NIVEA Men: Reach Out

One of the biggest problems facing British men is loneliness, with 1/3 of men saying they feel lonely often. As the UK headed into its second official lockdown, we decided it was time for NIVEA men to show care beyond their products... so for International Men's Day we made a film with no music, special effects or clever editing... just a sit down with a man who cares, to let men know that it's OK to reach out.

Our aim wasn't to sell or promote products, it was a chance for NIVEA Men to show what they stand for, which is care, and if we helped just one man reach out and ask for help then we had done what we set out to do.

We created a spoken word in a film, ‘A Message to All Men’ starring the incredibly talented spoken word poet Alika J. In our film, Alika delivers a powerful message for all men speaking up about the importance of telling your friends that you are here for them so that they don’t have to go it alone, especially in these difficult times.

The results were overwhelmingly positive. Our ‘Message to All Men’ film was viewed by over 3 million people.
We made sure our message reached as many men as possible by working with our LFC partners, who supported us through their social channels as well as player involvement from Jordan Henderson as well as LFC Legends. We used influencers such as Dr Alex George (TV Doctor) to enable us to further deliver our ‘Message to All Men’ to an additional 50,000 accounts. Despite our impressive campaign reach, the most important and powerful takeout form the campaign was the way our ‘reach out’ message connected with men on a deeper level. Our film had the highest engagement rate and view-through rate (double industry benchmarks) of any content posted on our social channels.

Men from across the country, of all different ages and backgrounds, took the time to say how much they appreciated what NIVEA MEN had done and how it had inspired them to reach out to someone.