In a significant move to elevate the status of caregiving in Nigeria, Caring Africa has proudly announced the launch of the Creative Care Council. This innovative cultural initiative, unveiled in anticipation of the International Day of Care and Support on October 29, aims to transform the perception and practice of caregiving through the compelling tools of storytelling, influence, and creative leadership.

The Creative Care Council brings together an impressive array of Nigeria’s most influential voices from diverse sectors including media, entertainment, health, parenting, and culture. Prominent members include Folagade Banks, Sisi Yemmie, Nancy Umeh, Bukkie Akinmade of The Kitchen Muse, Chef Tolani (Diary of a Kitchen Lover), Dr. Ayodele Renner (Noisy Naija Paediatrician), Toyosi Etim-Effiong, Ibrahim Suleiman, and Jamila Lawal, among others. These cultural luminaries are committed to leveraging their platforms to ensure care is recognized, valued, and prioritized not only within homes but also across workplaces, policy-making, and national discourse.

Blessing Adesiyan, Founder of Caring Africa, emphasized the critical need for this initiative, stating, “In a country on track to become the third most populous in the world, behind India and China, caregiving can no longer remain invisible or undervalued.” She highlighted that the Creative Care Council seeks to redefine care, shifting it from a personal burden or private duty to a shared responsibility and essential societal infrastructure.

The council’s mandate is multifaceted. It will spearhead campaigns designed to illuminate the lived experiences of diverse caregivers, including mothers, fathers, nannies, nurses, teachers, and eldercare workers. Operating at the confluence of culture and policy, the council aims to achieve several key objectives: shift social norms regarding care, parenting, and gender roles; utilize media and storytelling to stimulate investment in care infrastructure; amplify the voices of everyday caregivers and care workers; and ultimately shape the future of care through imaginative influence.

A core initiative of the council is #MyCareStory, a 30-day digital storytelling campaign. From October 29 to November 29, 2025, Nigerians are invited to share their personal care experiences using the hashtags #StartWithCare and #MyCareStory. The campaign will reward the most compelling story shared with an iPhone, encouraging broad participation and engagement.

The launch of the Creative Care Council is an integral component of Caring Africa’s broader national movement, the #StartWithCare campaign. This movement advocates for care to be recognized as a fundamental cornerstone of Nigeria’s economic and social development. It calls upon government bodies, businesses, and civil society organizations to invest in crucial areas such as paid family leave, robust childcare systems, comprehensive support for the care workforce, inclusive aging care and disability policies, and gender-equitable care policies.

The Council will be formally unveiled at the International Day of Care Celebration, scheduled for October 29, 2025, at 3:00 PM, at the Capital Club, Victoria Island, Lagos. Caring Africa is a pan-African platform dedicated to reimagining care as the bedrock of strong families, resilient economies, and inclusive development. It operates at the intersection of policy, storytelling, and technology to foster a future where care is duly recognized, adequately funded, and universally valued.