Princewill Ekwujuru

Quite recently, statistical report by the United Nations had posited that about 53.6 million Nigerians go to bed hungry every night. This according to the body represents nearly 45 percent of the total population of Nigeria.

Where this may not be dawning enough, the report also said that about 70 percent of the total 168 million Nigerians live below globally acceptance survival line of one dollar or N150 per day.

Relatively, eradicating absolute poverty globally is one of the Millennium Development Goals (MDGs) of the United Nations. Where at least 50 percent of the world population of 7billion people in recent report on global human index are expected to have access to adequate food by 2015, in over 204 countries of the world.

In Nigeria today, poverty is one of the most serious problem confronting Nigerians and it is usually defined in either absolute or relative terms.

Earlier, Dr. Magnus Kpakol, Co-ordinator, National Poverty Eradication Programme (NAPEP), had said, “the whole nation will be made to realise that the fight against poverty is everybody’s responsibility and that effort would be made to mobilise resources across the nation towards eradicating poverty,” while pointing out that since there already exists the political will at the top, all required was the collective will for the fight against poverty to be successful.

This statement may have moved Nigerian Breweries (NB), makers of the Star larger to institute the Star mega promo to reward loyalty and empower its consumers with different gift items like cars, cash, and other consolation prozes.

The Star mega promo is a consumer engagement scheme through which the Star brand rewards consumers for their loyalty.

The promo which runs for eight weeks will produce three winners every week, thereby empowering three families every week, whilst reducing poverty level in each of the families; which means that 24 families will leave the poverty line in 2011.

Aside giving out cars as the star prize for the promo, it has also doled out N6,610,000 as at press time with about 170 consumers having won cash prizes from between N20,000 and N50,000, including Key holders, T_Shirts and free bottles of Star larger.

For consumers who got monetary reward for participating in the promo, change took place when they got a boost from the money prize from NB’s Star beer.

Others where consumers who needed a little push financially to start a trade and re-invent their lives.

However, for Obinna Igwe, Ebonyi State native, 28, one of the car winners, it was a dream come through, according to his words, “if it is a dream I don’t want to wake up.” With those words, Igwe walked up to the podium to receive his brand new Toyota Corolla car.

Speaking after receiving his car, Igwe stated that he was initially sceptical about the authenticity of the promo. “I really did not believe that I would be given the car even after I found the last crown cork that won me the car.

According to him, his doubt lingered even after he had boarded the plane bound for the corporate headquarters of Nigerian Breweries Plc., makers of Star lager beer in Lagos. “My doubts remained with me even when I was in the plane. Interestingly that was the first time I would be boarding a plane in my life but I was more anxious about the car than the flight experience. Now that I know that it is real I am going to tell all my friends to continue to drink Star,” he said.

On the other hand, Joseph Unufore and Chima Amaechi, were in the third batch of car winners in the ongoing promo, bringing the number of car won in the promo to nine.

Also speaking, Joseph Unufore, 45, said, “I want to express my sincere appreciation to Star. Now I am a car owner just because I drank my favourite beer, Star. I am so happy,” Unufore, who is an Ilorin based businessman said. Chima Amaechi, an Abuja bar owner and the last car winner was also excited about winning the car.

“I can’t explain how happy and excited I am. Star has done a wonderful thing for me and I am so grateful,” the 32 year old native of Imo State said.

For Mr. Jaaco van der Linden, Marketing Director, NB, the Star Mega Promo was initiated to appreciate the teeming consumers of Star who have made the beer brand the biggest in the country.