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A Day With The Gày Community

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By Reuben Abati

I was invited to deliver the keynote address at this year’s special event on ‘Human Rights, Sèxuality and the Law’, an annual symposium organized to promote awareness on issues relating to the plight of the Lèsbian, Gày, Bisèxual, Trànsgender, Queer and/or Intersèx (LGBTQI) Community in Nigeria. When this was announced on social media by the organizers, The Initiative For Equal Rights (TIERS) and @YNaija, hell practically broke loose within the LGBTQI community.

I was dismissed as a wrong choice, and the organizers were accused of being insensitive to the feelings of the community. A broad-based protest was launched on twitter and there were essays on the subject on NoStringsNG.com (the online media advocacy platform for LGBTQI issues in Nigeria), with the most scathing objection written by Bisi Alimi, the Nigerian-born, London-based gày rights activist. Bisi Alimi described me as a “homōphobe.” He said the invitation extended to me was an abuse of TIERS, and he was offended that a group he had helped to co-found would offer its platform to an “oppressor.”

Following a pre-event twitter chat with me on the subject, co-ordinated by @YNaija, the attacks got even more aggressive. Someone wrote that having Reuben Abati as Keynote Speaker was like inviting the “KKK to an NACCP event.” An article written by Kritzmoritz and published by KitoDiaries.com (another Nigerian LGBTQI blog) was titled “Of TIERS, Reuben Abati and all that angst.”

The anonymous author reflected the sentiments of the gày community in the following words: “Let me get this out of the way from the onset so we are clear. I don’t like Mr Reuben Abati. Over the past five years, I have come to view him as a rather unpleasant human being…” Another commentator, Mandy in a piece titled “There is no engaging with a keynote Speaker” took the additional step of launching an online petition and called for signatures to “drop Reuben Abati” because in his or her view: “you cannot invite the person who killed me to come apologize at my funeral; things are not done that way.”

My offence is that I had participated in a discussion of the Same Sèx Marriage (Prohibition) Act 2014 shortly after President Goodluck Jonathan signed it into law. Alimi, in particular, was on an Al-Jazeera panel with me. He argued that I exhibited homōphobia, defending the law. The complaints by the gày community were so loud and their objection to the possibility of my being allowed to invade “their space” was so trenchant. I called the organizers to ask if they were considering a change of mind about their choice of Keynote Speaker. Their answer was in the negative.

On December 14, I participated in what turned out to be a lively, engaging, open and inclusive symposium on Human Rights, Sèxuality and The Law. I did not see any reason to beat about the bush. I opened my address with a response to Alimi and the critics. The labels used to describe me do not fit me. I am neither a homōphobe nor an extremist. My views are liberal and I consider the rights of every man to be ontological, interdependent and indivisible. These rights are well-covered in all the major nine documents on International Human Rights, including the Universal Declaration on Human Rights (1948) and its 30 articles, the International Convention on the Elimination of All Forms of Racial Discrimination (1965), the International Covenant on Civil and Political Rights (1966) and the International Convention on the Elimination of All Forms of Discrimination Against Women (1979). Nigeria is a signatory to majority of these conventions, protocols and covenants as well as the African Charter on Human and Peoples’ Rights (1981). Chapters Two and Four of the Nigerian Constitution, 1999, expressly uphold these rights.

The enactment of certain legislations such as – The Fundamental Rights (Enforcement Procedure) Rules 2009, HIV/AIDS (Anti-Discrimination) Act, 2014, Violence Against Persons (Prohibition) Act, 2015, the National Human Rights Commission Act, 2015, the Prohibition Against Domestic Violence Law No 15 of Lagos State, 2007, Gender Based Violation Prohibition Law of Ekiti State, 2011, Trafficking in Persons (Prohibition) Law Enforcement and Administration Act, 2003, the Legal Aid Act, 2011 and the Child Rights Act, 2003 – also point to considerable advancements in human rights legislation in Nigeria since 1999. Human rights are important. They are indeed matters of urgent and high priority because they are at the core of the idea of our humanity. They are indispensable vehicles for achieving peace, stability, justice and development in the world. Every human being is entitled to these rights; to devalue the right of any person is to violate that person’s right to dignity and justice.

