Walk For Her: IMC Sectoral Groups Unite Against Breast Cancer With Awareness Walk In Lagos
Sectoral Groups of the Integrated Marketing Communications (IMC) industry including the Association of Advertising Agencies of Nigeria (AAAN), the Experiential Marketers Association of Nigeria (EXMAN), the Media Independents Practitioners Association of Nigeria (MIPAN), and the Outdoor Advertising Association of Nigeria (OAAN), came together in a powerful show of solidarity against Breast Cancer with awareness walk themed “Walk for Her, Join Us to Fight Against Cancer.”
The cancer awareness walks, commemorating World Cancer Day, saw women and a few men walk three hours amidst Exercise, fun and entertainment from Ikeja GRA through major routes, including Opebi, Ojota, and Oregun, before concluding at the AAAN Secretariat in Alausa. The cancer awareness walk initiative was birthed by Women in Advertising (WIA) under AAAN and will become an annual event.
According to the sectoral groups, the initiative marked the industry’s collective commitment to promoting health consciousness and supporting the global fight against breast cancer. The event featured free breast cancer screening for the first 200 participants, health talks by doctors on early detection and care, and interactive sessions on preventive health practices.
Speaking on the importance of the initiative, Lanre Adisa, President of AAAN and Chairman of the Heads of Advertising Sectoral Groups (HASG), said the walk represents a united industry front against a growing global health challenge.
His words, “This is something AAAN has done before, but what’s different this year is that we have brought other sectoral groups on board. It’s now an industry-wide effort. We can’t just be in the business of building brands. We also need to be meaningful and purposeful; it concerns the community. This initiative will continue every year, and we hope to collaborate with clients to broaden the message and save lives.”
Tolulope Medebem, President of EXMAN, highlighted how experiential marketing can be used as a force for social good, transforming awareness campaigns into powerful human experiences.
“Experiential marketing allows brands and causes to speak with people, not just to them,” she explained. “We want to create immersive storytelling spaces that humanize survivor stories, early detection, and self-testing, using tools like ‘Feel the Lump’ simulations or a ‘Wall of Strength’ pledge.”
She also emphasized the importance of digital amplification to extend the impact beyond the physical event, leveraging social media challenges and user-generated content to foster empathy and inspire public action.
“Today’s walk shows what collaboration can achieve,” Medebem added. “Our goal is to build a long-term alliance across industry groups, clients, health organizations, and communities, so the advocacy doesn’t end today.”
For Oluwaseyi Layade, Chairperson of Women in Advertising, the initiative was deeply personal and purpose-driven.
“This event is about awareness. Breast cancer affects many women, and we know early detection saves lives. When women are aware, they can check, and when they check early, they can seek help and survive,” she said.
Layade added that the collaboration across sectoral bodies signifies a unified front for a greater cause. She also revealed that the IMC industry plans to sustain awareness efforts through webinars, survivor storytelling sessions featuring survivors to destigmatize cancer, encourage regular testing and collaborate with clients and NGOs.
“We’re not doing the walk for walk’s sake,” she said. “We’re doing it for good, so people can truly benefit, learn, and live.”
Layade also revealed that the IMC industry plans to sustain awareness efforts through webinars, survivor storytelling sessions, and collaborations with clients and NGOs.
She also urged employees across the sector to speak up about health challenges without fear of discrimination. “Our industry embraces equal opportunity. It’s important for people to speak up when they are sick so they can get the help they need.”
On her part, Adeola Odesanya, President of the Women in Out-of-Home Advertising Network (WOHAN) and Executive Council Member of OAAN, praised the initiative as a “humble but powerful beginning.”
“As women in marketing communications, we are communicators,” she said. “We can amplify the voices of doctors and survivors, making the public more aware of basic health issues and the importance of early action.”
She emphasized that future plans include collaborations with NGOs, government agencies, and corporate clients to provide support for patients and survivors. “We’ve started with a baby step, and it can only get better,” she added.
Brenda Nwagwu, Vice President of MIPAN, said the initiative not only unites the industry but also empowers women to take charge of their health and future.
“It’s been the desire of many of us to come together as one voice, because that’s how real, enduring impact happens,” she said. “Health is a form of capacity building. When you empower a woman to care for herself, she becomes more productive and can contribute more to society.”
Nwagwu described the event as a milestone for women in the IMC industry, a step toward creating a healthier, stronger, and more inclusive workforce.
“When women move, the country moves,” she concluded. “This awareness walk is not just about fighting breast cancer; it’s about transforming how we live, work, and care for one another.”
Representing the National Institute of Marketing of Nigeria (NIMN) Ikeja Chapter, Onome Odili, Chapter Chair, underscored the IMC sector’s influence in shaping public perception.
Her words, “Our work doesn’t just inform, but it inspires action. By leveraging storytelling, data, and multi-channel engagement, we can demystify diseases like cancer and encourage healthy lifestyles. Collaboration with health institutions and NGOs will help us turn awareness into measurable impact.”
Odili called for a unified ecosystem where “awareness becomes advocacy and advocacy leads to real behavioral change.”
Roseline Abaraonye, Assistant Secretary of NIMN Ikeja Chapter, stressed the need for localized messaging to ensure inclusivity across Nigeria’s diverse cultural and linguistic landscape.
“As marketing professionals, we understand the power of consumer insight,” she said. “We’ll use localized content and credible voices to amplify our message and promote early detection in every community.”
The cancer awareness walk demonstrated how collective industry action can spark real change, blending creativity, communication, and compassion into a shared purpose. As participants marched through Lagos’ streets under the pink banner of hope, one message rang clear: the IMC industry is not only building brands but also building a healthier future for all.