December 15, 2020 - Croatian skincare brand Skintegra handed over an admirable 100,000 kuna donation to ten animal associations and shelters in Croatia last month. Founder Jelena Skendžić Ratkajec discusses the importance of social responsibility for companies in Croatia and each of us.

It's often easier to find an excuse for why we can't be responsible, help, or choose to remain silent. Turning heads is sometimes simpler than offering helping hands. 

However, Croatian beauty brand Skintegra is a shining example of a Croatian business putting social responsibility at the forefront of its philosophy. And despite the coronavirus pandemic, they donated a large sum of money to abandoned animals this year, reports Novi List.

Since its beginnings, the favorite Croatian cosmetics brand has been actively participating and organizing campaigns to raise public awareness for the protection and responsible treatment of animals.

The campaign titled #daj5 (#give5) was launched in October, the month dedicated to adopting animals. During the campaign, Skintegra donated 5 kuna for each product sold.

Soon, the campaign was supported by numerous fans of the brand. Those who posted photos with their pets on social networks with #daj5 saw another 5 kuna donation, thus collecting a total of 100,000 kuna in donations to shelters and associations throughout Croatia. 

“We have been supporting volunteer associations since the first year of business. In the first, second, and third year, it was a food donation. This year we decided to donate a sum of money.

We distributed the 100,000 kuna donation to 10 associations that have a lot of cats and dogs. The reason why we decided to make a monetary donation this year versus a food donation lies in the fact that in the meantime, we have learned about the many costs and problems that associations have, which I think people are not aware of," explained Jelena Skendžić Ratkajec, Skintegra founder.

As she points out, associations and shelters have several costs, such as those for sterilizations, treatment of numerous injuries when animals come from the street, and accommodation for those same animals.

“Of course, it all stems from our love for animals and care for the environment. It is a kind of personal mission that my husband and I have in our daily lives and committed ourselves when we started Skintegra.

We ourselves are foster parents of four street cats (one of which we adopted 9 years ago through Prava šapa), and I really can’t describe how positively they have changed our daily lives and us as humans. I would advise everyone to adopt an abandoned animal if you can afford it because I believe that animals enrich our lives and help us develop a special kind of empathy for the world around us,"  said Jelena.

Skintegra launched the first campaign in 2017, and Jelena remembers how modest she was in her reach, but it all came from the heart. Several thousand kuna was collected, and food was bought, which they personally distributed to associations throughout continental Croatia.

"It was in January, the weather was terrible, the roads were covered with snow, and these volunteers were so happy when they welcomed us. It opened my eyes to these people's needs: how little is enough to make a big difference in their lives and their efforts to help further. The following year we wanted to collect more, after that even more. A bit megalomaniacal, but with good intentions. 

This year was truly the crown of last year’s campaigns - we raised even more than we had planned. I am immensely grateful and happy for the people who decided to support our campaign and make my dream come true. And more than that, I am grateful to the volunteers who dedicate every day to what seems like a fight against windmills but still don’t give up on what’s right. That is the most beautiful example of the triumph of the will. "

The entire amount this year has already been distributed to asylums and associations throughout Croatia: Prava šapa, Association “SOS CAT” and Hrabre njuške from Zagreb, Association Deveti Život from Osijek, Detiti Život from Split, Association Sklonište dobrote from Čakovec, Žarkovica Azil from Dubrovnik, Udruga Šapa U Srcu from Ogulin, Papagalo Dog Shelter - Korcula and the Association Ruka Šapi Pula.

"I feel grateful, but also the urge to do more next year. I also feel humility. Not even in my wildest dreams did I think I would ever be in a position to help someone with a gesture like this.

I am humbled by the very idea that we can make a difference at all by giving up what should be normal and what we should all expect from companies as consumers. Next year we have to do more, and there is no compromise on that. Making the world a better place for tomorrow is everyone's responsibility," Jelena emphasized.

But it’s so easy to find an excuse not to take responsibility, especially this year when the coronavirus pandemic tests us in all walks of life. But as challenging as this year has been, it has not stopped Skintegra from achieving its goal.

"I can't say that this year we will have a decline compared to last year, although we will not have the growth we hoped for before COVID-19. But even if we had a drop in traffic, our mission would remain the same.

As I said before, we started giving support to volunteer associations in the most vulnerable period of our company's life - in the very beginning - and we never doubted that this was the right move for Skintegra. There is something called business logic, which ensures the ‘health’ of any growing company.

There is also something I call business empathy; it is the ability of those in leadership positions to see their employees as a priority, to lead by example, and to create positive change in their environment. In my opinion, logic is what should be in every company's background, but to lead a company forward, you need - empathy. The #daj5 campaign is simply a reflection of our philosophy and our internal values," Jelena explained uncompromisingly.

Recently, there has been an increasing talk of corporate social responsibility. Many companies worldwide use their influence to raise awareness of a particular issue or donate part of their income to charity. On the other hand, we can freely say that Croatia is lagging in this regard, especially when it comes to larger market players.

"Honestly, I would like other brands to follow the example of this positively intoned social practice, but you have noticed - companies that operate socially responsibly in Croatia are a rarity. Still, I think there is hope, and the situation is changing for the better.

I notice small but commendable steps, and I hope that every year the situation will get better. Corporate Social Responsibility (CSR) is a philosophy that every brand needs to have at its core to have the urge to do anything on that track at all.

In the background of socially responsible business is most often a waiver of a part of the profits. Still, it does not always have to be a modus operandi (for example, smaller companies that cannot afford it) - CSR can exist through raising awareness of a neglected but important topic. I think it’s important that everyone does something positive, as much as they can. That way, the whole world will be a better place," explained Jelena.

"The point is not that each of us makes grandiose socially responsible moves, but that we all pay small signs of attention to animals, the environment, neighbors, the elderly, and the infirm.

The little thing we can all give away is kindness. Too many people are burdened with negative worldviews and problems, and one small, honest, and kind word can truly brighten someone’s whole day. Additionally, the thing we can all do is recycle. The very fact that we recycle and that we are a kind person already makes us a better fellow citizen, neighbor, and friend, and it costs us nothing," advises Jelena

Jelena and her hard-working team at Skintegra will not stand on truly commendable results from this year but are planning what they can achieve in 2021.

"We already know roughly what we want to achieve next year and how we will implement it, but as our customers like a healthy dose of mystery and anticipation, it would not be fair to say all about it now, so I would like to wait until next year and, hopefully, better circumstances before we set out all the plans.

I can promise that next year we will certainly be re-engaged around the same campaign and express hope for even greater success. I believe that together we can achieve that," concluded Jelena.

Translated from Novi List

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