Nivea

Strength in Numbers

Helping Nivea Transform Football Sponsorship into a Movement for Men's Mental Health.
    Creative
    Strategy
    Production
CHALLENGE

As a leading self-care brand, Nivea recognised the importance of extending their care beyond skincare products to make a positive impact on men's lives. With a focus on men’s mental health and the alarmingly high rate of suicide, Nivea sought to address the issue that many men struggle to discuss their emotions. 

Nivea needed a solution to shift the narrative from stigma to strength, through a purpose-driven strategy that would engage their target audience and create a proactive program for change.

INSIGHT

Research revealed that men were more likely to share their emotions in group therapy settings with less pressure to conform to traditional masculine norms. While finding the right words can often be difficult, numbers provide a universal language. Numbers help us quantify the world around us, and for men struggling to talk about their feelings, a number can help them start.  

HARNESSING THE POWER OF CONNECTION

Digitas sought to enhance Nivea’s existing partnership with Liverpool Football Club, transforming Nivea's cosmetic sponsorship into a meaningful social initiative that provided real support for men struggling. 

LFC star players actively participated in the campaign, successfully translating the language of sport into a language of mental health. The campaign was activated through online videos, DOOH placements, social, influencer and PR. By combining cultural and commercial impact,  Nivea not only elevated their brand but also played a crucial role in supporting men's mental health.

How are you out of 10? Our creative platform 'Strength in Numbers' asked a simple question - 'How are you? Out of 10?' - to kick start the conversation within an environment men understood and engaged with every week: football.
Men's health charity: Talk Club The campaign raised awareness of the options men's have to discuss their feelings - working with mental health charity, Talk Club, to offer talking, sports, and therapy groups to keep men mentally fit.
Meaning and Message The creative platform was designed to engage men in group environments and provide them with accessible tools to start conversations about their mental health, creating psychological safety within a team environment and reinforcing the notion that the strongest teams talk.
The Strength to Keep Going The final step in the program is about ensuring the conversation doesn’t end after the initial check-in. By fostering an environment where regular reflection and open dialogue are part of everyday routines, this initiative gives men the tools to maintain their mental fitness over time. It’s not just about one-off chats - it’s about creating lasting change for a stronger, more connected future.
TESTIMONIAL

Campaigns like this are so important. We need to encourage men to talk.

Nivea Men Logo
James Milner Premier League Footballer
IMPACT
  • 21%

     engagement compared with 4% average pre-campaign

  • 82

    editorials equating to a combined readership of 30mil

  • +7%

    points increase to Nivea social followers

Digitas