An Image Agenda for Nigeria
At last, the much talked-about image agenda for Nigeria is out. Tunmise Adekunle who has been monitoring the presentation ceremonies in Abuja, writes
Information and National Orientation Minister, Chief Chukwuemeka Chikelu, at the Presidential Villa, Abuja, held President Olusegun Obasanjo, Vice-president Atiku Abubakar, ministers, advisers and captains of industry spell-bound for one hour as he presented Nigeria's image project tagged: Image and National Economics.
The project has received commendations and pledges of supports from captains of industries.
Chikelu exposed the strategy to be adopted in the project where the best of values inherent in Nigeria and Nigerians will be exposed to the world in a massive media campaign that will last the next three years the world over.
He said the campaign in advertisements through television, radio and the print media will bring to fore the best in all aspects of the Nigerian people and the world over.
"We are going through stages of the campaign to expose to the whole world our rich culture, tourism, sports, economy and business and all other sectors that our people have excelled in and continue to excel in all over the world,"he said.
Chikelu disclosed that only 0.00025% of Nigerians are involved in the Advanced Fee Fraud (419) cases and added that those who fall victim are also greedy foreigners who attempt to reap where they have not sown.
The minister, whose presentation was projector-facilitated, said the ills of 419 will be exposed through a campaign that will be people driven and which will be spread through the world's leading international airports, the media and Nigeria's Embassies and foreign missions.
"We already have the campaigns that will deal with the 419 issue squarely but the real focus is on the success rate of Nigerians in various fields and in challenges they have effectively and efficiently handled excellently in all parts of the world," he said.
Citing examples, the Minister referred to the Nigerian mathematics scholar, Professor Gabriel Oyibo Omojadi now listed for the prestigious Nobel Peace prize award ; another Nigerian who is vice-president of one of the largest banks in the United States of America(USA) and soccer star, Austin Jay Jay Okocha who, apart from scoring the memorable 1,000th goal at the African Cup of Nations in Tunisia is also captain of English Premiership side, Bolton Wanderers.
He also said President Obasanjo who is chairman of the Commonwealth and the current head of the African Union (AU) is one of the most positive forces to hinge the National Image Project on, while Nobel laurete, Professor Wole Soyinka is another product that can most impactfully drive the new Nigerian brand.
On the cultural and tourism sector, Chikelu stated that Nigeria's prime cultures like the Argungu Fishing Festivals, the great Durbars, Boat Regattas and other aspects are the areas that will be tapped and utilized for the re-branding of Nigeria.
"I recall that while as member of the House of Representatives, we had about 84 foreign lawmakers on a visit and we took them to visit Kano where the Emir, his Excellency, Royal Highness, Ado Bayero, laid out a Grand Durbar. Our guests were so stunned that Nigeria has such a rich culture. That is one area of this project that will be prominently embarked upon," the minister added.
He also stated that while the propagation of the idea continues with vigour on the foreign scene with Egypt and South Africa being the outposts for Africa, the USA will serve for the Americas, while Jamaica will be the outpost for the Carribeans just as the United Kingdom and France will serve Europe and Japan will serve Asia.
This campaign will be so driven that personalities and products from our country will be visible in such a manner where when Mahatma Ghandhi is mentioned you will recall India; when Mercedes Benz and Volkswagen are mentioned it is Germany; when you talk about Sony and Honda cars, it is Japan," Chikelu said.
On the need for funding for the project, Chikelu gave an example of South Africa which went to London and fully sponsored 40 London cab drivers on an all-expenses paid trip to South Africa just to experience the new thinking and culture in their country.
"That exposition resulted in a massive campaign by the London cabs who flew South African flags on their cars and sold South Africa to everyone; thus giving a face to the publicity drive of the new rainbow nation," he added.
The Minister impressed on the private sector the benefits that will accrue to them by taking part in the project through the placement of their logos on all materials that will form part of the campaign in various places.
"It will cost millions of dollars to put sights and sounds of Nigeria on CNN. It will cost millions of pounds sterling to have a billboard at Heathrow Airport that accounted for 35million travelers last year alone for two weeks. According to research, last year alone, Nigerians paid N2.5 billion to place Obituary and in-memoriams in two of the countries newspapers, The Guardian and Thisday," Chikelu said.
Speaking at the special forum, President Obasanjo said the present democratic environment makes the task of giving Nigeria a fresh breath attainable.
He added that the project is a continuous one that offers a unique opportunity for segmented and gradual implementation which leads to the sustainance of the tempo at every level.
Obasanjo added that in line with the administration's belief in dialogue, consultation and sharing of experiences, he thought it fit to invite captains of industry and through them, solicit the full support, commitment and participation of the private sector in the project.
