Procter and Gamble (P&G) announced its participation to the Municipality of Athens’ program “Network of Social Housing” that aims to support the most vulnerable social groups by housing families or individuals who are homeless or live under inadequate conditions. The “Network of Social Housing” is a new, innovative program, undertaken by the City of Athens in order to provide short-term accommodation and support to families through charge-free, organized, specialized and personalized services to help them avoid social exclusion and reintegrate them into society within 6 to 12 months. P&G’s contribution in the program includes the radical reconstruction of the social housing building, further enhancing the welfare of the families to be housed in the so-called “House of Optimism,” but also the voluntary offering of the company’s employees for various additional services that may be needed in cooperation with the city’s services. In addition, through the program’s website the company has created an application that invites the public to participate in the initiative by donating just 0,05 euros by sending an SMS. The “House of Optimism” is located in Neos Kosmos, near downtown Athens, Greece , and has eight fully furnished apartments, while the families that will move in have already been chosen and will be allowed to stay for six months, plus another six if they are unable to move on at that point. During the program’s presentation, P&G Hellas General Manager Hans Dewaele underlined that “the problem of homelessness is serious and multidimensional, and dealing with it requires everyone’s mobilization. As a part of this society, we felt the need to join our forces with many other agencies, organizations and individuals in order to face it. Our decision localizes our global strategy to create the sensation that a home provides. Besides, the concept of home and family has a special significance for P&G, as each product we create focuses on the home and family care. We feel honored and touched by the opportunity given to us to work with the Municipality and support this very innovative program. Our hope is that this house will provide families with the ability to start dreaming again.” On his behalf, Athens Mayor Giorgos Kaminis said that the city of “Athens became embroiled in an unprecedented crisis, condensing problems and harsh twists in the lives of our fellow citizens. In addition, the city faced the largest percentage of homelessness in the country. The Municipality made the support of those in need a priority, while working with civilians, the private and public sector for an effective social safety net and solidarity. The ‘Network for Social Housing’ is one of the most innovative social programs. Thanks to the participation of P&G, six months after the first social housing program, a second one will operate in Neos Kosmos, giving us the opportunity to welcome and support more families in need. We stood and will always stand by the citizens. In collaboration with public and private entities, we undertake initiatives and actions to tackle homelessness as well as other compelling everyday problems, for a decent and better life.”
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