Design an Insurance Literacy Campaign for First-Time Earners in Northern Nigeria

Nigeria's insurance penetration sits below one percent of GDP, and in the North West and North East zones it is even lower. Many young people entering the workforce in cities like Kano have never interacted with a formal insurance product and have no framework for understanding what it is. The dominant mental model is either suspicion (companies take your money and disappear) or irrelevance (my family will support me if something goes wrong). Changing this requires communication that meets people where they are: in Hausa, on WhatsApp and TikTok, through voices they trust, and with analogies drawn from familiar financial practices like adashe (rotating savings groups). A generic national campaign will not work. Something specific to the cultural and linguistic context of northern cities might. Your deliverable is a full campaign concept, not just a mood board. It should include: a defined audience segment (age, city, occupation), a core insight about their current relationship with risk and money, a campaign idea with a central message, and at least three execution examples across two channels (for instance, a WhatsApp voice note script, a 30-second TikTok concept, and a market activation idea). Write the actual copy for each execution, in English and Hausa where relevant. Good work will avoid two traps: being preachy and educational on one hand, or being so creative that the insurance message disappears on the other. The campaign should make insurance feel normal and useful, not scary or bureaucratic. Judges will look for genuine cultural grounding, not surface-level references.