Empowering Dele

The Challenge

It began with a photo that broke hearts across Nigeria: a young girl, Fathia Dele Rasheed, bent over her homework under the dim light of an ATM. A picture of resilience. A mirror of a nation still in the dark.

While the world celebrated her determination, we saw a moment to act. A chance for Lumos Nigeria, Africa’s leading solar energy provider, to show that power fuels more than homes; it fuels dreams.

Nigeria’s power crisis leaves millions in darkness, with only 40% of the population connected to the grid. Dele’s story mirrored a national reality, and we wanted Lumos to be the spark that turned empathy into impact.

The Strategy

Our mission was simple but powerful: to turn a viral moment into a lasting story of hope.

We began by listening to what Dele’s photo stirred in people: compassion, frustration, and need for change. That emotion became our blueprint. Lumos would respond with action that proved what access to energy truly means.

The strategy focused on three objectives: reinforcing Lumos’ leadership through purposeful intervention, building genuine connections with communities, and amplifying a message that light allows people to live fully and freely.

Campaign visual with text 'See Finish Get Covered'
Tweet reaction to the campaign Street protest visual on social media

The Execution

We began by verifying the story and connecting directly with the original source. Lumos’ regional team was mobilized immediately and traveled to Dele’s hometown in Ondo State to install a complete Lumos solar home system at her family’s residence.

To ensure nationwide visibility, we designed a media plan that combined local authenticity with national reach. Ondo State Television was engaged for exclusive coverage, while broader storytelling unfolded across radio, print, and digital platforms in English, Yoruba, and Pidgin; making the message relatable to every Nigerian household.

The Outcome

The campaign transcended marketing to become a movement of empathy and progress. It sparked nationwide conversations about energy inequality and the power of private sector intervention.

Over 9.5 million social media impressions were recorded, reaching more than 5 million people with 94% positive media sentiment. The Lumos brand experienced a surge in visibility, inquiries, and community goodwill, inspiring competitors to follow its example.

Most importantly, Dele’s light became a symbol of what’s possible when innovation meets intention.

The campaign’s impact and originality earned us the Platinum SABRE Award for Superior Achievement in Corporate Social Responsibility, cementing our reputation as a creative force, capable of turning human stories into social transformation.

More than a CSR campaign. We proved that light can change everything.

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