Bean Creative IMC orchestrated a landmark community activation in Ibadan this month, leading a 12-kilometre walk dedicated to raising autism awareness and fostering inclusion across Nigeria's third-largest city. The event, staged to coincide with World Autism Awareness Day, united thousands of residents, volunteers and advocates who moved through three key districts—from New Garage through Challenge to Molete—carrying the message of autism acceptance into markets, streets and public spaces.
The walk formed a core component of Chocolate City Group's Corporate Social Responsibility programming, with Bean Creative IMC serving as lead planner and operational coordinator. The agency collaborated closely with Haven for Autism Foundation and Motoks Therapy Hub, bringing strategic communications expertise and on-the-ground management to the activation.
Communications as a Force for Social Impact
Anthony Onyemauwa, Vice President of Bean Creative IMC, framed the initiative as a natural extension of the agency's broader belief in communications' capacity to drive meaningful change beyond commercial campaigns.
"When Haven for Autism Foundation and Motoks Therapy Hub approached us with this walk, we recognized a genuine opportunity to deploy our resources and our people toward something that truly matters," Onyemauwa said. "Communications has a responsibility that extends beyond campaigns. Autism inclusion is an urgent and under-discussed issue in Nigeria, and we are proud to support efforts aimed at deepening public understanding and acceptance."
Desmond Ezebuiro, PR and Community Lead at Bean Creative IMC who oversaw day-to-day execution, described the experience as profoundly moving. He noted that as the walk progressed from New Garage toward Challenge, volunteers began stopping at market stalls to engage traders directly.
"The energy from the start was remarkable. By the time we reached Challenge, our volunteers were speaking to traders in Yoruba, Igbo, Pidgin and Hausa—whatever language resonated with each person," Ezebuiro recalled. "People were genuinely listening. Some grew emotional. That 12-kilometre route carried real weight, and witnessing communities open themselves to this conversation was one of the most grounding experiences I have had in this field."
Building Bridges Across Language and Culture
The multilingual outreach proved central to the campaign's grassroots reach. By meeting residents in their own languages, organizers ensured the autism awareness message transcended cultural and social divides that often limit the impact of public health communication in Nigeria's diverse urban centres.
The journey through Ibadan's commercial corridors—from the bustling New Garage area to the historic Molete neighbourhood—reflected a deliberate strategy to place autism awareness directly in the paths of everyday commerce and community life, rather than confining the conversation to formal venues or specialist audiences.