Children First, Autumn 2007: Partnership Supports Children

Children’s Rights Committees throughout Turkey benefit from a partnership between the well–known ice cream brand Algida, UNICEF, children and local administrations. The partnership supports children’s activities and creates a platform for children to voice their opinion and to participate in matters affecting their life. Algida have supported a variety of Children First project activities in order to promote awareness of children’s rights and empower children to participate in decision–making processes at the provincial level. The joint achievements have included a Children’s Rights Campaign implemented in 25 provinces across Turkey, the Children’s Forum, art competitions and awareness raising activities.

The partnership began in 2006 when Algida developed a corporate social responsibility (CSR) programme. The CSR included support to Turkey’s children and, according to Algida representatives, it was a straightforward decision to team up with UNICEF in its work to support Turkey’s children. Algida explain that:

Algida is aware of its responsibilities and an important part of our CSR strategy is to be sensitive about issues concerning children. Therefore this partnership is linked to Algida’s mission of being proactive about children’s rights.

Private companies in Turkey and all around the world increasingly seek to develop CSR programmes with international development organisations like UNICEF and NGOs. UNICEF recognises the potential role of the private sector in helping to bring about positive change for children and might be best known for its collaboration with the legendary football club FC Barcelona whose team members sport the UNICEF logo on their jerseys.

For UNICEF Turkey the partnership with Algida very much a first step to involve the Turkish private sector more directly in its work for children. After two years the partnership with Algida has shown that doors can be opened to a wider cooperation with the private sector in Turkey, says UNICEF Turkey Deputy Director Lila Pieters. The positive outcome for both UNICEF and for Algida, has also led to new alliances within Turkey. Together witn Algida’s parent company, Unilever, UNICEF will soon launch a new partnership on micronutrients to support children’s growth and development. UNICEF hopes that the model partnerships we are currently establishing in Turkey could work as an inspiration and a model for UNICEF offices in other countries, says Pieters.

The Children’s Forum, now in its eighth year, is a two–day event that brings delegates from all over Turkey together to discuss their local problems and find solutions. Participants prepare a manifesto, which they in the past have presented in parliament to the Vice–President of the Turkish National Assembly, Members of the Parliament and the press. This year the children met with President Abdullah Gül in Ankara.

Thanks to the involvement of a well known company as Algida, the Children’s Rights Committees have had a strong partner to help them foster local private sector participation. There is of course a risk that other companies will be reluctant to contribute when they see that Algida is involved but so far it has worked positively for the Committees. Besides financial support, Algida also played a pivotal role in contributing their expertise in PR and communication since it was important for the children to communicate their key messages of the child’s right to participate and to be heard to local media.

Another activity under the partnership highlighted by Algida representatives is the participation of Turkish children from SHÇEK institutions in an International School Art Project with the theme Reality and Dreams. The project was sponsored by Unilever and Algida decided to support it in cooperation with UNICEF and SHÇEK. More than 150 children from SHÇEK institutions entered their work in the contest. The winners, 12 year–old Havva Kaçar from Şeyh Zayed Children’s Community Home in İstanbul and 14 year–old Faruk Yılmaz from Tekirdağ travelled to London to see their work exhibited at a special reception in the Tate Modern.

Algida emphasises that the partnership has been rewarding for the company and that it will engage in similar partnerships since the successful outcomes of the projects and PR activities reinforce the company’s efforts to brand itself.

According to Lila Pieters, it has also been valuable for UNICEF to see how it is possible to engage the Turkish private sector in activities which need long term investment and support. It was an innovative decision by Algida to support Children’s Rights activities. A decision not driven by a business minded approach but by the company’s CSR ambition — and that allowed it to get involved and to support a stronger voice for Turkey’s children.

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Download the Children First Bulletin, Autumn 2007 edition, in pdf format. [PDF 1.45MB]

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