A new nationwide insurance campaign is challenging long-standing misconceptions among Nigerians while promoting a culture of financial preparedness.

The new campaign spearheaded by Leadway Assurance, under ‘No Looseguard’ tagline, is using relatable language and real-life scenarios to encourage individuals and families to see insurance not as a luxury but as a practical tool for protecting their future.

With insurance penetration still under three per cent and long-term financial planning below 30 per cent, most Nigerians remain financially vulnerable to unforeseen events such as accidents, illness, job loss and property damage.

The campaign, launched by the insurer, aims to bridge the gap not just by selling insurance, but by changing perceptions.

‘No Looseguard’, a slang term used to warn against carelessness, has been transformed into a national reminder to prepare for life’s uncertainties.

By using familiar language and culturally resonant storytelling, the campaign speaks directly to Nigerians who often rely on faith and optimism as substitutes for protection. In a society where phrases like ‘We go manage’ and ‘God dey’ are daily affirmations, Leadway offers a simple but powerful message.

The campaign speaks to a country where stories abound about how families fall into financial distress from events they could not control.

From floods destroying market stalls to accidents sidelining breadwinners, the economic impact of being uninsured is widespread and long-lasting.