In a significant recognition on the international Rotary stage, the Rotary Club of Ikoyi Metro secured third place in the prestigious Power of Goodness Video Competition (Zones 21 & 22). The club’s entry highlighted its self-funded renovation and equipping of Wards C1 and C2 at General Hospital Odan, Lagos; a project valued at over ₦150 million. The video was produced by Iretura, a media and creative agency.
In this exclusive interview, the Iretura boss, Victor Ojelabi, reflects on the collaboration, the making of the award-winning documentary, and why the achievement matters far beyond the podium.
How did Iretura first connect with the Rotary Club of Ikoyi Metro, and what made you decide to partner with them for media support during the 2025-2026 Rotary year?
My mentor, DGND Ehi Braimah, called me one day and informed me he had recommended my service to a club. He said Rtn. Toyin Ojo, the club’s Public Image Director, would reach out. She did, and the result was an award-winning partnership.
What was Iretura’s specific role in the club’s activities beyond the competition entry?
Our brief was simple but impactful: bring visibility to the Rotary Club of Ikoyi Metro beyond the Rotary community. We achieved this through storytelling and delivery standards that are still relatively uncommon in Rotary circles.
How did you first learn about the Power of Goodness Video Competition?
DGND Braimah informed me that I should enter the competition, especially given the volume of video services we had rendered across District 9112. My curiosity was piqued, so I researched it. After reviewing our humanitarian projects, the renovation at General Hospital Odan by RC Ikoyi Metro stood out. I immediately reached out to the club’s President, Rtn. Alex Chukwu, who agreed because he is always thirsty for the progress of his club.
What made Iretura decide to assemble and submit the video entry?
Iretura did not submit on behalf of the club, because the rules require the club to post its own entry. We focused on producing the content.
Walk us through the process of turning the before-and-after footage into a compelling narrative.
The club’s Public Image Director, Rtn. Toyin Ojo, was extremely resourceful and always eager to supply any material we requested. She was not working alone; almost every member of the club was warm and cooperative.
What were the biggest creative or technical challenges?
It was really not a challenge. Documentary production is one of our strong points at Iretura, and we take every brief seriously, no matter how small it may appear.
How did you balance factual storytelling with emotional impact to stand out against international entries?
When I heard the story of how the project was birthed by the club’s Past President, Rtn. Adekemi Folorunsho, it was already an emotional experience. That made it easy to connect with the feeling and merge it with our power of storytelling, which has always been our secret weapon.
Did you have a deliberate strategy for the People’s Choice element?
When you have a product that speaks to genuine human needs, people will naturally respond. The story of the renovation of Wards C1 and C2 at General Hospital Odan sold itself. Imagine a Rotary club in Nigeria raising over ₦150 million to execute such a project without collecting a kobo from Rotary International.
What does winning third place mean for Iretura professionally?
When people ask what the big deal is about the club coming third, I tell them it is a big deal for us at Iretura. It solidifies our initial conviction that we are doing the right thing and handling clients’ briefs as we should. Our team is happy and pumped up by the achievement.
The project attracted an unscripted visit from Rotary International President Francesco Arezzo. How did strong visual storytelling contribute?
It is a combination of the selflessness of the club members and having the perfect partner to put the message in the right places.
The club largely self-funded the ₦150 million renovation. What lessons can other organisations learn?
We can say the club self-funded it, but also with the aid of external philanthropic partners who are non-Rotarians. This is a great lesson about the power of collaboration.
Why is visual media, particularly video, so powerful for Rotary clubs and similar organisations?
It is easy to believe what you see.
Do you believe more organisations should invest in professional storytelling?
Yes, I believe so. It is easy to assume you can use your phone to capture your project, but a professional agency will do a far better job. At Iretura, we ensure important details are captured during production and creatively assembled in post-production.
Looking back, is there anything you would have done differently?
Nothing. We gave our best, and our hope was not dashed.
With Nigeria’s growing influence in Rotary, including the incoming Rotary International President from Nigeria, what opportunities do you see for agencies like Iretura?
Agencies like Iretura are already preparing to ensure that the global media is well saturated with news of one of the biggest charity organisations in the world in the new Rotary year.
This partnership and the resulting global recognition underscore the power of strategic media collaboration in amplifying humanitarian impact; a model Iretura is proud to champion.
Morenikeji Adedayo is a journalist and contributor to Freelanews.com, covering news, business, and public affairs.
