EmPLE Uses Valentine Campaign to Frame Insurance as a Practical Act of Love

EmPLE has used its 2026 Valentine’s campaign to push a different message to Nigerian couples: love should also include financial protection and long-term planning.

In Lagos on February 28, the insurer said its #ProtectionAsLove initiative moved away from the usual seasonal focus on gifts and romance. Instead, the company positioned insurance as part of shared responsibility in relationships, especially for couples thinking about stability and family outcomes.

According to the company, the campaign asked couples to submit personal stories showing how they demonstrate commitment beyond words. EmPLE said many entries highlighted resilience, sacrifice and practical decisions around future planning.

From the submissions, Solomon-Aigbe Mojisola and Kudirat Olanrewaju Dosunmu were selected as standout couples. Both received curated, all-expense-paid premium Valentine experiences. EmPLE said the recognition was designed to reward intentional choices in relationships, not only emotional expression.

Olalekan Oyinlade, Managing Director/CEO of emPLE General Insurance Limited, said the campaign aimed to change how consumers think about insurance.

“Insurance is fundamentally about responsibility. It is one of the most tangible ways individuals protect the people they care about. Through #ProtectionAsLove, we wanted to demonstrate that safeguarding the future is a meaningful expression of commitment,” he said.

Jolaolu Fakoya, Acting Managing Director/CEO of emPLE Life Assurance Limited, said the company sees joint planning as central to relationship security.

“At emPLE, we believe planning together builds true stability. Choosing protection is a conscious decision that shows you are taking responsibility for your partner and family’s future. That’s what intentional love looks like,” said Jolaolu Fakoya, Acting Managing Director/CEO of emPLE Life Assurance Limited.

Industry analysts said the campaign reflects a wider trend in Nigeria’s insurance market, where firms are trying to make products more relatable for younger urban professionals. These consumers increasingly expect clear value, trust and practical support from financial brands.

By linking emotional storytelling to financial preparedness, EmPLE is trying to make insurance feel less transactional and more relevant to day-to-day life decisions.

The company described the campaign as part of its wider strategy to expand customer-focused, digitally enabled life and general insurance products across Nigeria.