One Man, One Jacket
Water Safety
Awareness Campaign
"One Man, One Jacket” is a nationwide water safety awareness campaign conceived and executed by P&F Ltd in partnership with the National Inland Waterways Authority (NIWA) and the Federal Ministry of Marine and Blue Economy. The campaign addresses recurring fatalities on Nigeria’s inland waterways by promoting life jacket use and personal responsibility among passengers and boat operators.
The Challenge: Safety regulations exist, but compliance remains inconsistent. Life jackets are often ignored and previous messaging lacked the cultural relevance needed to drive real behavioural change at scale. NIWA required a campaign that could simplify safety into everyday action.
The Idea: One Man, One Jacket. A clear, personal directive that reframed water safety from regulation to responsibility. The simplicity of the message made it easy to adopt, repeat and enforce within communities.
Our Role: P&F Ltd led the campaign end-to-end, delivering strategy, creative direction, messaging development, behavioural change frameworks, community sensitisation concepts and experiential activations aligned with NIWA’s national safety mandate.
People Reached
250000+
States Reached
10+
Audience Reach
3000000+
Communities Impacted
30+
Our Impact: The campaign strengthened NIWA’s people-first safety narrative and embedded water safety into everyday conversations. By reducing compliance to a single human action, One Man, One Jacket created a foundation for sustained behavioural change beyond the campaign timeline.
