During the rapid spread of COVID-19 in Nigeria, the private sector faced the dual task of mobilizing critical resources and securing public trust. This was complicated by the swift proliferation of rumors and misinformation, which often outpaced factual updates at a national scale.
IMG established a “brand of hope” centered on the unifying slogan “Staying Alive Together.” This identity was integrated into isolation center branding, food palliative packaging, and vehicle logistics. To ensure broad accessibility, public messaging was delivered in phases and adapted into local languages and sign language.
The coalition successfully raised over ₦40bn for Nigeria’s pandemic response. The campaign earned international acclaim for its inclusive reach and received formal commendation from President Buhari in February 2023.
