NIVEA Empowers Nigerian Students with SABI Personal Hygiene Campaign

Leading personal care brand NIVEA has successfully concluded the SABI Personal Hygiene Drive, an initiative aimed at educating high school students about the importance of personal hygiene, with a special focus on underarm care and the use of deodorants.

The impactful campaign, which ran from September 13 to November 28, targeted teenagers aged 13–18 and reached over 190,000 students across Lagos, Port Harcourt, and Abuja. Through this initiative, NIVEA not only provided essential hygiene knowledge but also introduced its Dry Impact and Dry Comfort Roll-on products as effective solutions for daily care.

Over 500 schools participated in the program, where trained educators used the SABI Workbook to deliver engaging lessons on the science of body odour, proper hygiene practices, and the importance of deodorants. Activities included interactive discussions, Q&A sessions, and fun games designed to encourage students to adopt these habits into their daily routines.

Speaking about the campaign, Oluwadamilola Adeyemi, Marketing Activation Manager, highlighted the importance of the initiative:

“Adolescence is a challenging time for many young people, as they navigate the physical and emotional changes brought about by puberty. At NIVEA, we are committed to providing accurate, relatable information that helps them maintain confidence and good hygiene during this transition.”

The SABI campaign also emphasized the need for proper underarm hygiene, a critical yet often overlooked aspect of personal care. To address the financial barriers many teenagers face, NIVEA introduced the SABI Roll-on, a 25ml affordable version of its Dry Impact and Dry Comfort Roll-on products, perfectly suited for this demographic.

“This initiative allows us to connect with young consumers at a pivotal stage in their lives,” Adeyemi added. “By offering affordable solutions, NIVEA not only meets their hygiene needs but also strengthens its position as a trusted personal care brand.”

To keep the conversation alive, the campaign also provided schools with visibility tools like stickers, mirrors, and noticeboards. Students were further motivated through the SABI Star Award, which celebrated the neatest and most engaged students in each school, reinforcing the connection between cleanliness and self-esteem.

Nnenna Onoh, Brand Manager for Central, East, and West Africa (CEWA), emphasized the broader impact of the drive:

“By involving students, teachers, and school administrators, the SABI Personal Hygiene Drive fosters a culture of good hygiene that extends beyond the classroom. This initiative is an investment in the health, confidence, and well-being of tomorrow’s leaders.”

More than just a campaign, the SABI Personal Hygiene Drive reflects NIVEA’s commitment to empowering young Nigerians with the education, tools, and affordable solutions they need to embrace hygiene as a cornerstone of their daily lives.