Pausing for effect and taking a hard and determined look at the personalities that included ministers, advisers and top government officials who had earlier attended the weekly Federal Executive Council(FEC) meeting, the President gave reasons why he believed in the project.
First, he disclosed that it is important that the initiative is perceived, seen and accepted as truly national by all critical stakeholders and groups.
The second is that the recent experience of the globally acclaimed successful hosting of the 8th all-Africa games, Abuja 2003 and the Commonwealth Heads of states meeting(CHOGM) are demonstrations of the tremendous and positive benefits and potentials of the public and private sector partnership.
President Obasanjo concluded on the theme that at the heart of the initiative is the promotion of Nigeria to attract the much needed foreign partnerships and investments that will strengthen the private sector.
The president of the Manufacturers Association of Nigeria(MAN), Chief Adolphus Egwu and managing director of Nigeria Breweries PLC, Festus Odimegwu said they are affirmatively in support of the Nigerian Image Project
The MAN boss said the re-branding of Nigeria will achieve a big leap for the country in being removed from a high-risk nation where foreigners had earlier demanded for the payment of risk allocations before coming to work or invest in the nation. Egwu added that the organized private sector will form a core group that will operate with the government team in implementing the programme since it has been assured that it will participate in the supervision and control of the funding just like it happened during the Commonwealth Heads of Government (CHOGM) meeting.
He however appealed that the new branding should be spread down the line of government institutions so that the spirit is imbibed by all; and the gains should not be eroded with the attitude that "things must go on."
Odimegwu whose organization has promised to be part of the campaign gave extensive praise for the eloquence and delivery of the minister which, according to him, has disproved the impression that positive things cannot come from the public service.
"When I received the invitation to this meeting, I concluded that I had to come along with my top corporate affairs personnel to witness the new, emerging professionalism and strategic marketing innovations with what we had gone through in the last one hour, I am sure the private sector now realizes that we are in for a big challenge from brilliant men and women who are now in government." Odimegwu said.
He was full of praises for President Obasanjo for recognizing talents in the country and utilizing them to change the perception of governance in all ramifications.
"From what we have seen this afternoon, it is clear that we now have another minister who can be uplifted to the inner caucus of President Obasanjo's great achievers like the FCT minister, Mallam Nasir el-Rufai, his finance counterpart, Dr (Mrs.) Okonjo-Iweala, CBN governor, Professor Charles Soludo, NAFDAC DG, Dr (Mrs.) Dora Akunyili and EFCC chairman, Nuhu Ribadu". Odimegwu said.
"Our President is chairman of the Commonwealth, he is chairman of the G-77 and represents Africa in the biggest club of G-8, is also in NEPAD as the chairman. With the leadership of the AU, you do not have any other statesman to sell this project than our President. That is why we in the private sector will meet at the end of this session to plot the way forward for this laudable project which is bound to change the perception of our country for good. I am sure and certain that I speak the minds of my colleagues," Odimegwu said.
Chairman of IRS Airlines, Ishyaku Rabiu said the project is another avenue for the Airline to be part of the Nigerian renaissance after participating in the success train of the 8th all-Africa games and CHOGM.
"All good things are happening to our great nation under this administration of President Obasanjo and we definitely must be part of the success story. This is a turning point in our country's history and we're happy to be part of history," Rabiu said.
Dangote Group's boss, Alhaji Aliko Dangote was of the opinion that the project will be pivot for the country to re-launch itself into greatness once again and reclaim its dominant role on the continent and in the world.
"This is the time for us to support this great effort. With the new perception and all other aspects of our nation going on the internet, it is no doubt going to serve as an avenue for the world to see us anew," Dangote said
Managing director of Oceanic Bank, Mrs. Cecelia Ibru while expressing satisfaction at the project said her industry had been waiting for this giant step in moving the Nigerian economy forward.
"Maybe what has happened to us in the past had been because we didn't have an administration determined to take the bull by the horn. We in the banking sector have felt the weight of the bad image Nigeria had been going through, especially with the cases of 419. But a new era is here and we are set for a definitive perception change," She said.
EFCC boss, Nuhu Ribadu said the project will be of tremendous assistance to the Commission in its resolve to wipe out economic crimes from the country and encourage investments that will flow into the country as a result of the effort.
"We in the EFCC now can be complimented by this initiative which we are happy will be a tremendous success with the backing of the private sector. Fighting economic crime by our commission now has a boost because here is a project that gives a wholesale whitewash for our country and what we stand for in the comity of nations." He added.
The seriousness around the entire procedings say a lot. The involvement of the calibre of captains of industries that graced the occasion days more of a collective desire. That the occasion veered of from the popular political jamboree of talkers, it is highly expected and believed that the journey to the much desired Brand Nigeria has begun.
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