The grand finale of the IgbaBoi Hero campaign from Hero Lager in promotion of Igbo apprenticeship scheme popularly called, Igba Boi, has been held in Lagos. The IgbaBoi Hero initiative of Hero Lager, a premium beer by International Breweries Plc, a proud part of the world’s largest brewer with over 400 beer brands, AB InBev, culminated in the award of certificates and financial grants totaling N50 million to graduates of the scheme.
The Initiative was launched to reinforce its Ahagiefula (Legacy) Campaign message – May Your Name Never Be Forgotten. This campaign was built upon the insight that the Igbo people’s biggest ambition is to leave a legacy that makes their names renowned. The Igbo Apprenticeship (Igba Boi) system is the longest existing communal legacy of the Igbo People.
Igba Boi was activated in six markets across the South East and Lagos, including Ogbaru Main Market, Onitsha, Nkwo Nnewi Market, Awka, Coal Camp Market, Enugu, Alaba International Market, Owerri, Ariaria International Market, Aba, and Alaba International Market, Lagos. The campaign reached a total of 12,290,487 million people, 4680 apprentices applied to the programme and 300 apprentices were eventually shortlisted. These 300, got a total 1.4 million + votes of confidence from consumers who were asked to vote in support of their ambition.