Nigeria in spite of acknowledged advancements remains a nightmare where human rights are concerned. The failure of institutional mechanisms and the absence of political will to translate constitutional rights into effective human rights realities have resulted in what is clearly a governance and accountability crisis. The average Nigerian suffers the after-effects in various ways: poverty, lack of access to justice, violence, kidnappings, police brutality, extortion, wanton resort to self-help by both state and non-state actors, and a general regime of lawlessness reminiscent of the brutal days of military rule. Political leaders and state officials are so powerful that they have no regard for the people. They choose when it is convenient for them to respect court orders.

There is a disconnect between Nigeria’s international human rights obligations and what it does at home, creating conflicts and tensions in the implementation of human rights law. Nigeria is a member, for example, of the ECOWAS Community Court of Justice, but the government routinely ignores the rulings of this strategic regional court. Non-state actors are emboldened by the negligence of state actors to take the law into their hands, as seen in the conflict between Corporate Responsibility and Human Rights in Nigeria. Nigeria is a member of the International Labour Organization, the enabling principles of which are covered in the Labour Act, 2004, but with the unemployment crisis in the country, employers of labour trample on the rights of workers at will. The non-justiciability of the social, economic, cultural and group human rights goals in Chapter Two of the Nigerian Constitution further compounds the nightmare.

It is within this overall context of the human rights situation in Nigeria, that the issue of sèxuality is to be located. Section 15 (2) of the 1999 Constitution talks about national integration without discrimination on the grounds of sèx, among others. Section 17 states that the social order is founded on the ideals of “freedom, equality and justice”, while Section 17(3) says state policy shall be directed towards “all citizens, without discrimination on any group whatsoever”, a goal that had earlier been covered also in Section 14(2)(b). Section 42 further upholds every Nigerian’s right to freedom from discrimination. Whereas the Constitution talks about sèx, and not sèxuality or gender orientation, the principle of equality before the law and the right to be human is without exemption of any persons or groups. Article 2 of the International Covenant on Civil and Political Rights indeed says sèx should be taken to include sèxual orientation and gender.

Minority groups are often targets of violence in Nigeria – apart from ethnic and religious minorities, women, children, the girl-child and the physically challenged, perhaps the most targeted and the most violated in recent times are members of the LGBTQI community. Gàys in Nigeria have found themselves in a hostile society. There have been reported cases of persons with suspected LGBTQI orientation being subjected to various forms of violence: kidnapping, extortion, ràpe, assault, inhuman and degrading treatment, denial of access to justice and curtailment of their fundamental rights. The state looks the other way, the rest of society says serves them right.

There is no plan or structure in place for protecting gày persons in Nigeria from outright violation even by the police and the state. Section 214 of the Criminal Code criminalizes “any person who has carnal knowledge of any person against the order of nature”. Section 217 thereof frowns at “gross indecency”. Similarly, Sections 284 and 405-408 of the Penal Code, and the Sharia Law in 12 states of the North make homosèxuality a punishable felony. Public hostility towards the LGBTQI is widespread. It is risky to reveal sèxual orientation in Nigeria. No political party or politician has formally endorsed LGBTQI rights in Nigeria.

The Same Sèx Marriage (Prohibition) Act 2014, which is a particular source of anxiety and the target of protest by the Nigerian and global LGBTQI community, establishes a legal basis for formal discrimination on the grounds of sèxuality. This law forbids any form of gày marriage, or civil union (sections 1-3), the registration of gày clubs, societies and organisations or the holding of gày meetings (section 4(1)) and the display of amorous relationship between two persons of the same sèx in Nigeria (section 4(2). Anybody who enters into a same sèx marriage contract or runs a gày club or association or group or is seen to be aiding and abetting homosèxuality is considered guilty of a felony. The punishment ranges from 10 to 14 years (section 5). Although the SSMPA deals with marriage or civil union, it is a much stronger law than the Criminal and Penal Codes and the Sharia on gày issues. It is a law fraught with ambiguities, which devalue the gày person’s rights to privacy, dignity of the human person, freedoms of expression and freedom from discrimination.

