The Drum Awards Festival - Extended Deadline

-d -h -min -sec

By Taruka Srivastava, Freelance journalist

June 9, 2022 | 2 min read

Liverpool FC players Joe Gomez, Caoimhín Kelleher and Adrián have shared their mental health stories to encourage others to do the same as part of a Nivea Men’s advertising campaign.

It continues the previously-launched ‘Strength in Numbers’ ad, which was shot entirely unscripted in the changing rooms at Anfield. It sees players use a 1-10 scale to help them talk about their experiences of feeling low, to show how the question helps men quantify and share their feelings.

Kelleher talks about his struggles moving from Ireland at the age of 16 and missing home, recalling feeling a three or a four at the time; Gomez talks about when he felt he was at a three; and Adrián speaks about being injured and how that affected his mental health.

In support of the campaign, the players swap their usual squad numbers for shirts with a number reflecting how they felt on the scale. The campaign has been developed by Digitas UK to drive conversations and change the narrative that often portrays men opening up about their mental and emotional state as a sign of weakness.

The campaign has been developed together with mental health charity Talk Club to help men take care of their mental fitness by talking more regularly about how they are feeling. It will run across digital and social channels, as well as targeting the Liverpool FC fanbase through match day programmes and email.

Emma de la Fosse, Digitas UK chief creative officer, said: “‘How are you, out of 10?’ is a simple but powerful way to help men talk about their mental health. This film is a reminder that everyone, even the most mentally strong football players, can struggle at times – but anyone can use this question to start a healthy conversation and check in.”

Nivea Men senior brand manager Emily Marcham said: “This campaign started with a message for men to show they don’t have to walk a solitary path when dealing with mental health. With the help of Talk Club and Liverpool FC players, we’re please to be able to offer a practical solution and tools to help them have those conversations and take care of their mental health.”

Creative Creative Works Liverpool FC

More from Creative

View all