perfectly matching, since it is a product addressed to the Third Age while at the same time exudes care.
The results and benefits arised from the social initiative are summarized below:
The action was implemented panhellenically.
The Organizations which framed this initiative were the Karelleio Center, the Charity Organization of the NGO of Archdiocese of Athens, “Apostoli”, and the two largest municipalities of the country, the municipality of Athens and Thessaloniki.
Volunteer employees visited geriatric care centers and came close to the elderly by helping them to write together letters that were sent to the new generation.
The "Letter to Youth" is a Corporate Social Responsibility Program of MEGA Disposables, targeted in the Third Age.
Benefits for MEGA:
No Connection with Global Goals found
