Ngage Media Global's 'Women Do It Too' Valentine's Day 2023 campaign challenges gender stereotypes in Nigeria by celebrating women's equal role in gift-giving
ARCHIVENgage Media Global Flips the Valentine's Day Script in Nigeria
"Women Do It Too" is a Valentine's Day 2023 agency self-promotion campaign by Ngage Media Global, an Abuja-based integrated marketing communications firm, launched in Nigeria on February 14, 2023, to challenge the societal stereotype that gift-giving and romantic sacrifice are predominantly male acts and to argue that women's equivalent contributions deserve equal recognition.
The campaign operates within the Content, Digital, and Film categories and belongs to the Agency Self-Promo and Media industries. Rather than promoting an external client, Ngage Media Global turned the camera on a cultural blind spot — the systematically undervalued emotional and financial labor women invest in sustaining relationships. The single media asset at the centre of the campaign, a short film known internally as the "Troopers 2023 Valentine Spot," carries the core proposition with direct simplicity: women also give gifts, and their efforts and sacrifices should be amplified and applauded equally, as the agency itself states in the film's description.
In Nigeria, where gender norms around romantic expression remain shaped by longstanding social conventions, the campaign positions Ngage Media Global as a voice for equity in everyday life, not merely in professional or political spheres. The hashtag framework accompanying the release — including #EmbraceEquity, #ValentinesDay2023, and #IWD2023 — deliberately connects the Valentine's Day occasion to the broader International Women's Day conversation, extending the campaign's relevance beyond a single date into a cultural argument. Clapboard Score: 59/100. The score reflects a campaign with a clear and culturally grounded creative premise that is constrained by limited media scale and modest audience reach at the time of archival.
ARCHIVENgage Media Global describes itself as a purpose-led, impact-driven integrated marketing communications firm, according to ngagemediaglobal.com, and "Women Do It Too" is a direct expression of that positioning applied to one of Nigeria's most commercially active cultural moments. Valentine's Day concentrates public attention on romantic relationships and their rituals, making it a high-visibility window to interrogate assumptions about who gives, who sacrifices, and whose generosity is celebrated.
The strategic insight driving the campaign is straightforward and grounded in observable social reality: in Nigeria and across many markets, the narrative of romantic gift-giving defaults to male protagonists, rendering women's equivalent acts of love functionally invisible. By publishing on February 14, 2023, Ngage Media Global inserts a corrective into the precise moment when that default narrative is at its loudest. The campaign does not argue against men's generosity — it argues for the equal recognition of women's.
The global advertising environment in which this campaign appeared was expanding rapidly. According to MAGNA, global advertising revenue across entertainment and media reached approximately US$833 billion in 2023, growing approximately five percent year over year. In Nigeria specifically, the broader digital media landscape was experiencing accelerating growth, with internet advertising globally growing approximately 10.1 percent in 2023, adding approximately US$52.5 billion, according to PwC. Against competitors in the Nigerian agency self-promotion space — including larger multinational network agencies operating in Lagos such as DDB Lagos and Noah's Ark Communications — Ngage Media Global's approach is notably values-led rather than production-led, using creative positioning to establish brand identity in a market where many agency self-promotions default to showcasing technical craft over cultural commentary.
"Women Do It Too" takes the form of a short film, described by Ngage Media Global as the "Troopers 2023 Valentine Spot," produced entirely within the agency's Abuja, Nigeria operation. The production is handled in-house, with Ngage Media Global functioning as both agency and production company, a structure common among purpose-led agencies using self-promotional work to demonstrate full-service capability to prospective clients.
The credited creative team brings together distinct but complementary disciplines. Art direction is led by Adegoke Adebanwo, who shapes the visual language of the film. The copywriting, which carries the campaign's central argument about women's equal contributions to romantic relationships, is credited to Wisdom Ating and Omobolanle Ganiyat Ladoja. Photography across the campaign is handled by Rahama Yusuf, Kingsley Etim, and Kingsley James, suggesting a production approach that integrates still imagery with the film format, likely to support distribution across digital and social channels.
