Power Oil moved its Powering Love, Sharing Joy campaign offline this festive season with a visit to Bethesda School of the Blind in Nigeria following strong consumer participation across social media.
The online call asked Nigerians to nominate communities where the brand could share goodwill during Christmas. Bethesda School of the Blind emerged as the most mentioned destination, reflecting the public’s role in shaping the brand’s outreach.
Power Oil Bethesda School of the Blind Nigeria
The visit formed part of Power Oil’s wider 2025 message, Certified Healthy. Be Certified Fit, which the company described as a Certified Christmas. Representatives from the company attended the school’s end-of-year talent showcase, sponsored by Power Oil, and joined staff, pupils and guests to celebrate the students’ performances.
Students delivered songs and stage acts that drew warm applause from the audience. Organisers and visitors noted that the performances demonstrated how talent and potential thrive irrespective of physical limitations. In recognition of outstanding achievement, Power Oil awarded the top-performing student a cash prize of ₦1 million.
Roland Akpe, Marketing Manager for the Oils and Fats Portfolio at Tolaram, said the visit was more than seasonal charity. He described the event as an extension of the brand’s long-term focus on wellbeing, human connection and community impact. He added that from everyday meals to meaningful social engagement, Power Oil remains committed to promoting healthier and more inclusive futures.
The company’s decision to respond directly to consumer nominations highlights a growing trend in corporate social responsibility where brands leverage digital engagement to identify and support local needs. By allowing the public to nominate beneficiaries, Power Oil sought to ensure its festive activity aligned with communities that resonated most with its customers.
School staff welcomed the attention and support. Teachers and administrators said the sponsorship helped raise morale and provided the pupils with a platform to display their skills to family and the wider community. For many students the event offered an opportunity to perform in front of an appreciative audience and to gain recognition for their efforts.
Observers said the cash award signalled a practical commitment to empowerment. Funding of that size can enable beneficiaries to pursue education, training or other initiatives that support longer term independence. The gesture therefore combines immediate celebration with a tangible investment in future potential.
Power Oil’s involvement at Bethesda School of the Blind in Nigeria also fits within broader corporate trends of targeted community investment during peak charitable periods. Such activity can reinforce brand values while delivering benefits to vulnerable groups in a visible and respectful manner.
As digital platforms continue to shape how brands and consumers interact, campaigns that allow public input are likely to grow in prominence. For Power Oil, the campaign and the visit to Bethesda offered an example of how consumer-driven nominations can translate into on-the-ground support that celebrates talent, fosters inclusion and delivers measurable assistance to communities in need.
Key Takeaways:
- Power Oil’s Powering Love, Sharing Joy campaign reached Bethesda School of the Blind after strong public nominations.
- The brand sponsored the school’s end-of-year talent showcase and awarded the top performer ₦1 million.
- The activity aligns with Power Oil’s 2025 theme Certified Healthy. Be Certified Fit and signals commitment to inclusion and community wellbeing.
- The visit highlights how consumer-led digital engagement shaped the company’s festive outreach in Nigeria.
