The NIVEA SABI Personal Hygiene Drive, which concluded recently, made a significant impact in promoting personal hygiene awareness among Nigerian high school students. The campaign, which ran from September 13 to November 28, 2024, aimed to educate students aged 13-18 about the importance of personal hygiene, with a specific focus on underarm care and deodorant use.
With the goal of reaching 190,000 students, the program successfully engaged over 500 schools in Lagos, Port Harcourt, and Abuja. NIVEA partnered with educators and trained teams to visit schools and provide interactive lessons using the SABI Workbook. This resource was designed to educate students about body odour, effective hygiene practices, and the role deodorants play in personal care.
Oluwadamilola Adeyemi, Marketing Activation Manager for NIVEA, shared that adolescence can be a challenging time, especially when it comes to understanding the changes the body undergoes during puberty. “Puberty brings about changes in the body that can cause discomfort and confusion. 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,” she explained.
One of the key messages of the campaign was the importance of proper underarm hygiene. Through discussions, Q&A sessions, and engaging games, students were encouraged to incorporate deodorants into their daily routines to effectively manage body odour. NIVEA also introduced a new, affordable 25 ml version of its popular Dry Impact and Dry Comfort Roll-ons, which were specifically tailored to meet the financial needs of the teenage demographic, offering a practical and accessible solution for their hygiene needs.
The drive also featured various visibility items such as stickers, mirrors, and notice boards to continue the conversation around hygiene in schools. To further motivate students, NIVEA introduced the “SABI Star Award” to recognize the most engaged students in each school, rewarding their commitment to maintaining high hygiene standards.
Nnenna Onoh, Brand Manager for the Central East & West African Region (CEWA), emphasized the importance of involving students, teachers, and school administrators in the campaign. “By involving all these groups, the SABI Personal Hygiene Drive will create a ripple effect, fostering a culture of good hygiene practices that extends beyond the classroom,” she said.
Ultimately, the NIVEA SABI Personal Hygiene Drive is not just a campaign, but a strategic investment in the health, well-being, and self-esteem of young people. By providing essential education and affordable solutions, NIVEA is paving the way for a future where personal hygiene is embraced as a key part of daily life, ensuring that teenagers feel confident and healthy as they grow.
