…..Lagos Gubernatorial Candidate Dr. Kadri Obafemi Hamzat Launches Manifesto Anchored on Brand Promise of Respect, Work and Truth
The All Progressives Congress [APC] Lagos State gubernatorial campaign has unveiled its official campaign brand and manifesto platform, The Lagos Promise – Ileri Eko, at a launch event held at the Wole Soyinka Centre for Culture and Creative Arts, National Theatre, Iganmu, Lagos.
The launch, headlined by APC governorship candidate Dr. Kadri Obafemi Hamzat and Lagos State Governor Mr. Babajide Olusola Sanwo-Olu, introduced a new brand architecture that will drive the party’s 2027 governorship campaign communications.
Central to the campaign branding is the Yoruba philosophical positioning: Gbese ni Ileri – A Promise is a Debt. A Promise is a Load.
According to Dr. Hamzat in his prepared manifesto speech, the choice of name was deliberate. “I chose those words with care. A promise is a debt. In Yoruba, we say: Gbese ni Ileri. A promise has weight.
”The campaign brand is built on three core values drawn from Hamzat’s family tradition, positioned as the brand ethos: Iteriba [Respect], Ise [Work], and Otito [Truth]. The messaging framework states: Respect – the state owes it to every person it serves; Work – the work comes before the announcement; and Truth – a government that publishes the truth about itself earns trust.
Governor Sanwo-Olu, in his address at the event, framed the launch as a moment of continuity, symbolically presenting a baton painted in Lagos State colours as a representation of transition. He noted that successive administrations since 1999 have sustained a pace of development in infrastructure, economy, education, healthcare and transportation.
The Lagos Promise is structured as a seven-pillar brand framework, with each letter forming a policy pillar containing a total of 100 pledges. The campaign disclosed that 87 pledges are classified as firm commitments within the State Government’s power, while 13 are aspirations dependent on wider consultation and federal partnership.
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The pillars are:
P – People First: Focused on health and education. Key pledges include expanding Maternal and Child Centres from 10 to 15, expanding Ilera Eko health insurance from 2 million to one in three Lagosians, delivering 580 new hospital beds through new Massey Children’s Hospital [150 beds], Ojo General Hospital [280 beds], and Somolu General Hospital [150 beds], plus two new General Hospitals at Ogombo and Ibeju-Lekki.
R – Renewal: Urban renewal and environment, including completion of Adiyan Phase Two 70-million-gallon-a-day water facility, rehabilitation of 24 micro/mini waterworks, 95% waste collection coverage, and tree planting and parks development.
O – Opportunity: Enterprise and jobs. The brand narrative targets “the woman in Idumota” and MSMEs. The campaign cites that the Lagos State Employment Trust Fund has deployed over N15 billion to over 21,000 businesses and trained 30,000 young Lagosians. New pledges include publishing one schedule of lawful charges, one permit from one office, and a 40% state-paid stipend for 6-12 month vocational placements.
M – Machinery of Government: Governance reform anchored on accountability. Pledges include a first-100-days Executive Order to establish a Lagos State Service Delivery Office, a State Wealth Fund with an independent board, Service Charters in every office, and an Independent Performance Council with an annual published scorecard. The manifesto includes a foreword by President Bola Ahmed Tinubu, GCFR.
I – Inclusion: Brand positioning as “One Lagos.” Sub-brands unveiled include Obirin Eko [for women], Omo Eko [for youth], Iyi Eko [for dignity and access], and One Lagos [for all residents].
S – Security and Resilience: Extension of Lagos State Neighbourhood Safety Agency to every ward, expansion of street lighting and CCTV, and creation of a State Intelligence Fusion Centre.
E – Everyday Dignity: Transport and housing as daily experience. Transport pledges include growing the public bus fleet from 1,000 to 4,000 buses for one million daily passengers, extension of Blue Line to Okokomaiko, connection of Red and Blue Lines at National Theatre Station, Green Line from Marina to Lekki Free Trade Zone, and Omi Eko waterways project with 140km dredging, 15 ferry routes optimization and 75 electric vessels. Housing pledges include completion of 10 named estates including Egan-Igando, Sangotedo Phase Two, Ibeshe Phases Two & Three, Workers’ Village Ipaja, and Beacon Apartments Ipaja, with a mortgage plan of 10% down, single-digit interest.
The campaign brand will be deployed across bilingual touchpoints as The Lagos Promise / Ileri Eko with tagline extensions around “A Promise Is a Load.
”The marketing approach outlined at the launch focuses on trackable commitments, with each project named for public verification, town hall meetings across the five IBILE divisions, and a published calendar of delivery.
The manifesto launch event held at the National Theatre marks the formal commencement of brand communications for the APC Lagos governorship campaign ahead of the February 6, 2027 governorship election.
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