But it remains a popular law with the majority of Nigerians who rely on culture and traditional values, public morality as defined in Section 45 (1) of the 1999 Constitution, and the fact that Nigeria being a sovereign nation should be free to make its own laws and not subject itself to Western notions of sèxuality. Research findings accordingly indicate that more than 95 percent of the Nigerian population considers homosèxuality a sin. Religion and culture remain major barriers to human rights expression as seen in the case of Christians quoting such anti-gày Scriptural passages as Leviticus 18:22, 20:23, the poor fortunes of the Child Rights Act in spite of its ratification by 26 out of 36 states, constructive and continuing gender discrimination, and the disgraceful politicking over the Gender Equality and Prohibition of Violence Against Women Bill, 2016 which has now been reduced pathetically, at second reading, to a bill on violence and sèxual abuse.

There are specific posers to be raised in relation to the SSMPA 2014. One, culture to the extent of its dynamism should evolve, and must not be erected into a given barrier to human rights expression. Two, human rights and sovereignty should not be antithetical. Three, who should determine what is right and wrong? Is there an objective universal morality in a world of diverse beliefs and practices? And is morality necessarily as determined by the majority? Can the majority possibly be wrong in a democracy?

Where sèxuality is concerned, the insistence on basic rights can only be a continuous and inclusive struggle. The debate can only continue to evolve as society itself evolves. The irreducible minimum lies in the need by state and non-state actors to continue to make efforts to dismantle barriers and extend the frontiers of how human rights are respected, protected and fulfilled. Gày persons in Nigeria are subjected to police brutality and assault, targeted killings, hate crime, and sundry forms of discrimination. Their relatives are stigmatized. The jungle justice that is imposed on the community is outside the province of the law. Enforcing the law as it is, until it is amended, revised, or repealed, should be within the province of the rule of law, not the jungle. The right of all persons to freedom, justice and equality should be considered sacrosanct. Any law, which contradicts this principle, in its operation or expression, is to the extent of its inconsistency, questionable.

The more memorable aspect of the 2016 symposium on Human Rights, Sèxuality and the Law, attended by both gày and non-gày persons, was the interactive session where further issues were raised and interrogated. One fellow stood up and insisted that I needed to apologise to the LGBTQI community for views I had expressed in the past. My response was that when I defended the SSMPA publicly in 2014, I was doing my duty as the Official Presidential Spokesperson. In that capacity, it was part of my responsibility to explain and promote government policies and decisions. A spokesman’s loyalty is to country, state, government and principal; he or she is essentially a Vuvuzela. Besides, the SSMPA is not a law about my personal views but the values and the choice of the majority of Nigerians. What people do with their private lives is their business as free human beings without interpreting freedom as absolute, however, but as a guarantee for the equality of all persons.

Someone else wanted to know why President Jonathan considered it expedient and urgent to sign a bill that was first proposed in 2006 into law. The chronology is that the National Assembly rejected the bill in 2007. It was passed by the Senate on Nov 29, 2011, by the House of Representatives on May 30, 2013 and signed into law on January 13, 2014. If President Jonathan had withheld assent, the National Assembly could have exercised its power of veto override. What is required, in all of this, to be honest, is not ex post facto hand-wringing and blame games, but continued advocacy and awareness building. Incidentally, the African Commission on Human and Peoples’ Rights has called on the Nigerian Government to consider a revision of the SSMPA given the manner in which it is being exploited to violate fundamental human rights. A day may well come when this would happen in line with the Yogyakarta Principles on sèxual orientation and gender identity, as has been experienced in Mozambique, Nepal and Nicaragua.

