Beiersdorf-owned skincare company Nivea is expanding its worldwide partnership with global children’s charity Plan to Canada and promoting the union with a cross-platform campaign with media by Carat and creative from Draftfcb.

In Canada the company is partnering with Plan to fund an education project in Senegal. Nivea is donating $25,000 to Plan Canada to support the education project which will be matched by an institutional donor three to one, up to $100,000. The skincare company is also accepting donations from consumers through its Facebook page.

The campaign promoting the partnership includes a TV and print buy with ads running from Sept. 17 to Oct. 14. TV ads will run on high-visibility primetime shows like Dancing with the Stars, and print ads will run in parent-targeted magazines like Enfants Québec in French and Today’s Parent in English.

Carole Rissmann, director of marketing, Beiersdorf Canada, tells MiC the partnership aligns well with the skincare company’s target demo of women and mothers in particular, aged 35 to 45.

“We call the target customer the central caregiver, someone who is caring for herself but is taking care of herself so she can take care of her loved ones,” she says. “Once she takes care of herself she becomes the secondary focus so she can really do whatever she wants to do for her family and her loved ones.”