NIVEA’s agency partners Richards Rose, OMD, FORWARD Agency and VMLY&R have united to create a new brand campaign for NIVEA’s key charity, SISTER2sister.
SISTER2sister helps at-risk teenage girls, termed ‘Little Sisters’, by pairing them with Big Sisters in a mentoring program across 12 months.
NIVEA has been a major sponsor and active partner and supporter of SISTER2sister for over 10 years.
In order to further drive awareness of the valuable work of SISTER2sister a fully integrated campaign has been created and launched.
This campaign has been developed on a pro bono basis with the collective co-operation of NIVEA’s agency partners.
The campaign will feature TV, digital video, OOH, digital display, magazine print and editorial, Facebook, a new website and a range of PR to bring it to life.
Richards Rose led the strategy and development of the brand platform ‘Help a little sister fly’, bringing it to life through short stories from the actual Big Sisters where they openly talk about the small transformations of their Little Sisters.
OMD led the media strategy and engagement of the media partners (Bauer, Pacific Magazines, Newscorp, VMO, oOh!, Channel 9, Network 7, Network Ten and MCN), while FORWARD Agency led the PR component.
VMLY&R was tasked with refreshing the SISTER2sister campaign website, www.sister2sister.org.au.
Cause-related marketing consultancy, Carolyn Butler-Madden also advised on the development of the strategy.
Beiersdorf ANZ GM marketing Julia Braun said: “With some of our employees having been Big Sister mentors and experiencing firsthand how SISTER2sister helps to break that cycle of neglect and abuse, it is our aim to empower this valuable charity to give more young girls the opportunity to turn their lives around.
“With the outstanding support of our agency and media partners the new campaign is aimed at driving awareness and donations for SISTER2sister in order to make this happen.”
Richards Rose CEO Digby Richards said: “When we met Jess Brown, the founder of SISTER2sister, we were moved by the relationships formed between the Big Sisters and the Little Sisters.
“Our sole task and duty was to carefully express the power of this union.”
The SISTER2sister program is unique in Australia providing guidance, education, mentoring and a safe-haven for these Little Sisters, to break the cycle of abuse and neglect and help them turn their lives around.
By equipping the Little Sisters with crucial survival and life skills, the resilience to overcome challenges, and an environment fostering self-worth, the SISTER2sister mentoring program empowers them to make positive choices for a better future.
Client: SISTER2sister, in partnership with NIVEA
Creative agency: Richards Rose
Production company: Tee Pot Films
Director: Tony Prescott
Producer: Dinusha Ratnaweera
Sound studio & music production: Nylon Studios
Stills photography: Tobias Rowles
Media agency: OMD
PR: FORWARD Agency
Marketing consultancy: Carolyn Butler-Madden