A lady stood up and added: “Dr Abati, it is important that you realise you are in our space. This is a very sensitive space and community. My husband is your very good friend, but I still think you owe this community an apology because even when doing your job as a government official, there are certain things you should not say.” I thought I already answered that question. Another lady intervened: “Hi, Dr Abati, I am made to understand you don’t believe we exist in Nigeria. Well, now you know we do. I am a citizen. I work in this country. I pay my taxes. My name is Pamela. And I am a Lèsbian.” I have never said any such dumb thing as to insist that the LGBTQI community does not exist either in Nigeria or elsewhere in Africa. Having read Bernadine Evaristo and other writers on the subject, I have a clear understanding.

I left the symposium with two special gifts. The 2016 Human Rights Violations Report Based on Real or Perceived Sèxual Orientation and Gender Identity in Nigeria, a 61-page publication by TIERS Nigeria which was formally presented at the occasion and “Tell Me Where I Can Be Safe”: The Impact of Nigeria’s Same Sèx Marriage (Prohibition) Act, a 108-page publication by Human Rights Watch. Both publications provide detailed and up-to-date information including statistics and the impact of the law with regard to the status of the LGBTQI community in Nigeria, focusing mainly on human rights violations on the grounds of sèxual orientation and gender identity. I recommend both publications for general reading and for the benefit of those seeking answers on the subject under review.

Sitting by my side during the interactive sessions was Olumide, the gifted and resourceful activist who runs TIERSNigeria. We reviewed the comments as they flowed forth from the participants in the room. What is clear is that there is a vibrant LGBTQI community in Nigeria led by internationally exposed, media-savvy and knowledgeable young men and women who are determined to insist on their fundamental human rights and their right to be who they want to be. They are aggrieved. They are organized. They have set up platforms for self-expression including the use of technology, publications, movies (re: Hell or High Water, November 2016), the media and other social networking opportunities. Their voice is likely to grow louder as they become more organized. For how much longer can they be ignored?

As the event drew to a close, the microphone got to a young fellow who incoherent at first, still managed to deliver his punch-line killer: “Please, I don’t understand what people are saying. They are saying they are liberal, or that we need to unlearn certain things. Liberal, about what? When you say you are liberal, it is like you are patronizing us. Can you talk about rice when you have not even tasted it?” Yes, I think. One of the privileges of intellection is the right to talk robustly and nineteen to the dozen about rice, without ever tasting it.

Modupe Gbadeyanka is a fast-rising journalist with Business Post Nigeria. Her passion for journalism is amazing. She is willing to learn more with a view to becoming one of the best pen-pushers in Nigeria. Her role models are the duo of CNN's Richard Quest and Christiane Amanpour.

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Valentine’s Day Made Easy: Perfect Gift Ideas for That Special Person

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Perfect Gift Ideas for Valentine’s Day

It’s that time of the year again! Love is in the air, vendors are rolling out extravagant Valentine’s packages, and let’s be honest, some people are preparing to oppress singles with their grand gestures. Flowers, chocolates, fancy dinner dates… all nice, but a bit predictable, right?

This year, why not switch things up? Whether it’s a partner, best friend, or even a sibling who deserves some extra love, there are so many creative ways to make them feel special beyond the usual. So here are fun and thoughtful gift ideas that will definitely keep a lasting smile on their faces.

  1. Thoughtful, Budget-Friendly Gifts

Not everyone wants to spend a fortune on Valentine’s Day, and guess what? You don’t have to! If you’re thinking budget-friendly but meaningful, consider handwritten love letters, a scrapbook of your favorite memories together, or a personalized playlist of songs that remind you of them. Even a simple breakfast in bed can be a winner! It’s truly the thought that counts.

