NIVEA, a leading personal care brand, recently concluded the SABI Personal Hygiene Drive aimed at educating high school students on the significance of personal hygiene, focusing specifically on underarm care and the use of deodorants. The campaign, which spanned from September 13 to November 28, targeted over 190,000 teenagers aged 13 to 18, empowering them with knowledge and tools for maintaining proper hygiene while promoting NIVEA’s Dry Impact and Dry Comfort Roll-on products as effective solutions for daily care.
Engaging over 500 schools in Lagos, Port Harcourt, and Abuja, the SABI Personal Hygiene Drive campaign centered on hygiene education, with child educators and a trained team visiting schools to deliver insightful lessons using the SABI Workbook. This tool was designed to teach students about body odour, effective hygiene practices, and the role of deodorants in personal care.
Oluwadamilola Adeyemi, the Marketing Activation Manager, highlighted the challenges adolescents face during puberty, emphasizing the importance of accurate information tailored to resonate with young individuals experiencing these changes for the first time. The SABI initiative stressed the significance of proper underarm hygiene and encouraged students to embrace deodorants as a simple and effective solution to combat body odour.
To address financial constraints among teenagers, NIVEA introduced the affordable SABI roll-on products – NIVEA Dry Impact Roll-on and NIVEA Dry Comfort Roll-on in a 25ml format. By engaging adolescents at this crucial stage of their hygiene journey, NIVEA aims to establish enduring relationships with young consumers, positioning itself as a trusted brand that addresses the unique hygiene needs of the youth.
Furthermore, the campaign incorporated visibility items like stickers, mirrors, and notice boards to sustain the conversation within school settings. NIVEA recognized outstanding students with the “SABI Star Award” and rewarded the most engaging students in each school to encourage the maintenance of high hygiene standards and reinforce the link between cleanliness and self-esteem.
Nnenna Onoh, the Brand Manager Central East & West African Region CEWA, emphasized that involving students, teachers, and school administrators in the campaign would cultivate a culture of good hygiene practices extending beyond the classroom. The SABI Personal Hygiene Drive is viewed as an investment in the health, confidence, and well-being of future leaders, setting the stage for a future where personal hygiene is embraced as a fundamental aspect of daily life.
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