The humanitarian crisis in North-East Nigeria resulted in massive displacement, leaving women and children particularly vulnerable. To secure large-scale private-sector funding, it was necessary to overcome donor exhaustion by crafting a narrative that was personal, urgent, and deeply rooted in the local context.
An integrated 360-degree strategy was developed around the emotive refrain “it is well,” complemented by poignant, pidgin-inspired messaging such as “no dey kill disease” and “no be pure water.” This multi-channel execution included TV and radio scripts, press advertisements, ATM branding, and branded merchandise. A key highlight was an immersive in-person activation featuring standee storytelling and a dedicated donation station centered on the experience of a single displaced child.
The campaign set a target of $6M in relief funding for internally displaced persons within the North-East. This comprehensive effort served as a significant driver for both public awareness and the mobilization of essential resources for the initiative.