  1. The Gift of Entertainment

Now, let’s talk about the ultimate Valentine’s Day package. You know how some people aren’t really into flowers, chocolates, or even date nights? Well, have you considered giving them the package of all packages, the GOtv Supa Plus bouquet? Think about it, unlimited access to all their favorite channels, from romantic movies to action-packed series, sports, and entertainment. Whether your special person loves telenovelas, football, or Nollywood dramas, GOtv Supa Plus has something for everyone.

Imagine gifting them a month  of uninterrupted premium entertainment. That means they get to enjoy all their favorite shows while thinking of you every time they press play. And let’s be honest, nothing beats the joy of knowing your gift keeps on giving even after Valentine’s Day has passed!

  1. The Romantic Stay-In Date Night

Who says you have to step out to have a memorable Valentine’s Day? Sometimes, privacy is the real luxury. Picture this,  you tell your special person to pack a bag and come over for a cozy, romantic night in. Light some candles, sprinkle petals on the floor, and set up the perfect ambiance. Then, grab your softest blanket, order (or cook) your favorite meals, and tune into a romantic show or a thrilling movie. Whether you’re watching a classic rom-com, an action flick, or a telenovela that makes you both emotional, it’s about creating a shared experience. Plus, you don’t have to worry about crowded restaurants or long queues, just pure quality time.

  1. A Subscription to Their Favorite Hobby

Valentine’s Day gifts should be personal, and nothing says “I know you” better than a gift that aligns with their interests. For those who love to cook, a GOtv subscription unlocks access to food and lifestyle channels like Food Network, where they can discover new recipes, cooking tips, and even the latest food trends. Get a GOtv Max subscription for as low as ₦7,200 and keep your special person hooked on their favourite cooking shows.  For the sports lover, keep them in the game with GOtv Supa Plus package available for ₦15,700 and for the fashion lover, at ₦9,600, the GOtv Supa offers a lineup of fashion shows and trend-spotting channels, making it easy to stay inspired.

  1.  Go All Out with a Grand Gesture

On the flip side, if you want to make a big splash this Valentine’s Day, then go all out! Plan a surprise getaway, book a spa day, or even throw a private dinner with a chef making your favorite dishes. If your person loves grand romantic gestures, this is your time to shine. Just make sure it’s something they’ll genuinely enjoy, not just what looks good for Instagram.

So, whatever you choose, make sure it’s something that speaks to their heart and their interests. Whether it’s a thoughtful DIY gift, a romantic date night, or a subscription that fits their hobby, it’s the thought that truly counts.

When it comes to the ultimate gift, GOtv is the icing on the cake. With just a few clicks, you can subscribe, upgrade, or reconnect by simply downloading the MyGOtv app, or dial *288# to get started. Plus, with the GOtv Stream App, they can enjoy their favorite shows anytime, anywhere. Trust GOtv to keep the entertainment flowing long after valentines is over!

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Access Bank Lagos City Marathon 2025: A Tribute to Legacy, A Celebration of Resilience

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Herbert Wigwe Access Bank Lagos City Marathon 2025

As Lagos gears up for the highly anticipated Access Bank Lagos City Marathon on Saturday, February 15, 2025, excitement and emotion run high. This year’s edition is much more than a race, it is a moving tribute to legacy and a celebration of resilience. Under the evocative theme “Miles to Memories,” every stride taken by the runners transforms physical distance into lasting recollections, blending athletic endurance with heartfelt remembrance of a visionary leader.

A Race that Transcends the Finish Line

Since its inaugural run in 2016, the Access Bank Lagos City Marathon has evolved from a local initiative into a global phenomenon. Originally established by Access Bank in collaboration with the Lagos State Government to promote healthier lifestyles, the event has grown into a symbol of unity, progress, and economic vitality for both Lagos and Nigeria. Today, the marathon not only places Lagos on the global sporting map but also showcases how major sporting events can drive tourism and stimulate business growth. As a Gold Label Marathon certified by the Association of International Marathons and Distance Races (AIMS), it stands as a testament to the powerful synergy between sport, community, and commerce.

