NIVEA Tales - Приказна синя грижа с NIVEA

SHORT DESCRIPTION OF THE PROJECT

NIVEA Tales is a unique range of limited edition, collectable tins that showcase the exciting adventures of a young boy and his sister along with a rabbit and a cute little Fairy. The limited editions comprise of four illustrated special designs on the iconic NIVEA Creme tins. An exclusive story complements each design. Apart from being available with the product, the stories can be found online.

Story-telling is one of the most magical times shared between the mother and the child. Through stories the parent teaches the child the various values of life in a fun filled environment. NIVEA Tales was developed with the clear objective of augmenting this experience. Each story has been designed around a specific life value like “trust”, “courage”, etc. that parents will find inspirational to share with kids.

According to different NGOs, Bulgaria ranks first in Europe by the number of abandoned children – an average of 2000 children per year, half of whom abandoned right after birth.

TASK

NIVEA Tales is a unique range of limited edition, collectable tins that showcase the exciting adventures of a young boy and his sister along with a rabbit and a cute little Fairy. The limited editions comprise of four illustrated special designs on the iconic NIVEA Creme tins. An exclusive story complements each design. Apart from being available with the product, the stories can be found online.

Story-telling is one of the most magical times shared between the mother and the child. Through stories the parent teaches the child the various values of life in a fun filled environment. NIVEA Tales was developed with the clear objective of augmenting this experience. Each story has been designed around a specific life value that parents will find inspirational to share with kids.

As a part of its continuing commitment to caring for the whole family, NIVEA Crème decided to address clients, partners, media, celebrities and influencers and ask them to join the company in its efforts to make sure values such as “trust”, “protection” and “care” are being taught to and experienced by those who need them the most – the children in the SOS Children’s Villages Bulgaria.

After supporting the successful launch of the initiative in Bulgaria, APRA PN was entrusted the communication campaign for a second year in a row in 2016.

SOLUTION

According to the Social Assistance Agency data, 334 babies were abandoned in maternity hospitals in Bulgaria between the beginning of 2015 and the end of November 2015, while social care workers started working on 1050 new cases on preventing abandonment during this period.

According to different NGOs, Bulgaria ranks first in Europe by the number of abandoned children – an average of 2000 children per year, half of whom abandoned right after birth.

In order to create maximum awareness about the fate of those children, we decided to approach a wide range of ambassadors from various fields of public life and ask them to do one simple thing to support the campaign and show their engagement – write a fairy tale. We invited not only media, celebrities and influencers to do it, but former dwellers of the SOS Children’s Villages as well

EFFECTIVENESS AND FINAL RESULTS

• More than 50 ambassadors, including journalists, bloggers and celebrities, joined the initiative and spread its message.
• Over 100 tales had been written and published under the initiative’s hashtag: #ПриказнаСиняГрижа.
• There were more than 100 publications about the initiative in both, online and print media.
• 200 limited edition booklets were given to children from SOS Children’s Villages.
• BGN 41 836, 20 was donated to SOS Children’s Villages Bulgaria.

“If the effectiveness of the project could be measured through the eyes of children from SOS Children’s Villages, who had received the attention and resources they need in order to have the childhood they deserve, this campaign would have been the most successful one in the entire history of our brand in Bulgaria. The tremendous support from the ambassadors and the general public turned “Fairy Tale Moments of Care” into a tradition, which conveys the most important values in a family – love, care and protection”, said Tsvetomira Sarlova, Trade Marketing Manager at NIVEA Bulgaria.