When a donation becomes a tangible presence

While teaching at a private university, one of my students asked me a very direct question: “What has NIVEA CONNECT actually done? Have you simply made a donation?” It’s a question that has stayed with me. It inspired me to gain a deeper understanding of the real impact of our donations and the tangible difference that our partnership with Fondazione Patrizio Paoletti is making in local communities and in people’s lives.

Ultimately, that question also resonates deeply with Beiersdorf’s purpose: Care Beyond Skin. It is a purpose that encourages us to look beyond the surface—beyond the product and beyond the symbolic gesture—to create genuine connections, meaningful care, and lasting impact for individuals and communities.

That is exactly what I experienced during these visits: meaningful connections. Human connections. Relationships built on listening, presence, and a shared commitment to creating spaces where people feel seen, welcomed, and supported.

Over the past few days, I had the opportunity to visit several of the projects supported by the Foundation and to meet the educators, psychologists, families, and young people involved firsthand. One of these visits took me to BellaLAB – the Educational Center for Children, Adolescents, and Families in the Roman neighborhood of Tor Bella Monaca.

Tor Bella Monaca is one of the most challenging neighborhoods on the outskirts of Rome. Originally developed in the 1980s as a large-scale public housing project, it has gradually become a symbol of the social challenges affecting many urban suburbs: educational povertyGuaranteeing access to quality education, regardless of geog... More, school dropout‘School dropout’ refers to the phenomenon in which a you... More, economic hardship, violence, social exclusion, and the widespread presence of organized crime and drug dealing.

The neighborhood is also known for its distinctive serpentoni—long residential apartment blocks that stretch across entire sections of the area and have become an iconic feature of Tor Bella Monaca. Initially designed to foster both housing and a sense of community, these buildings have suffered over the years from a lack of investment, essential services, and adequate social support. Yet it is precisely within these vulnerable settings that extraordinary organizations work every day to create opportunities, provide support, and build meaningful relationships.

During my visit, I met the center’s psychologist, who explained how the Psychological Listening Service operates and described the support offered to children, adolescents, and families. It was deeply moving to hear the stories that emerge every day: families struggling with financial hardship, young people experiencing bullyingAlthough there is no universally agreed-upon definition of b... More, cases of domestic violence, and teenagers facing profound social isolationSocial isolation is a psychological and social phenomenon th... More.

One fact, in particular, had a profound impact on me: many of the young people living in the neighborhood have never visited Rome’s historic city center. It is a powerful reminder that some distances are not only geographical, but also cultural, social, and emotional.

BellaLAB provides psychological support, homework assistance and academic tutoring, theater and educational activities, multidisciplinary programs, family support, and safe spaces where children and adolescents can be heard, grow, and thrive.

One of the most encouraging aspects of my visit was learningThe term learning—with the synonyms to learn, assimilate, ... More that, thanks to increased resources and the support received, the waiting list for psychological support was completely eliminated in February.

Yes. On Saturday, May 23, 2026, I had the opportunity to visit, together with Fondazione Patrizio Paoletti, a Psychological Listening Service in Scampia as part of the Naples Beyond the Suburbs project, an initiative dedicated to promoting mental wellbeing and supporting the social challenges faced by the local community.

Like Tor Bella Monaca, Scampia is one of Italy’s most emblematic and complex urban neighborhoods. For many years, it has been portrayed almost exclusively through stories of crime, organized criminal activity, and social hardship. Yet the area also faces deep-rooted challenges related to educational poverty, school dropout, limited opportunities, and the social isolation experienced by many families. The famous Vele housing complexes, which have become a symbol of the neighborhood, also reflect a long history of urban marginalizationMarginalization is a cross-cutting phenomenon that runs thro... More and a lack of adequate public services.

But behind this narrative lies another Scampia—one shaped by associations, educators, families, artists, and social initiatives that work every day to create real opportunities, strengthen the community, and build a better future for children and young people.

This Psychological Listening Service was established thanks to the donation made through NIVEA CONNECT in October last year. The contribution of our community made it possible to open the service and ensure the presence of two dedicated psychologists providing support to children, adolescents, and families in the area.

Knowing that a donation has not only helped support an existing project, but has actually made it possible to create a dedicated space for psychological support and listening in such a complex community, was incredibly meaningful to me.

One thing that particularly struck me was learning that, just eight months after opening, the service already has a waiting list. This clearly shows how essential this space is and how great the need for psychological support and emotional care is within the community.

Here too, the importance of listening stands out as something fundamental. It is about much more than psychological support—it is about being truly present, offering guidance, building relationships, and creating a space where people feel seen, heard, and welcomed.

I had the opportunity to attend a performance by Circo Corsaro, a social circus project based in Scampia that brought together children, teenagers, and adults from the neighborhood.

One of the most inspiring aspects of the performance was learning about the educational journey behind it. The storyline was created directly by the participants themselves—children, young people, and adults—in a spontaneous, authentic, and improvised way. Through dialogueDialogue: When Words Become Relationship Dialogue is one of ... More, shared emotions, ideas, and personal experiences, they collectively shaped the narrative of the performance.

The result was a show that explored profound and highly relevant themes: encounters and conflicts between people, peace, the value of community, mutual support, and the importance of being there for one another during times of difficulty and need.

It was deeply moving to witness how art, education, and human connectionConnection: the human need that precedes all technology Conn... More can become powerful tools for building self-confidence, fostering inclusion, and opening up new possibilities for the future. It was far more than an artistic performance—it was a genuine space for both personal and collective growth.

Yes. During these visits, I also had the opportunity to meet six young people from Turin who took part in Fondazione Patrizio Paoletti’s Envisioning the Future program. Listening to their stories firsthand was perhaps one of the most powerful and authentic moments of the entire experience. Through their words, I truly understood what it means to envision the future: helping young people not only overcome social isolation, but also develop self-awarenessThe term self-awareness (sometimes used as a synonym for sel... More, self-direction, and the ability to imagine and shape their own future.

Originally launched in 2017 to support communities affected by the earthquakes in Central Italy, the Envisioning the Future program has since evolved into a neuro-psycho-pedagogical initiative for schools, families, teachers, and adolescents across the country. Its goal is to help people build resilience, cultivate hope, and develop a forward-looking mindset by providing practical tools to navigate today’s social and emotional challenges.

Here too, NIVEA CONNECT’s donation has made it possible to significantly expand the program. From the initial eight participating schools, the initiative will grow to 25 schools across Italy starting in October, substantially increasing the number of young people who will be able to benefit from these educational and emotional development programs.

Some of the statements shared by the young people particularly stayed with me: “I learned to be myself.” “I feel like I gave a soul to time.” Simple words, yet incredibly powerful.

At a time when many adolescents experience loneliness, emotional fragility, and difficulty in building a positive vision of the future, hearing these testimonies firsthand made me realize how important it is to invest not only in emergency responses, but also in prevention, listening, and emotional education.

These experiences reminded me that Care Beyond Skin is not just a purpose written on a slide or an institutional slogan. It means creating meaningful connections. It means being present. It means actively contributing to building spaces where people feel heard, valued, and supported.

Because sometimes a donation is not just a donation. Sometimes it means a safe space. A listening ear. An opportunity. A relationship. Or the ability for a young person to finally begin imagining their own future.