Local businesses, from hotels and restaurants to vendors and transport providers, thrive during the marathon weekend, benefiting from increased patronage as communities come together to support and celebrate the event. This collective participation reinforces the idea that when people unite around a common purpose, the rewards are shared by all. 

Honoring a Visionary: Remembering Herbert Wigwe

This year, the marathon carries added emotional significance.  It marks the first anniversary of the passing of Herbert Wigwe, the late Group Chief Executive Officer of Access Holdings PLC,  who was a transformative force behind the event. On the morning of February 10, 2024, a tragic helicopter crash claimed the lives of Herbert Wigwe, his wife, his son, and Abimbola Ogunbanjo, the former Group Chairman of the Nigerian Exchange Group PLC. The loss sent shockwaves throughout the nation, leaving an indelible void in the hearts of many Nigerians.

Despite the deep sense of loss, Herbert Wigwe’s legacy continues to inspire. In the wake of the tragedy, concerns arose that Access Bank might reconsider its sponsorship of the marathon. Instead, in a poignant gesture of remembrance and commitment, Access Bank, together with the Lagos State Government, has reaffirmed its support for the marathon. This enduring dedication ensures that Wigwe’s dreams and aspirations remain an integral part of every step taken by the runners. 

“Miles to Memories”: A Journey of Emotion and Endurance

The theme “Miles to Memories” perfectly encapsulates the spirit of this year’s marathon. It suggests that every mile covered is imbued with personal and collective memories, reminders of challenges overcome, of unity celebrated, and of hope nurtured for a better future. For many participants, the race is a chance to commemorate Herbert Wigwe, whose visionary leadership not only transformed Access Bank but also reshaped the sporting landscape of Lagos. His enduring commitment to community development, healthy living, and economic empowerment continues to serve as a beacon for all who aspire to make a positive impact.

Each runner’s journey on the race day acts as a bridge between past and future, where the physical act of running becomes a metaphor for overcoming adversity and building a hopeful tomorrow. The event stands as a tribute not only to athletic excellence but also to the unyielding human spirit that continues to rise in the face of loss.

From Humble Beginnings to Global Prominence

When Access Bank and the Lagos State Government first partnered in 2016 to host the marathon, their goal was simple: to encourage a healthier lifestyle among Lagosians. Under Herbert Wigwe’s visionary leadership, the event quickly grew in stature. Today, it has attracted over 600,000 registered athletes from 14 countries, establishing itself as one of Africa’s most prestigious road races. This remarkable evolution is a testament to the power of visionary leadership, community engagement, and a relentless pursuit of excellence.

The marathon’s growth from a local initiative to a globally recognised event highlights how passion and determination can transform a modest idea into an internationally celebrated movement. Lagos has firmly established itself as a marathon city renowned for its energy, hospitality, and unwavering commitment to progress.

Herbert Wigwe’s Vision: A Marathon for Unity & Progress

Herbert Wigwe’s influence on the Access Bank Lagos City Marathon remains as palpable today as ever. During the 2021 edition, he stated:

“As one of the leading banks in Nigeria and indeed Africa, it is imperative for us to support the economic and social development of the communities in which we operate. Hence, we have sponsored the Access Bank Lagos City Marathon to make Lagos more attractive to tourists and investors alike. We have also used this platform to create jobs and opportunities for thousands in the state.”

These words, imbued with hope and ambition, continue to guide the event. More than merely a race, the marathon has become a living legacy of Wigwe’s unwavering commitment to community development and the transformative power of sport. His visionary approach has paved the way for countless initiatives that enrich lives, create employment opportunities, and foster pride and unity among Nigerians.

Herbert Wigwe’s legacy is not confined to history, it lives on in the hearts of those he touched and in the strides of every runner who participates in the marathon. His vision for a healthier, more prosperous Lagos inspires all, ensuring that his contributions will never be forgotten. Every cheer from the crowd, every drop of sweat on the pavement, and every moment of reflection during the race stands as a tribute to a man dedicated to progress, unity, and excellence.

