Hero Lager has launched its 2024 ‘Hero Apprentice to Business Owner’ campaign, designed to address unemployment by empowering youth to establish their businesses.

This campaign, now in its third year, is aligned with Hero Lager’s commitment to fostering economic growth through entrepreneurship throughout, according to a statement.

The Marketing Manager for Hero Lager, Dubem Orji, emphasised the campaign’s positive impact on local communities, stating, “As a brand, Hero Lager believes in creating communal wealth.

“We recognize that our success is intertwined with the prosperity of our communities, and thus, we are dedicated to supporting the apprenticeship system as part of our contribution to reducing unemployment and enhancing the communities in which we operate.”

Orji noted that the apprenticeship program extends beyond mere vocational training; it emphasises the importance of self-sufficiency and meaningful contributions to society.

Hero Lager indicates that this year’s campaign will highlight entrepreneurs who have successfully transitioned from apprentices to business owners through the Hero Apprenticeship Programme.

The initiative will extend across various commercial hubs, including Onitsha, Nnewi, Enugu, Aba, Umuahia, Owerri, Uyo, Asaba, Port Harcourt, and Abuja.

The brand said it is committed to providing these new business owners with extensive media exposure, facilitating their market reach and competitive edge.

The campaign commenced with a ‘Hero Walk’ procession, complemented by market engagement activities recognising newly established business owners.

Further, Hero Lager said it will acknowledge Trade Masters who have played a vital role in guiding apprentices towards successful business ownership.

The theme of this year’s campaign, ‘The Sun Rises For You,’ reflects the brand’s dedication to inspiring Nigerians to diligently pursue their goals while celebrating each achievement along the apprenticeship journey, from enrollment to the establishment of a thriving business.

The brand disclosed its Hero Apprenticeship System has awarded certificates to over 250 apprentices in collaboration with select universities since its inception in 2021.