NIVEA Launches Initiative to Promote Personal Hygiene Among Students

The SABI Personal cleanliness Drive, an effort to teach high school students the value of personal cleanliness with a particular focus on deodorant use and underarm care, has been concluded by leading personal care company NIVEA.

This successful campaign, which ran from September 13 to November 28 and aimed to reach at least 190,000 students, 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 necessary to maintain good hygiene.

The NIVEA SABI Personal Hygiene Drive campaign, which involved more than 500 schools in Lagos, Port Harcourt, and Abuja, was centered on hygiene education. Child educators and a trained team visited schools to conduct interactive lessons using the SABI Workbook, a resource created to teach students the science behind body odor, good hygiene habits, and the function of deodorants in daily personal care.

Speaking about the campaign, Oluwadamilola Adeyemi, Marketing Activation Manager, stated that adolescence can be a difficult time, particularly when it comes to realizing how important personal cleanliness is. “Changes in the body brought on by puberty can be confusing and uncomfortable. For this reason, NIVEA is dedicated to giving young people—many of whom are adjusting to these changes for the first time—accurate, age-appropriate information that speaks to them, she said.

She said that the SABI effort places a strong emphasis on maintaining good underarm hygiene, which is an important but frequently disregarded component of personal hygiene. Through lively debates, Q&A sessions, and entertaining activities, students were urged to use deodorants as a quick and easy way to get rid of body odor during class.

The firm launched NIVEA Dry Impact Roll-on and NIVEA Dry Comfort Roll-on in a new format (25 ml) because it recognized the financial constraints of youth, particularly in light of the nation’s current economic difficulties. Known as the SABI roll-on, it is a cost-effective choice and the ideal item for this market. “NIVEA hopes to establish enduring ties with young customers by leveraging their lives during this pivotal period of their hygiene journey. In addition to establishing NIVEA as a reliable personal care brand, the SABI Personal Hygiene Drive enhances the company’s reputation as one that recognizes and caters to the particular hygiene requirements of youth, the spokesperson stated.

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In order to continue the conversation in educational settings, the push also included visibility elements like stickers, mirrors, and notice boards. NIVEA honored the most active students in each school and gave the “SABI Star Award” to the neatest students as part of the activation. He or she stated that the purpose of these prizes is to reinforce the link between cleanliness and self-esteem and to motivate students to continuously uphold high standards of hygiene.

“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,” said Nnenna Onoh, Brand Manager for the Central East & West African Region (CEWA).

There is more to the NIVEA SABI Personal Hygiene Drive than just a marketing campaign. It is an investment in the wellbeing, self-assurance, and health of the leaders of tomorrow. By providing teenagers with the education, tools, and affordable solutions they need, NIVEA is setting the stage for a future where personal hygiene is embraced as a fundamental part of everyday life,” she said.