The Access Bank Lagos City Marathon 2025 is more than a sporting event—it is a movement that transforms challenges into triumphs and distances into memories. It celebrates life, resilience, and the indomitable spirit of a community marching forward, one determined step at a time.

Sponsors: The Pillars Behind the Marathon

Central to the success of the Access Bank Lagos City Marathon are its dedicated sponsors. Access Bank, the major sponsor, has remained steadfast in its commitment to community development, ensuring that the marathon continues to be a platform for positive change. In partnership with the Lagos State Government, the event has grown into a major contributor to the local economy and an enduring source of inspiration for athletes and citizens alike.

Their unwavering support has been crucial in maintaining the high standards of the marathon, including its prestigious Gold Label status from AIMS. This commitment not only honours Herbert Wigwe’s legacy but also ensures that the marathon continues to inspire future generations to embrace a healthy, active lifestyle while cherishing the memories forged along the way.

Community, Commerce, and the Spirit of Resilience

The Access Bank Lagos City Marathon is a celebration of more than athletic prowess, it is a testament to the power of community and the resilience of Lagosians. The event has consistently demonstrated that when communities unite, remarkable achievements are possible. By boosting local tourism and generating business opportunities, the marathon has had a transformative impact on the city’s economy.

During marathon weekend, local businesses such as hotels, restaurants, and retail outlets experience a surge in activity as visitors from around the globe flock to Lagos. At the same time, the event showcases the city’s vibrant culture on an international stage, reinforcing the idea that sport and commerce can work hand in hand to drive progress.

The Journey Ahead: Legacy, Resilience, and Unity

As runners prepare to take to the streets of Lagos on February 15, 2025, the atmosphere is charged with a profound sense of purpose. The marathon is not just a competition; it is a journey of remembrance and unity, where every stride honors the memory of Herbert Wigwe and every mile becomes a cherished memory. The theme “Miles to Memories” reminds participants that the race is as much about personal triumph as it is about collective resilience and hope.

In the face of past tragedies and challenges, the marathon stands as a beacon of hope. It is a day when the nation comes together to celebrate life, honor legacy, and build a future founded on unity and progress. Each runner carries with them the spirit of determination and the memory of a leader who believed in the power of community and the strength of collective ambition.

In celebrating “Miles to Memories,” the Access Bank Lagos City Marathon 2025 encapsulates the journey from loss to legacy, from grief to hope, and from memories to future milestones. With the steadfast support of sponsors like Access Bank and the Lagos State Government, this marathon not only delivers an exhilarating athletic challenge but also forges enduring memories that will inspire generations to come.

As the starting gun fires and runners take their first steps on the vibrant streets of Lagos, they are not merely participating in a race, they are becoming part of a legacy. Every mile traversed is a reminder of the resilience, unity, and indomitable spirit that define this great city. And in every memory made, the legacy of Herbert Wigwe lives on, guiding each runner toward a brighter, more hopeful future.

Herbert Wigwe may be gone, but his vision continues to run through the veins of every Lagosian and every athlete crossing the finish line. In Lagos, every mile is a memory, and every memory is a step toward a better tomorrow.

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The Power Trio: How Sales, Finance, and Marketing Rescue PR from the ROI Dilemma

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The Power Trio PR from ROI Dilemma

By Philip Odiakose

Over the years, the conversation around PR measurement has evolved, yet one persistent challenge remains — how to prove the financial return on investment (ROI) of public relations efforts. I have shared my thoughts on this topic across multiple LinkedIn posts, and I felt compelled to provide a structured education on the subject.

Measurement education is a core pillar of AMEC Measurement and Evaluation , and as a strong advocate for data-driven PR, I believe it is crucial to guide PR professionals through this recurring challenge.

