The SISTER2sister program provides young girls education, mentoring and a safe haven.
Nivea's agency partners OMD, Richards Rose, FORWARD Agency and VMLY&R have united to raise funds for teenage girls.
The brand has been a sponsor of the SISTER2sister charity for more than 10 years and seeks to raise greater awareness for the organisation in its new campaign.
Richard Rose led the development of the brand platform, 'Help a Little Sister Fly', which features 'big sisters' sharing the transformation of 'little sisters'.
OMD led the media strategy and engagement of media partners such as Bauer, Pacific Magazines and News Corp, while FORWARD looked after the PR components.
VMLY&R was tasked with refreshing the SISTER2sister campaign website.
Nivea's parent company Beiersdorf's ANZ GM of marketing Julia Braun said it was motivated to support young girls.
“With some of our employees having been Big Sister mentors and experiencing firsthand how SISTER2sister helps to break that cycle of neglect and abuse,” Braun said.
“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.”
The campaign rolls out across TV, digital, out of home, magazine and Facebook.
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