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By Emma Njoku
Nigerian lifestyle and wellness brand, Fluidé Homes, has launched an initiative aimed at challenging the culture of overwork and encouraging Nigerians to see adequate rest as critical to productivity, creativity and emotional well-being.
Tagged “Rest to Rise,” the initiative seeks to stimulate conversations on how the pressures of work, entrepreneurship, family responsibilities, social expectations and an increasingly connected digital lifestyle affect people’s ability to rest.
The company said the campaign was conceived against a culture in which long working hours and constant availability are often regarded as evidence of ambition, while rest is treated as a reward rather than an essential part of healthy living and productivity.
Founder of Fluidé Homes, Miracle Onuoha, said the initiative was designed to broaden the conversation about rest beyond sleep and the company’s products.
“I wanted Fluidé to have a space where we could talk about rest beyond the products we create. A space to share what we believe, but also to listen to how other people experience rest and what it means in their lives and the work they do.
“That thinking became the ‘Rest to Rise Conversation,’” Onuoha said.
According to the company, the initiative is built around the proposition that the quality of people’s rest could influence their creativity, decision-making, productivity and general well-being.
The campaign has attracted contributions from public health commentator, Aproko Doctor; entrepreneur and Chief Executive Officer of Dabota Cosmetics, Dabota Lawson; and poet and United Nations Global Advocate for Peace and Security, Maryam Bukar Hassan.
They shared perspectives on the relationship between rest, ambition and personal well-being, highlighting the different forms rest could take depending on individual circumstances.
Fluidé Homes said the campaign would extend beyond social media to include personal experiences, research-led insights and other engagements examining how Nigerians approach rest.
The next phase, according to the company, will include curated physical activities aimed at encouraging participants to pause, reconnect and recharge.
Onuoha said the broader objective was to challenge the glorification of exhaustion and the notion that slowing down necessarily means losing momentum.
The initiative, she added, seeks to promote the view that intentional rest could provide the clarity, energy and capacity required for people to work, create and function more effectively.
