NIVEA × Petits Frères des Pauvres
Demain en main

Context
To bring its global purpose, “Human touch is a force”, to life in France, NIVEA partnered with Les Petits Frères des Pauvres, an organisation dedicated to combating loneliness and social isolation among older people.

Insight
For an isolated older person, care goes far beyond skincare. A touch, a letter or a moment shared with someone can provide comfort, restore connection and transform their everyday life.

Concept
Demain en main—literally “Tomorrow in Hand”—connects the power of human touch with the idea that a more caring future is in our hands. The name also plays on the French expression “de main en main”, meaning “from hand to hand”, reflecting how care, kindness and human connection can be passed from one person to another.

The initiative encouraged consumers and NIVEA employees to share moments of care while raising funds for wellbeing sessions for isolated older people.

Work: Concept development, script writing, naming and copywriting