SheaMoisture pledge £50,000 to Black British women keyworkers during Christmas

SheaMoisture UK has launched #SheaHeroes, a £50,000 campaign to support Black British, women keyworkers through the holiday season

2020 has been tough on us all, but especially keyworkers who have been the backbone of the country. As part of their promise to ‘overserve the underserved’, SheaMoisture aims to empower Black women in the UK, in a year where they have been disproportionately affected by COVID-19.

Recent figures show that 14% of keyworkers are from BME backgrounds compared to a workforce average of 12% 1

To say thank you for their hard work, dedication to their communities, and drive to keep us safe during the pandemic, SheaMoisture launched the #SheaHeroes Gifting Campaign as part of their global Community Commerce program. Entries closing on 18th December 2020.

It’s still not too late to enter. Keyworkers are encouraged to visit @SheaMoistureUK on Instagram, to share the stories of how they have supported their communities by going above and beyond throughout the year.

The #SheaHeroes campaign is welcoming entries from four sectors of keyworkers – NHS and Health workers, Blue Light Workers, Supermarket and Delivery Workers, and Teachers or Educators. SheaMoisture will gift one winner from each category £10,000, with two secondary winners from each category receiving £1,250 each.

  • Black people make up a higher percentage of the non-medical staff (6.3%) than medical staff (4.6%) in the NHS 2
  • The percentage of staff employed by the NHS from BME backgrounds accounts for 52% of those who disclose their ethnicity 3 
  • In London, workers from an ethnic minority group represent 54% of the food production, process, and sale sector (including all food retail and processing) and 48% of the health and social care sector 4
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Cara Sabin, CEO of SheaMoisture, said: “The keyworkers have been the vital heroes during the pandemic. They have put their safety at risk to ensure that all of us are safe. We thank each and every keyworker for their continued hard work. Their dedication throughout the pandemic has not gone unnoticed by SheaMoisture, and it gives us great pleasure to give back to these strong, amazing women, who we consider to be #SheaHeroes.”

Keyworkers can enter #TheSheaHeroes here: www.surveymonkey.co.uk/r/TheSheaHeroes

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