The reality is simple: If sales are not part of your key performance indicators (KPIs), then Return on Objective (ROO) should be your holy grail, not ROI. However, for PR campaigns where sales are indeed a primary goal, PR professionals cannot work in isolation — they need to engage with the “three wise men”: Sales, Finance, and Marketing.

A fundamental mistake many PR practitioners make is attempting to justify PR’s success using ROI without understanding the financial principles behind it. ROI, in its true form, is a financial metric that calculates the profitability of an investment using the formula: ROI (%) = (Net Profit / Cost of Investment) x 100.

For PR professionals aiming to showcase ROI, collaboration with the Finance team is essential to align media metrics with revenue generation. However, in most cases, PR is not a direct sales function, which means using ROI as a blanket metric leads to misinterpretation and misplaced expectations.

This is why AMEC’s Barcelona Principles (which emphasize outcome-based measurement over outdated methods) encourage PR professionals to focus on measurable objectives rather than vanity metrics like Advertising Value Equivalency (AVE). For those unfamiliar with these principles, I strongly recommend exploring them as a foundation for modern PR measurement.

One of the most misleading approaches in PR measurement is relying on AVE to demonstrate ROI. To put this into perspective, AVE in PR is like measuring the quality of a meal based solely on the price of its ingredients. Just because a dish contains expensive components does not mean it tastes good or satisfies the customer.

Similarly, AVE assigns a monetary value to media coverage based on ad rates but fails to measure the true impact, sentiment, or effectiveness of PR efforts. If a PR professional presents AVE as ROI, they are essentially equating visibility with tangible business outcomes, which is a flawed and outdated perspective. The goal should always be to measure what matters — impact, sentiment, engagement, and business outcomes — rather than placing a fictitious monetary value on earned media.

As a PR measurement specialist with over a decade of experience, I have consistently advocated for the prioritization of ROO over ROI for PR campaigns that do not have direct sales objectives. PR’s role is often about shaping perception, building credibility, and enhancing reputation — elements that do not always have an immediate or direct financial impact.

ROO provides a structured framework for evaluating PR performance based on predefined, measurable objectives. By aligning PR efforts with specific business goals — whether it be increasing brand awareness, driving website traffic, improving customer sentiment, or strengthening stakeholder relationships — PR professionals can provide meaningful insights without force-fitting sales metrics where they do not belong.

For PR to demonstrate true ROI when necessary, it must integrate seamlessly with Sales, Finance, and Marketing. Without correlating PR metrics with their data, PR teams cannot accurately tell the story of their contribution to revenue generation.

Marketing provides valuable insights into lead generation, Sales tracks conversions, and Finance ensures financial accountability. When these three functions work together, PR professionals can move beyond justifying their efforts with media impressions and start proving their impact in terms of business growth. This is why aligning client or executive expectations from the onset is critical.

By setting realistic measurement parameters, PR professionals can avoid the trap of being asked to prove ROI on campaigns that were never designed to drive direct sales in the first place.

The path to effectivePR measurement is rooted in education, collaboration, and the right frameworks. We must continue advocating for methodologies that reflect PR’s strategic value — beyond press clippings, beyond AVEs, and certainly beyond misaligned expectations.

Measurement is not about justifying PR’s existence; it is about demonstrating PR’s impact with the right metrics that align with business goals. As PR professionals, our focus should always be on setting SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) objectives that align with organizational priorities. This way, measurement becomes a tool for strategy rather than just a reporting mechanism.

As we move forward, I encourage PRprofessionals to embrace continuous learning, engage in industry conversations, and challenge outdated measurement methods. PR measurement is not static — it evolves with trends, technology, and business needs. Let us elevate our practice by ensuring that measurement is not an afterthought but an integral part of our communication strategy from the start.

Would love to hear others’ thoughtson this!

Philip Odiakose is a leader and advocate of PR measurement, evaluation and media monitoring in Nigeria. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMECNIPR, AMEC Lab Initiative and AMCRON

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