Cannes-Do Festival Banner
Author

By Hannah Bowler | Journalist

April 29, 2022 | 2 min read

Nivea Men has asked men to open up about their mental health in its latest campaign run in conjunction with the charity Talk Club.

The campaign is Digitas’s debut for Nivea Men after it won the account in September. The skincare brand brought on the agency to drive its digital strategy, create its social media content and for community management.

Called ‘Strength in Numbers,’ it launched with a 60-second film featuring members of Liverpool FC U8 academy and kids from local primary schools. The film shows the kids speaking lines from the iconic Liverpool FC song You’ll Never Walk Alone, and concludes with the stat that 50% of mental health problems begin before the age of 14.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

The spot directs audiences to the Nivea Men Strength in Numbers webpage, which offers support and advice, as well as asking men to share their feelings and mental health stories.

The project was inspired by the stat that one in three men claim they often feel lonely, but they don’t know how to talk about how they feel.

Director Karen Cunningham shot the film, which will run in UK cinemas and online and be supported by a social campaign and dedicated website.

“Our ambition with the ‘Strength in Numbers’ campaign is to change that narrative by helping men to learn how to talk about their feelings and showing that there’s strength in coming together both on and off the field,” Nivea Men’s senior brand manager Emily Marcham said.

Emma de la Fosse, chief creative officer, Digitas, said: “We created the Strength in Numbers campaign to help Nivea Men drive real change for men’s mental health and get more men talking and checking in with each other. But we’re not only focused on today – we wanted to establish a future-ready platform that will become a key strategic pillar for the brand.”

Modern Marketing Brand

More from Modern Marketing

View all