On the heels of its 10th anniversary celebration, Nigerian international creative agency, X3M Ideas has demonstrated its commitment to the reading culture among youths with the establishment of a reading hub for the students of Ilupeju Secondary School, Lagos, Nigeria.

Launched on January 26, 2023, the reading hub is yet another community-centred CSR initiative by the creative agency.

In the past decade, X3M Ideas has consistently delivered impactful social intervention projects. Some of these include renovation of classrooms, office blocks, sick bays, libraries and donating computers, UPS devices, air conditioners, internet modems with unlimited data.

In response to the pandemic, X3M Ideas donated unique wash hand stations and disinfectant tunnels to select schools in 2020. To commemorate its first anniversary in 2013, X3M renovated a block of five classrooms at Opebi Senior High School, Opebi- the neighbourhood where the agency’s Lagos office is domiciled.

Given this backdrop, X3M Ideas is keeping up with its culture of service to its community.

At the unveiling, the CEO, X3M Ideas, Steve Babaeko, reiterated his commitment to changing the reading culture among young people, stating,

“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.”

The Principal, Ilupeju Secondary School, Mr Ayobami Masheyi expressed his gratitude for the act of goodwill, saying,

“We are always so grateful to X3M Ideas for their contributions to the benefit of our students year on year. This year, we’re especially grateful for the contribution to building the knowledge economy by donating a reading hub to our school, for our students. A good reader makes a good leader. We want to also encourage our students to take advantage of this new facility to improve their reading culture.”

In this same vein, a representative for the Lagos State Commissioner for Education and Director, Lagos State Ministry of Education, Mrs Grace Akinfoyewa remarked,

“In this era of social media, school children are easily distracted. But this reading hub will make it easier for them to renegotiate their time for studies and leisure in order to become knowledgeable youths and ultimately future leaders.”

Others present at the commissioning of the reading hub include the Founder and CEO Smooth Promotions, Ayo Animashaun and representative from the Education board Paul Legbeti among others.

Advertising regulator seeks to bridge practices, academia yearning gap

The Advertising Regulatory Council of Nigeria (ARCON) will on Thursday this week commence an annual colloquium targeted at higher institutions of learning and the marketing communication industry as a move to bridge the knowledge gap between professional practice and theory.

The colloquium will also enable higher institutions to understand what is going on in the industry and how to tailor their curriculum to suit practice.

Olalekan Fadolapo, Director-General, ARCON told newsmen that the advertising industry colloquium, AIC will assist to negotiate a nexus between the town and the gown in advertising practice. “There is a situation where some graduates don’t fit into the industry due to the knowledge gap, there is a need therefore to bridge the gap”, he said.

Also speaking, Rotimi Olatunji, Chairman, Advertising Industry Colloquium and Academic Journal Committee of ARCON, the colloquium is a one-day event organised by the marketing communication industry sectoral groups and powered by the ARCON.

He said that the primary objective of the AIC was to provide a forum for academics and students of Mass Communication, Advertising and other components of Integrated Marketing Communication (IMC) to interact.

Olatunji said they would interact with professionals in advertising/other components of IMC; media practitioners, policy makers and regulatory agencies.

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