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SISTER2sister / Nivea: This Is My Sister
NIVEA’s agency partners have united to create a new brand campaign for NIVEA’s key charity, SISTER2sister, which 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 including Richards Rose, OMD, FORWARD Agency & VMLY&R. Launching on 20th January, 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.
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