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LivewithLynda Dey Ok Brings Mental Health to Nigerian Screens
Dey Ok is a 2022 Nigerian mental health public-interest campaign created by LivewithLynda, using original music, film, and digital content to empathise with Nigerians facing economic hardship and encourage them to protect their mental wellbeing and move forward.
Published on October 12, 2022, the campaign responds directly to the compounding pressures facing the average Nigerian in the post-COVID-19 period. As LivewithLynda's own campaign brief describes it, the impact of the economy after COVID-19, the Ukraine-Russia war, and a cascade of social, economic, and environmental struggles has made daily existence genuinely difficult for millions. Incomes have stagnated or fallen while the prices of everyday goods have risen sharply, and the resulting strain on mental health has gone largely unaddressed in mainstream public discourse.
In Nigeria, that silence carries real weight. According to research published via Pmc Ncbi Nlm Nih Gov, mental health infrastructure and public awareness remain underdeveloped relative to the scale of need across the country. Dey Ok positions itself inside that gap, not as a clinical intervention, but as an act of cultural empathy. The campaign's title draws on Nigerian vernacular — a phrase meaning roughly that things will be alright — to signal solidarity rather than prescription. Produced by Kymo Kr8tiv Production and supported by Aspira Nigeria Limited and Tatspace, the campaign spans content, digital, and film formats. It was submitted to TheBriefCase, an online creative competition run by LivewithLynda itself, cementing its dual identity as both a public-interest initiative and a demonstration of creative capability within the Nigerian advertising landscape.
LivewithLynda grounds the Dey Ok campaign in a specific and documented Nigerian context. The strategic rationale begins with an honest assessment of economic conditions: stagnant or declining incomes, rising consumer prices, and the residual shock of the COVID-19 pandemic overlapping with global supply disruptions caused by the conflict in Ukraine.
Mental health awareness campaigns in Nigeria have a small but growing precedent. The Mentally Aware Nigeria Initiative, known as MANI, created the Suicide Notes campaign in 2021, which won a Gold award at the Luum Awards in Geneva that year, according to Businessday Ng. MANI also produced a Body and Mind print campaign in May 2021 connecting physical and mental fitness. The Love, Peace and Mental Health Foundation has run its own initiatives in the Nigerian market as well, according to vanguardngr.com. These campaigns collectively represent the competitive and cultural environment into which Dey Ok entered — a space where mental health advocacy is gaining traction but still lacks the saturation of consumer advertising categories.
What distinguishes LivewithLynda's approach is its choice to work through music and narrative rather than information or statistics. Where peer campaigns have leaned on print and social media awareness mechanics, Dey Ok builds its strategic case around emotional resonance, using film and an original track to reach audiences who may disengage from more clinical framings of mental health. Founded by Lynda Aguocha in 2017 as an Instagram-based advertising review platform, according to clapboard.com, LivewithLynda brings an insider understanding of how Nigerian audiences consume and share creative content — an understanding that shapes the campaign's distribution-first, empathy-led strategy across digital channels in Nigeria.
Kymo Kr8tiv Production serves as the production company behind Dey Ok, bringing the campaign's film and content elements to screen. The campaign centres on a single media asset — a film — that pairs visual narrative with an original musical composition, integrating the song as both emotional architecture and standalone cultural artefact.
The music is provided by Hakym The Dream, a Nigerian artist whose track Dey Ok was released in 2022, according to Music Apple. The decision to anchor a mental health campaign to an original song rather than a licensed track or voice-over narration is a deliberate creative choice. Music carries the capacity to bypass the defensive registers that audiences often apply to public health messaging, reaching emotional states that more didactic formats cannot access easily. In Nigerian popular culture, music functions as a primary vehicle for community feeling and shared experience, making it a logical and culturally specific creative tool for a campaign whose goal is solidarity rather than instruction.
The film format allows the campaign to place those musical and emotional elements inside a visual narrative that reflects recognisable Nigerian life circumstances — the economic pressures, the everyday friction of post-pandemic existence, the small and large ways that mental strain manifests in ordinary people. Supporting organisations Aspira Nigeria Limited and Tatspace contribute to the campaign's production and distribution infrastructure, reinforcing that Dey Ok, while rooted in a single creative voice, operates as a collaborative public-interest project. The campaign was entered into TheBriefCase competition under LivewithLynda's own submission, positioning the creative work simultaneously as advocacy and as a demonstration of Nigerian advertising craft.
No independently verified performance data for the Dey Ok campaign is available from third-party measurement sources. The figures on record come from the campaign's archive entry on clapboard.com, which reports 95,262 views, 18 likes, and 5 comments. The platform, measurement period, and paid-versus-organic distribution methodology behind these figures are not identified, so they should be read as directional indicators rather than audited results.
No verified awards for the Dey Ok campaign have been found across Cannes Lions, the Effie Awards, or comparable industry bodies, according to clapboard.com. The campaign has not been independently reviewed by trade press including Campaign, Ad Age, Adweek, The Drum, or Contagious.
Structurally, the campaign demonstrates meaningful choices. Its use of vernacular language in the title creates immediate cultural proximity with a Nigerian audience. The integration of an original music track by Hakym The Dream gives the campaign a life beyond its film format, extending potential reach through music platforms. The decision to work across content, digital, and film simultaneously reflects an understanding that Nigerian audiences are fragmented across channels. The Clapboard Score for Dey Ok is 56 out of 100, reflecting a campaign with a coherent emotional premise and culturally grounded creative execution, whose impact is constrained by limited documented distribution scale and the absence of measurable outcomes in the public record.
Dey Ok is a 2022 Nigerian mental health public-interest campaign created by LivewithLynda. It uses an original song by Hakym The Dream alongside film and digital content to empathise with Nigerians experiencing economic hardship after COVID-19 and encourage them to protect their mental wellbeing and keep moving forward.
Kymo Kr8tiv Production handled production for Dey Ok, with support from Aspira Nigeria Limited and Tatspace. LivewithLynda, the brand behind the campaign, was founded by Lynda Aguocha in 2017, according to clapboard.com. The campaign's music was created by Nigerian artist Hakym The Dream, whose track shares the campaign's title.
Dey Ok was published on October 12, 2022, in Nigeria. The campaign spans content, digital, and film formats and was submitted to TheBriefCase, an online creative competition operated by LivewithLynda itself, according to clapboard.com. It represents LivewithLynda's creative response to the mental health pressures facing Nigerians in the post-COVID-19 period.
Dey Ok integrates an original track by Hakym The Dream as the campaign's emotional core, using music to reach audiences who may disengage from clinical mental health messaging. In Nigerian culture, music functions as a primary vehicle for shared experience, making it a culturally specific and strategic creative tool for a solidarity-driven public-interest campaign.
Dey Ok holds a Clapboard Score of 56 out of 100. The score reflects a campaign with a coherent emotional premise and culturally grounded execution, using Nigerian vernacular and original music effectively. Its score is constrained by limited documented distribution scale and the absence of independently verified performance outcomes in the public record.
Dey Ok entered a small but growing field of Nigerian mental health advertising. The Mentally Aware Nigeria Initiative's Suicide Notes campaign won a Gold at the 2021 Luum Awards in Geneva, according to businessday.ng. Where peer campaigns leaned on print and social awareness mechanics, Dey Ok differentiates through its combination of original music, film narrative, and digital distribution in Nigeria.
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