Unilever's purpose-led and sustainable living brands is changing the way the world does business. One that delivers growth by serving society and the planet. Unilever projects are thoughtfully enriching, with significant results leaving behind a legacy of lasting social impact

Unilever Egypt has designed Safeer Initiative to help Egyptians, living in rural areas, enhance their living conditions, sustain and improve their livelihoods while making Unliver’s business model more inclusive. The project aims to create micro-entrepreneurs by providing Safeer Ambassadors the opportunity to work as Unilever’s distributing agents while providing them with the necessary sales skills and mentoring support to enable them to enter new areas and gain market insight. As of to-date the project has been able to employ 400 Agents who are reaching-out 1,500 villages serving citizens’ needs with affordable Unilever nutrition and health- hygiene products among others.

In partnership with Community Development Associations and peer-to-peer referrals, Unilever agents are selected based on their age, educational level, communication and entrepreneurial skills as well as of their eagerness to learn and grow.  

Once selected, safeer beneficiaries undertake training to develop their selling skills and sharpen their knowledge of the market. Safeer agents get Unilever’s products at a discounted price supporting their comparative and competitive advantages providing them the ability to maneuver when selling to kiosks, small supermarkets, pharmacies, coffee shops among others.

With different consumer needs in mind, Unilever has designed and produced small packages for some of it's most popular and demanded products like Sunsilk, Comfort, and Sunlight. These products with their different sizes make the task of Safeer Ambassadors even easier. They're not only selling Unilever's reputable products in all their shapes variants, but also packages of affordable prices. Some of the products that have had grown a lot faster thanks to Safeer ambassadors are toothpaste variants, as well as deodorants and skin cleansing brands.

Genuine Commitment to Making a Difference

Samir Radwan, Safeer Ambassador, from Tanta city, Al Gharbia gobernorate of Egypt joined the project for a little over a year. Samir has been trained to earn the confidence of his customers and to significantly increase his income from the increasing number of repeated clients. A year later, Samir has been able to save enough capital to open his mobile resales shop. Samir also has started building his own home. Samir's confidence, self-esteem and hope for a better tomorrow has been significantly increased.