Omotola Jalade-speaking during the screening of her film "Mother's Love"./Photo ;Courtesy
After more than three decades in African cinema, veteran Nollywood star Omotola Jalade-Ekeinde has announced that the proceeds from the cinema run of her latest film will be donated entirely to charity, a move that industry observers say is unprecedented in African filmmaking.
The actress revealed that every naira earned by her production company, RedHot Concepts, from the theatrical release of Mother’s Love will be directed to Slum2School Africa, a Lagos-based organisation working to support education for children living in underserved communities.
Unlike many film-related charity initiatives that rely on voluntary donations or special fundraising campaigns, the decision was formalised through a board resolution committing 100 percent of the company’s cinema proceeds from the Nigerian theatrical run of the film.
According to organisers involved in the initiative, the funds will help expand programmes that support children from low-income communities to access education while also assisting vulnerable families with housing support.
Screening Announcement
The pledge was announced on March 13, 2026, during a private screening of the film in Lagos attended by more than 200 invited guests, including representatives from philanthropic and corporate organisations.
Also present were residents from Makoko—the waterfront settlement that forms part of the story’s setting.
Around 50 community members attended the screening alongside local leaders, bringing the community that inspired the film directly into the moment when the philanthropic commitment was made.
The event drew guests from across Nigeria and was organised within a short time frame, underscoring the significance attached to the announcement.
Linking Storytelling With Social Impact
Speaking at the screening, Jalade-Ekeinde said the film represents more than a creative project, describing it as an effort to connect storytelling with tangible social impact.
“Tonight, Mother’s Love becomes more than a film. It becomes a bridge between storytelling and social transformation, a promise to use our voices, our stories, and our influence to expand possibilities where it is needed most,” she said during the announcement event.
Leaders at Slum2School Africa welcomed the initiative, noting that the themes explored in the film mirror the challenges many children from underserved communities face.
“The storyline mirrored what 100 percent of our learners experience being judged before they are seen. We felt it was important to leverage this platform,” said Otto Orondaam, founder and executive director of the organisation.
Independent legal advisers and auditors have been appointed to oversee how the funds are transferred and used, a step organisers say will ensure transparency in the disbursement process.
A New Chapter in a Long Career
The film marks a milestone for Jalade-Ekeinde, who has appeared in hundreds of productions since emerging as one of Nollywood’s most recognisable actors in the 1990s.
While she has spent decades in front of the camera, Mother’s Love represents her first project as a director.
The story follows a determined mother named Labake whose unwavering support for her daughter and another child from the community helps shape their futures despite social and economic obstacles.
Parts of the film were developed in collaboration with community partners connected to Slum2School Africa.
Before its Nigerian cinema release in March 2026, the film had already been shown at several international festivals, introducing global audiences to the story and its themes of resilience, education and opportunity.
Beyond the Screen
Film philanthropy has taken different forms globally, with filmmakers sometimes donating personal earnings or launching campaigns tied to movie releases.
However, industry analysts note that the decision by a production company to commit its entire theatrical revenue to a charitable cause remains rare.
For Jalade-Ekeinde, the initiative reflects a broader belief that film can extend beyond entertainment.
As Mother’s Love continues its cinema run in Nigeria, the actress says the goal is not only to tell a powerful story but also to translate the film’s success into real-world opportunities for children who need them most.
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