Vim affordable homes, Canada

Vim support for the programme

Contributions to the house-building programme are made through sales of Vim and Unilever staff dedicate their time and energy to help with the building work. "We all get very excited by this programme", says Ian Amour, Vim Assistant Brand Manager. "It's amazing to see the impact the programme can have first hand and it is very moving to be part of it." Vim household cleaner aims to enhance people's enjoyment of their homes, so the Vim team hoped that helping more families experience the pride of home ownership would create positive associations for this popular household brand.

Working in partnership

Habitat for Humanity is an independent, non-profit programme which builds quality housing through donations and volunteer labour. Vim has been working with the organisation since 2002, helping to build two homes in that year, one in Ontario and one in Quebec. Two more Vim homes were completed in 2003 and more were under way in 2004.

Donations from Vim sales

Vim sponsored the programme by donating 50 cents for every coupon redeemed by customers in 2002, and 25 cents for every product sold during July and August 2003. Vim's campaign was rolled out across Canada in 2003, backed by a national advertising drive to raise awareness of Habitat for Humanity.

Employee volunteering

Houses are normally built in less than two weeks and the families who will live in them play an active role in their construction. Many Unilever staff also take part in putting up the Vim houses – building walls and roofs, decorating, pouring concrete and doing whatever else is needed. "Helping out with the construction means we get to know the families concerned and you get a real sense of what a difference having their own home will make", adds Ian, who has taken part in three dedication ceremonies to welcome families to their new homes.

Vim believes your home is for living, not just for cleaning.