Leadway, in partnership with the National Youth Service Corps (NYSC), recently carried out an activation at the Lagos NYSC Orientation Camp aimed at increasing financial awareness among corps members.
During the programme, Olusola Ayodele of Leadway led brand sessions that explained the company’s portfolio. He stressed the importance of pensions and long-term financial planning, noting that “For more than 50 years, Leadway has been more than an insurance company. We’ve grown into pensions, asset management, health, and trusteeship — all to secure the future of Nigerians, especially young people stepping into their tomorrow.” His remarks encouraged participants to view pension schemes as part of their financial journey.
The initiative, held under the Lead Forward campaign, engaged more than 2,000 corps members with a focus on pensions and financial planning. The event sought to address the perception that “pension is for old people” and encouraged young Nigerians to begin planning for their future early.
The activation was executed by Catch and Splash, an activation and experiential agency under The Hook. It combined financial education with interactive activities designed to inform and engage corps members.
Alongside the talks, the camp featured a range of interactive activities. A camel stunt generated discussions across the camp, while games such as Jenga, Spin the Wheel, and Hunt and Win created opportunities for participants to learn financial lessons in an engaging way. Promoters stationed across the venue further educated corps members on the benefits of enrolling in pension schemes early.
Oluwakemi Lasisi, Lead at Catch and Splash, explained the motivation behind the campaign. “This activation was more than just a campaign; it was about reshaping perceptions and helping young people understand that financial empowerment starts now. By catching them young, we’re helping them make smarter choices for tomorrow.”
Toheeb Dele Balogun, Director of Creativity at Catch and Splash, also played a key role in ensuring the sessions and activities reached their objectives.
The activation highlighted Leadway’s effort to reach younger Nigerians with relevant financial information. By combining education with interaction, the company introduced corps members to the importance of financial discipline and long-term planning.
Through this initiative, Leadway reinforced its commitment to providing financial solutions and awareness. The activation positioned pensions as a practical tool for young Nigerians beginning their careers and underlined the importance of making informed financial decisions early in life.
