Leadway offers media assets to support youth businesses in Nigeria
By EDU ABADE, Business Editor
Leadway, Nigeria’s foremost financial services provider, has announced that it will offer its media and advertising assets across the country for youth enterprises to promote their brands in achieving business growth in the face of the global economic slowdown in post-COVID-19 pandemic headwinds.
The initiative tagged: Media Dash, aligns with Leadway’s corporate responsibility of providing opportunities and supporting Nigeria’s huge young population. It would involve all its paid and owned-media assets such as social media, real-estate, radio spots, newspaper columns and out-of-home platforms such as static, electronic and digital boards.
The free media exposure across all its mainstream media and advertising platforms will run for four weeks to commemorate the 2022 International Youth Day with the theme: Intergenerational Solidarity: Creating A World For All Ages.
Speaking on the initiative, Group Chief Marketing Officer of Leadway Holdings, Olusakin Labeodan, stated that the project strongly aligns with the strategic leaning towards the Nigerian youth.
He reiterated that the initiative remains the boldest statement of how much the company is willing to help promote the youths, whose enterprises need brand push to achieve growth in these trying economic times.
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“A report on the State of Entrepreneurship in Nigeria by the Fate Institute showed that 67 per cent of entrepreneurs are youth between 18–35 years old, who have become the backbone of our economy. For us, these insights mirror a vibrant populace with massive potential and passion operating in a clime ranked 131 of 189 countries on the ease of doing business index. The least we can do is to give a bit of ourselves to show that we care and are passionate about their growth.
“Indeed, it has become imperative for leading organisations and individuals to be the enabler of business survival and support these businesses as they strive to navigate the hurdles of running a business in this challenging economic reality underpinned by rising inflation and energy poverty.”
“Understanding this reality, we elected to provide youth-led businesses with a strategic push by offering our owned-media assets for publicity and brand exposure, much needed at these times. “We are optimistic that this intervention will inspire better business and transactional outcomes for our young entrepreneurs,” he stated.
Before the intervention, Leadway has recently been involved in strategic partnerships and sponsorships of youth-led initiatives across several sectors, such as sports, creativity and businesses.
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