Nivea is the latest brand to encourage men to open up about their mental health with the launch of a new soccer-themed U.K. campaign called "Strength in Numbers."
Created by Publicis Groupe's Digitas U.K., the campaign launches online with a 60-second film featuring boys from Liverpool Football Club's under-eight academy, plus boys from local primary schools. They are shown alone in different urban locations speaking lines from the well-known Liverpool anthem "You’ll Never Walk Alone" to the camera. Towards the end of the film we see the boys come together at the Liverpool training academy, along with a sobering statistic— that 50% of mental health problems begin before the age of 14.
Viewers are directed to Nivea Men Strength In Numbers website, where they can find out more about how to improve their mental health. The campaign was created in collaboration with TalkClub, a "talking and listening" club for men, and with Liverpool FC.
The film was shot by Karen Cunningham of Prodigious, whose previous work includes the Barbie campaign "Imagine the Possibilities."
"That one in three men often feels lonely is a sad thought, but even more depressing is that many are dealing with mental health issues alone because of the stigma they believe they’ll face talking about it," said Nivea Senior Brand Manager Emily Marcham in a statement. "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.”
The campaign, which will run across the U.K. in cinemas and online, is Digitas’ first for Nivea Men since it won the account in September 2021, with a remit encompassing digital strategy, social media content and community management.
"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," added Emma de la Fosse, chief creative officer, Digitas. "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.”