By Gabriel Ewepu

ABUJA- AN emerging Nigerian recording artiste, Lucky Yay!, has launched a digital campaign, “One More Minute,” using his emotionally charged song, Tilda, to encourage conversations about grief, human connection and suicide prevention.

According to a statment e-Signed by Label Representative,  A&R Associate, U-Records & Entertainment, Johnson ‘Tivo’ Ukoha, the artiste, signed to U-Records, unveiled the campaign to mark World Suicide Prevention Day, observed annually on September 10 to raise awareness, challenge stigma and promote open conversations around suicide and mental health.

The 2026 global campaign theme, ‘Changing the Narrative on Suicide’, calls for greater openness and a shift in the way society discusses suicide and mental health.

Rather than focusing on the circumstances surrounding a person’s death, Lucky Yay!’s ‘One More Minute’ campaign centres on the memories, love, unanswered questions and things left unsaid after losing someone.

At the heart of the campaign is a simple question: “If you had one more minute to talk to someone, who would it be and what would you say?”

According to the artiste, the question was inspired by Tilda, a song born out of his personal experience of loss and the emotions that followed.

“I wrote Tilda from a place of loss and confusion. There are so many questions that come when you lose somebody, especially when you feel like there were things you didn’t get to say,” Lucky Yay! said.

He explained that One More Minute was designed to take the emotions expressed in the song beyond music and create an opportunity for people to reflect on their own experiences of loss while reconnecting with people still in their lives.

“With One More Minute, I want people to think about the people they miss, but also the people currently in their lives.

“If there’s somebody you love, somebody you haven’t spoken to in a while, or somebody you know might be going through something, reach out to them”, he said.

As part of the campaign, Lucky Yay! will take the conversation beyond the studio and into the community, inviting members of the public to share who they miss, what they remember about them and what they would say if they had one more minute together.

The reflections will be developed into a series of short-form digital stories featuring Lucky Yay! and members of the public, creating what the artiste described as a collective conversation around love, loss and remembrance.

From grief to action – For Lucky Yay!, the campaign is not only about remembering people who have been lost but also about recognising the importance of those who remain.

He said the campaign seeks to encourage people to turn reflection into action by checking on friends, relatives and loved ones who may need someone to listen.

“Sometimes we don’t realise how important a conversation is until we don’t have the chance to have it anymore,” he said.

The artiste urged members of the public to ask themselves:

Who haven’t you checked on?

Who haven’t you called?

Who might need someone to listen?

“Start the conversation. Check on someone today,” he urged.

Lucky Yay! (born Aliyu Abdullahi Umar) is an emerging Nigerian recording artiste signed to U-Records.

His music blends contemporary African sounds with emotionally driven storytelling, exploring themes of love, relationships, loss and personal experiences.

His song, Tilda, showcases a more introspective side of his artistry and his ability to tell personal stories through music.

“Tilda” by Lucky Yay! is available on major streaming platforms.