By salami Godschoice
A bold creative concept titled “The 37th State” took centre stage at the 2026 Advertising Industry Colloquium as students of Kwara State University (KWASU) emerged winners of the Advertising Pitch Competition organized by the Advertising Regulatory Council of Nigeria (ARCON).
The KWASU team’s presentation introduced the “37th State” as a symbolic state beyond geographical boundaries .
A place where every Nigerian belongs regardless of ethnicity, religion, language or place of origin.
According to the team, the concept was created to promote unity and a shared sense of responsibility by encouraging Nigerians to see themselves as members of one community working towards national progress.
They argued that challenges such as insecurity should not be viewed through ethnic, religious or regional lenses, but approached as collective national concerns.
The presentation further emphasized that crime should be treated as crime, not attached to any tribe, religion or location.
The students maintained that criminals not communities are the real problem, stressing that a united approach to confronting criminality would encourage greater national cohesion and lasting solutions.
Beyond the idea, the team presented a structured project plan outlining how the “37th State” concept could be implemented as a sustainable initiative.
The framework provided a clear direction for translating the idea from a creative concept into an organized movement, with emphasis on coordination, responsibility, participation and systems that would support its long-term impact.
Explaining the choice of the name, the team said the “37th State” was intentionally described as a state, not a slogan.
They argued that while slogans are merely words, a state represents a mindset and system that requires commitment, responsibility, governance and shared values.
The concept demonstrated how advertising can serve as a tool for social change, using creativity and storytelling to inspire conversations around national identity, unity and collective responsibility.
KWASU’s presentation recorded the highest score of 489.5 points, earning the team first place and the ₦1 million cash prize.
The competition was part of ARCON’s efforts to strengthen the relationship between academia and the advertising industry by exposing students to practical professional experiences.
