In a strategic evolution of its corporate social responsibility, Leadway—a premier Nigerian financial services and wellbeing provider—has announced the launch of Media Dash 3.0. This year’s edition is headlined by the first-ever Leadway Lifestyle Fair, a physical marketplace designed to provide young Nigerian entrepreneurs with the visibility and community engagement needed to scale their businesses.
Moving beyond digital advertising, the initiative transforms into a two-day immersive experience scheduled for December 27–28, 2025, at the L’eola Hotel in Maryland, Lagos.
From Ad Slots to Physical Market Access
For years, Leadway’s “Media Dash” has been a frontline support initiative, where the company freely cedes its flagship advertising assets and media slots to young SMEs. Media Dash 3.0 takes this commitment a step further:
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The Evolution: Previous editions focused on promoting brands nationwide via digital and offline billboards. The 2025 edition adds a physical engagement platform.
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Zero Cost to Vendors: Participating SMEs are provided with free exhibition spaces, removing the high financial barrier typically associated with premium Lagos trade fairs.
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Visibility and Sales: Beyond just “showing” their brands, entrepreneurs have a direct avenue to sell to a large, engaged holiday audience.
A Family-Friendly Community Experience
The Leadway Lifestyle Fair is designed as more than a business transaction hub; it is a community event tailored for the holiday season. The fair will feature:
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SME Spotlights: Dedicated segments to tell the stories behind participating brands.
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Entertainment: Live music and youth-focused engagement activities.
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The Kiddies’ Corner: A safe, fun space for family activities, making it an ideal destination for holiday shoppers with children.
Olusakin Labeodan, CEO of Leadway Pensure PFA, noted that this initiative reinforces Leadway’s strategic position as an “SME-empowering partner,” stating that the entire business ecosystem is built around providing “support and succour” to individuals and businesses alike.
Application and Participation
The fair represents a significant opportunity for young brands to gain traction in the competitive Lagos market. Applications for the free exhibition spaces closed on Monday, December 15, 2025, via Leadway Holdings’ social media channels.
