Leading personal care company NIVEA has concluded the SABI Personal Hygiene Drive, an effort to teach high school students the value of maintaining good personal hygiene with a particular emphasis on deodorant use and underarm care.
With a goal of reaching at least 190,000 students, this successful campaign ran from September 13 to November 28. It promoted NIVEA’s Dry Impact and Dry Comfort Roll-on products as an efficient daily care solution while equipping teenagers between the ages of 13 and 18 with the skills and information they need to maintain good hygiene.
Using the SABI Workbook, a tool created to teach students the science behind body odor, effective hygiene practices, and the role of deodorants in daily personal care, child educators and the trained team visited schools to deliver engaging lessons. The NIVEA SABI Personal Hygiene Drive campaign, which involved over 500 schools in Lagos, Port Harcourt, and Abuja, was centered on hygiene education.
According to Oluwadamilola Adeyemi, Marketing Activation Manager, who spoke about the campaign, the transition into adolescence can be difficult, particularly when it comes to realizing the value of personal cleanliness. The physical changes brought on by puberty may be upsetting and confusing. Since many young people are adjusting to these changes for the first time, NIVEA is dedicated to giving them factual, age-appropriate information that speaks to them, the spokesperson stated.
According to her, the SABI program highlights the need of maintaining good underarm hygiene, which is a crucial but frequently disregarded component of personal hygiene. Students were urged to use deodorants as a quick and easy way to get rid of body odor through lively debates, Q&A sessions, and entertaining activities.
Aware of teens’ financial constraints, particularly in light of the nation’s present economic difficulties, the brand unveiled NIVEA Dry Impact Roll-on and NIVEA Dry Comfort Roll-on in a new 25 ml packaging. The SABI roll-on, as it is known, is a cost-effective solution that is ideal for this market. By reaching teenagers at this pivotal point in their hygiene journey, NIVEA hopes to establish enduring bonds with young customers. The SABI Personal Hygiene Drive enhances NIVEA’s reputation as a firm that recognizes and caters to the particular hygiene requirements of young people in addition to establishing the company as a reliable personal care brand, she said.
The campaign also included visibility materials like notice boards, stickers, and mirrors to continue the topic in educational settings. During the activation, NIVEA gave the “SABI Star Award” to the neatest kids and recognized the most active students in each school. According to him or her, the purpose of these incentives is to motivate students to continuously uphold high standards of hygiene and to reinforce the link between cleanliness and self-worth.
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Speaking about the campaign, Nnenna Onoh, Brand Manager for the Central East & West African Region (CEWA), stated that “the SABI Personal Hygiene Drive will create a ripple effect, fostering a culture of good hygiene practices that extends beyond the classroom” by involving students, teachers, and school administrators.
“The NIVEA SABI Personal Hygiene Drive is not merely a marketing initiative. It is an investment in future leaders’ health, self-esteem, and general well-being. “By giving teens the knowledge, resources, and cost-effective solutions they require, NIVEA is paving the way for a time when personal hygiene is accepted as an essential aspect of daily life,” she said.
