NIVEA has successfully concluded the SABI Personal Hygiene Drive, a campaign aimed at educating high school students on personal hygiene with a focus on underarm care and deodorant use.
The initiative, which ran from September 13 to November 28, 2024, reached over 190,000 teenagers aged 13 to 18, spreading awareness across more than 500 schools in Lagos, Port Harcourt, and Abuja.
The campaign used the SABI Workbook to deliver engaging lessons on the science of body odor, effective hygiene practices, and the importance of deodorants in daily care. NIVEA’s team, alongside child educators, conducted interactive sessions, empowering students with the knowledge to navigate personal hygiene during adolescence.
“Puberty brings about changes in the body that can cause discomfort and confusion,” said Oluwadamilola Adeyemi, Marketing Activation Manager at NIVEA. “This is why NIVEA is committed to providing accurate, age-appropriate information that resonates with young people, many of whom are navigating these changes for the first time.”
Adeyemi emphasized the campaign’s focus on underarm hygiene, an often-overlooked aspect of personal care. “By tapping into the lives of adolescents at this crucial stage of their hygiene journey, NIVEA aims to build long-lasting relationships with young consumers. The SABI Personal Hygiene Drive not only positions NIVEA as a trusted brand for personal care but also strengthens its credibility as a company that understands and addresses the unique hygiene needs of young people.”
The initiative also introduced NIVEA’s Dry Impact and Dry Comfort Roll-ons in a new 25ml format, nicknamed the “SABI roll-on.” Designed to be both affordable and effective, it caters to teenagers facing financial challenges, providing a practical solution to maintain daily hygiene.
Nnenna Onoh, Brand Manager for the Central East & West African Region, highlighted the wider impact of the drive. “By involving students, teachers, and school administrators in the campaign, the SABI Personal Hygiene Drive will create a ripple effect, fostering a culture of good hygiene practices that extends beyond the classroom,” she said.
“The SABI Personal Hygiene Drive is more than just a campaign. It is an investment in the health, confidence, and well-being of tomorrow’s leaders,” Onoh added. “By providing teenagers with education, tools, and affordable solutions, NIVEA is setting the stage for a future where personal hygiene is embraced as a fundamental part of everyday life.”
Through this initiative, NIVEA has not only reinforced its position as a trusted brand but has also made a meaningful contribution to fostering hygiene awareness among Nigeria’s youth.
