CSR-in-Action Boss, Masade-Olowola, Late Mother Honoured by Inner Wheel

 The 38th National Conference & Pan-African Forum of the Inner Wheel Club of Nigeria witnessed a dual honour for the Masade-Olowola family, with Bekeme Masade-Olowola, Chief Executive of CSR-in-Action, receiving the Champion of Green Economy and Digital Sustainability Award, and her late mother, Joe Masade, posthumously awarded the Lifetime Achievement Award.

The event, held in Lagos, recognized  Masade-Olowola’s significant contributions to sustainability and digital transformation. Simultaneously, her mother, Joe Masade, was celebrated for her enduring legacy of service and leadership within the International Inner Wheel, particularly as a past District Chairman of District 911.

 Reflecting on her mother’s strides, Masade-Olowola remarked, “She didn’t just believe in humanitarian service; she embodied it.
Her unwavering commitment to uplifting others left an indelible mark, not only on me but on everyone privileged to witness her selflessness. For those willing to embrace it, her legacy of compassion and service continues to inspire and transform lives.”

 Masade-Olowola also delivered a keynote address titled ‘The Epigenetics of Humanitarian Service,’ exploring the generational impact of selfless service.

 “Some of the world’s greatest humanitarians, philanthropists, and changemakers did not stumble into greatness; they were shaped by parents, mentors, and leaders who devoted their lives to service. Their legacy was not built on words alone but on actions that transformed communities and inspired generations, “she stated.

She further  emphasized the long-term effects of humanitarian endeavors, noting that impacts should be measured cross- generational.

She said, “If we measured impact across generations instead of merely a few years, we would truly see the immense power of humanitarian service: schools built, lives uplifted, and doors opened for those we may never meet,” she added. “The ripple effect of selfless service knows no bounds.”

Also speaking, National Representative/President, Inner Wheel, Nigeria, Mrs. Karin Uwaje commended  Masade family’s contributions.

 Joe Masade embodied the very essence of Inner Wheel: service, leadership, and unwavering commitment to humanity. Her legacy lives on through the impactful work of Bekeme, whose dedication to sustainability and governance continues to serve as an inspiration to many”, she enthused.