writes on the need for business owners to factor Corporate Social Responsibility into their growth philosophy, citing the example of a firm in Lagos that has consistently used CSR to galvanise support for societal development as well as deepening brand equity
When the CSR initiative was initiated 10 years ago, the major question raised by stakeholders was about sustainability. As the agency announced its 10th anniversary a few weeks ago and followed the announcement up with the news about the donation of a reading hub to a secondary school in Lagos, it dawned on all that indeed the CSR leg of its business had come to stay.
He said: “X3M Ideas will not waver in our effort to support Nigerian children, especially those in the public school system within our locality. We will consistently deliver impactful social intervention projects to the benefit of the students. This reading hub is modern, convenient and equipped with a library to make books accessible in order to groom these youths with ideas that can reshape the world.
This was also the position of the principal of the school, Ayobami Masheyi, who expressed his gratitude for the act of goodwill, and urged the students to take advantage of the new facility to improve their reading culture. Since the year 2012, when X3M Ideas, commemorated its first anniversary with a unique art of giving by renovating and handing over a well-equipped block of five classrooms at Opebi Junior High School, the agency has continued to build on the achievement. In 2019, the agency handed over a renovated Block 4 Building, housing the new state-of-the-art library facility, counseling centre and the sick bay of Agidingbi Junior Grammar school Ikeja, as the year’s corporate social responsibility project.
Looking back these past years and the activities in the marketing communications industry, it’s easy to conclude that history is being re-written for the better by the agency. Beyond bringing Nigeria into global reckoning, X3M Ideas and a few other agencies are also giving foreign creative firms a run for their money.
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