Nivea Men tackled men’s mental health in a new campaign called ‘Strength in Numbers’ that leverages its sponsorship of Liverpool FC and its partnership with mental wellbeing charity Talk Club.
Developed in harness with agency Digitas UK and launched in the last week of April, the initiative saw Nivea Men work in partnership with Talk Club to help men open up about their mental health. The project was inspired by the fact that one in three men admit to often feeling lonely and yet don’t know how to talk about how they feel.
The initiative was spearheaded by a hero 60-second film called ‘Never Alone’ which featured several players from Liverpool FC’s U8 academy as well as kids from local primary schools in the city (including St Anne’s Primary School St Vincent de Paul Primary School Rudston Primary School).
The lead spot sees kids speaking lines from the club’s famous ‘You’ll Never Walk Alone’ anthem and closes with the statistic that 50% of mental health problems begin before the age of 14. The ad seeks to drive viewers to the ‘Nivea Men Strength In Numbers’ webpage which offers support and advice and also asks men to share their feelings and mental health stories.
The commercial, which was helmed by Director Karen Cunningham, spanned UK cinemas and online channels and it was supported by a social campaign and a dedicated website at nivea.co.uk/strengthinnumbers.
The campaign, which was amplified by brand, club, charity and by several of the participating schools, champions that idea that ‘no one should have to face their feelings alone’ and outlines the ‘Nivea, Liverpool and Talk Club mission to help men of all ages start talking’.
50% of mental health problems begin before the age of 14 … Great to see a number of Rudston pupils taking part in the new @NIVEAMENUK campaign working with @LFC and men’s mental health charity @TalkClubUK to promote that ‘No one should have to face their feelings alone’ https://t.co/sm2GJPmNNu
— Rudston Primary School- Sport, Health & Wellbeing (@RudstonHealth) April 29, 2022
“Our ambition with the ‘Strength in Numbers’ campaign is to change that narrative by helping men to learn how to talk about their feelings and showing that there’s strength in coming together both on and off the field,” explained Nivea Men Senior Brand Manager Emily Marcham.
Digitas Chief Creative Officer Emma de la Fosse added: “We created the Strength in Numbers campaign to help Nivea Men drive real change for men’s mental health and get more men talking and checking in with each other. But we’re not only focused on today – we wanted to establish a future-ready platform that will become a key strategic pillar for the brand.”
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This campaign is Digitas’ first work for Nivea Men since it won the account in September with a brief based around driving the brand’s digital strategy, creating its social media content and spearheading its community programmes.
It takes a fresh approach from previous Nivea/Liverpool activations of the past which include the ‘Hero Dads’ campaign for Father’s Day 2019.
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