The creative execution pairs an accessible emotional register with a pointed rhetorical structure. The film does not rely on irony or subversion for its effect — it makes its case directly, naming the inequality and celebrating the women who navigate it daily. The hashtag architecture — #EmbraceEquity, #TroopersOfNgage, #IWD2023 — frames the film not as an isolated Valentine's Day message but as part of an ongoing agency-wide cultural commitment. Published as a single media asset across digital and social platforms in Nigeria, the film's production scope is deliberately restrained, keeping the emphasis on the idea rather than on spectacle. That restraint is both a practical reflection of agency self-promotional budgets and a creative choice that keeps the argument legible and uncluttered.
Verified platform engagement data for "Women Do It Too" shows 939 views, four likes, and three comments at the time of archival, as reported by Clapboard.com. No confirmed awards for the campaign appear in the records of Cannes Lions, the Effies, The One Show, or D&AD, according to Clapboard.com. These figures reflect the campaign's circulation within a targeted digital-first environment rather than a mass-media rollout, consistent with its agency self-promotional classification and single-asset format.
Measured against conventional reach metrics, the numbers are modest. Measured against the campaign's stated objective — to inspire Nigerian society to embrace the notion that women's efforts and sacrifices in relationships deserve equal recognition — the engagement figures alone are insufficient to assess success. The more structurally significant outcome is the positioning value the campaign generates for Ngage Media Global itself. By publishing a culturally grounded equity argument tied to a high-attention calendar moment in Nigeria, the agency demonstrates to prospective clients its capacity to build meaning-driven creative work around social insight rather than production scale alone.
The campaign's connection of Valentine's Day to International Women's Day 2023 through shared hashtags is a distributional strategy that extends its potential discovery window beyond February 14, linking it to a secondary moment of cultural conversation in March. For an Abuja-based agency competing for visibility in Nigeria's advertising market, that kind of strategic calendar layering represents a measurable form of media efficiency, even when raw view counts remain limited. The Clapboard Score of 59/100 reflects a campaign that lands its idea clearly but whose impact is ultimately bounded by the scale of its distribution.
"Women Do It Too" is a Valentine's Day 2023 agency self-promotion campaign by Ngage Media Global, based in Abuja, Nigeria. It challenges the stereotype that romantic gift-giving is primarily a male act and argues that women's equal contributions in relationships deserve the same recognition and celebration. It was published on February 14, 2023.
Ngage Media Global, an Abuja-based integrated marketing communications agency, created and produced the campaign entirely in-house. Art direction was by Adegoke Adebanwo, copywriting by Wisdom Ating and Omobolanle Ganiyat Ladoja, and photography by Rahama Yusuf, Kingsley Etim, and Kingsley James, as documented by the agency.
Ngage Media Global aimed to challenge prevailing Nigerian societal stereotypes about romantic generosity. The campaign argues that women also give gifts and make emotional and financial sacrifices in relationships, and that these efforts should be amplified and applauded equally, connecting the Valentine's Day occasion to broader gender equity conversations including International Women's Day 2023.
The campaign consisted of a single short film, also called the "Troopers 2023 Valentine Spot," distributed across digital and social platforms in Nigeria. It was classified under Content, Digital, and Film media categories and represented a focused, single-asset approach typical of agency self-promotional campaigns with restrained production budgets.
No confirmed awards for "Women Do It Too" appear in the records of Cannes Lions, the Effies, The One Show, or D&AD, according to Clapboard.com. The campaign received a Clapboard Score of 59/100, reflecting a culturally grounded creative premise constrained by limited media scale and modest documented audience reach at the time of archival.
Ngage Media Global describes itself as a purpose-led, impact-driven integrated marketing communications firm, according to ngagemediaglobal.com. "Women Do It Too" embodies that identity directly, using a culturally resonant Valentine's Day moment in Nigeria to demonstrate the agency's capacity for values-driven creative work rather than relying on production spectacle or celebrity-led storytelling.
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