The cooperation between NIVEA Germany and the "German Life-Saving Association" (DLRG) has already existed for over 50 years. Children’s safety in and around water is the theme at the heart of this partnership. The consistent development of the cooperation through joint projects, such as the "kindergarten days", or the “Strandfesttour“ (beach festival tour). The initiative “Seepferdchen (sea horses) for everyone – Learn to swim with NIVEA” was a focus area in 2014 (“Seepferdchen” is a German children's swim certificate). Various approaches were used to draw attention to the fact that only one out of every two children in Germany under the age of ten can swim safely: We generated donations to train 445 swim instructors via the NIVEA summer sales promotion from 21 July to 17 August 2014. For every customer who bought three or more products for at least €9, one euro was automatically donated to the initiative, and consumers also received an additional NIVEA gift as a thank you.
A second fundraising action followed, with NIVEA encouraging its consumers to share the film “25 Meters” via social media. NIVEA donated one euro to the DLRG for every video shared, and achieved a total of almost 38,000 shared links in all. As a result, a total of €300,000 was donated to the DLRG swim instructor training program – an excellent contribution to helping more children in Germany take the “Seepferdchen” swimming proficiency test.