SO&U elevates ARISE Agenda, paves way for transformation in Akwa Ibom State

Akwa Ibom’s ARISE Agenda has achieved success with the collaboration and strategic efforts of SO&U, an award-winning creative agency that played an instrumental role in crafting the brand identity, strategy, communications, launch and marketing plan for the transformative initiative of Governor Umo Eno.

Designed to elevate the state and its citizens by harnessing various pillars, The ARISE Agenda encompasses agricultural revolution, tourism & environmental management, rural development, women & youth empowerment, infrastructural maintenance & advancement, security management, quality health sector management, education, and economic, industrial & social advancement.

These elements form the foundation upon which Governor Umo Eno seeks to transform Akwa Ibom State into a hub of prosperity and development.

Commenting on the initiative, the Group Chief Executive Officer of SO&U and Co-Chair of the THECS Policy Commission of the Nigerian Economic Summit Group (NESG), Mr. Udeme Ufot, emphasised the agency’s commitment to collaboration and client involvement in every phase of development.

According to him, the project involved collaboration with a committee to address key considerations and ensure optimal representation that resonated with every Akwa Ibomite.

Additionally, a team of Akwa Ibom music stars contributed to creating the ARISE theme song, while theater art practitioners added a dramatic touch to bring the ARISE concept to life on stage.

The Senior Account Director, Brand Management at SO&U, Damilola Adeyemi, also highlighted the agency’s dedication to the project with team members actively sharing insights and ideas.

Noting the importance of conducting in-depth research among the people of Akwa Ibom to gain a profound understanding of their needs and expectations, Damilola said, “This research exposed us to understanding what needed to be done and how we should go about them.

“These led us to developing a brand identity that resonated with the people of Akwa Ibom and positioned ARISE as not just an idea from the governor but one that involves everyone.”

Adeyemi also emphasised the importance of passing the torch to the people to take ownership of the ARISE Agenda, noting that the brand identity, featuring human icons raising their hands, symbolised a united effort involving not just the Governor but every Akwa Ibomite.

Additionally, the strategic use of the state’s colors in the logo further strengthened the connection with the people.

“We adopted a multi-TA messaging approach. Understanding that different Akwa Ibomites are in different stages or phases of life, it was important to position the ARISE Agenda in a way each person can see how it relates to them in their natural space. We also ensured our messaging elicited a form of action,” Adeyemi said.

According to the Senior Special Assistant to the Governor on Brand Management and Marketing, Mr Raphael Edem, the State Government was confident to partner with SO&U on the project based on the agency’s strong reputation for brand building and ideas marketing, as well as its success of pevious collaborations with the state.

Edem said one of the significant challenges faced by the agency was crafting a brand identity that was not only unique but also capable of inspiring action among Akwa Ibomites.

He said to ensure success, the SO&U team adopted a collaborative approach, valuing feedback and constantly refining their strategies.