Through the "Henkel Friendship Initiative e.V.," Henkel is now able to provide fast and unbureaucratic help for people in need all over the world, especially in the wake of national and international catastrophes. Children's and youth projects can also be sponsored. Initial examples are the aid provided by Henkel for earthquake victims in Algeria in May 2003 and a children's project in Bulgaria.
Henkel's motivation for this new channel for assistance was the generosity demonstrated by Henkel employees and pensioners following the flood disaster along the Elbe River in the summer of 2002, which struck large areas in the eastern part of Germany, Poland, and the Czech Republic. The new name, "Henkel Friendship Initiative e.V.," represents the further development of the "Henkel-Förderwerk Genthin e.V.," which had already been established by Henkel employees in 1991.