One Man, One Jacket
P&F Ltd., in strategic partnership with the Nigeria Inland Waterways Authority (NIWA), created and implemented the One Man, One Jacket campaign, a multi-state public safety initiative aimed at reducing fatalities on Nigeria's inland waterways through the promotion of compulsory life jacket use. The project focuses on strengthening safety behaviour among waterway users, improving compliance with life jacket regulations, and reinforcing institutional and community-level awareness on accident prevention and water-related risk management.
The campaign is currently being implemented across various states in Nigeria including Kogi, Kebbi, Sokoto and Niger States, with structured expansion across additional riverine corridors. Activities span community sensitization, stakeholder engagement, safety advocacy and public awareness deployment designed to embed life jacket usage as a standard safety practice for all inland water transport.
Key interventions under the project include community-level safety sensitization across high-traffic riverine locations, institutional collaboration with state emergency and safety agencies, deployment of public safety communication materials and behavioural messaging, strategic awareness campaigns through field engagement and media channels, and reinforcement of safety compliance and accident prevention culture.
Through this partnership, P&F Ltd. provided project management, creative direction, implementation support, field coordination and structured safety communication to strengthen the operational reach and amplification of NIWA's inland waterway safety mandate. This comprehensive approach ensures that safety messaging reaches waterway users effectively and consistently across all target locations.
People Reached
250,000+
States Reached
10+
Audience Reach
3M+
Communities Impacted
30+
Key Metrics
Compliance Rate
Compliance monitoring across 15 waterfront locations shows a strong upward shift in safety behavior post-campaign. Average life jacket usage increased from 30% to 65%, a 35-percentage-point improvement. All four states more than doubled their baseline compliance rates. Results were reinforced by direct operator engagement and an 85% enforcement pledge rate.
Campaign Reach Distribution by Channel
The campaign utilized a multi-channel distribution strategy combining on-ground activation, broadcast media, print publications, outdoor billboards, and digital platforms. Television and newspapers drove mass awareness, while waterfront engagements and billboards ensured sustained local visibility.
User Classification: On Field Approach
Passengers, operators, and community leaders collectively drove measurable behavioral change, normalizing life jacket use and strengthening waterway safety.
Performance Data
Life Jacket Usage in Monitored Locations
Operator Enforcement Commitment
Media Coverage Across States
Key Performance Indicators (KPIs)
Over 15,000 inland waterway users engaged, with 95% of boat operators pledging enforcement and average life jacket compliance increasing from 40% to 85% across four states.
The project contributes to national efforts to reduce preventable waterway fatalities, improve public safety behaviour and strengthen resilience across riverine communities where waterways remain critical transport and economic routes. By embedding life jacket usage as a normative safety practice, the campaign addresses a fundamental gap in public safety infrastructure and behavioral compliance within Nigeria's inland waterway transport system.
