Re-Orientating NigeriaA Thought Leading to Policy Document

Content 1. Situation Analysis2. Planning an Intervention3. Defining a Road-Map4. Respecting Our Symbols5. Changing Orientation6. Communicating Change

1. Situation Analysis

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Introduction: What Makes a Nation?

A Nation is more than a just a people or geographic location

It’s aggregation of the way a people see themselves

The way others see the people

Its a combination of culture, values

and aspiration

The commonality of dreams, hopes and aspiration is

what makes a Nation

Who is a Nigerian?

A nation with over 371 tribes,but with 3 major identifiable tribes to describe

the societal segments we call Nigeria.

What are our Symbols?

Our Symbols are fast becoming Signs due to the lack of upholding values, caused by self gratification, neglects and lack

of understanding by the citizenry.

What Do We Hold Dear?

Sports is one key element that generate explosive people in Nigeria

How Do Nigerians See Nigeria?Nigerians are wont to identify

themselves more by their ethnic affinities rather than as citizens

of one collective national entity.

With ethnicity proving a major fault-line, the concept of

allegiance is also understood strictly within an ethnic context as opposed to a national context

Nigeria – The Identity Dilemma

The debate is still ongoing about the concept of a people’s “Nigerian-ness”.

A few Nigerians believe that the entity called ‘Nigeria’ is an accident of history – a colonial contraption or a mere geographical expression.

Hence it has become impossible for a collective adoption of one Nigerian identity where all citizens see themselves as sharing a common history and heritage.

Differences which ought to be celebrated for the rich diversity they bring polarize Nigerians.

The Issue of National Mores and Norms are therefore not clearly defined

Hence the descent of the Nigeria to pariah status corrupted values with resultant lack of social cohesion

Who really is a Nigerian?

What Do We Abhor?

Values

We Are Not Clear Anymore!

RewardsA Reward systems defines the culture of a people, but when wrongly implemented create

decay within the system.

We reward crass materialism and corruption

How Did We Get Here?

Wrong Rewards

Wrong Ideas Wrong Ideals Wrong Learning

Wrong ActionsWrong Decisions

Wrong Morals Wrong Values

Wrong Interpretation

National Unity as a Preface to National Identity

Shared IdentityThe definition conveys the significance of unity in diversity to creating a strong national

identity.

Agreement

Essentially, the sense of a nation as a cohesive whole, as represented by distinctive traditions, culture, language and politics.

What is National identity?

2. Planning an Intervention

The Need to Change Orientation

Awaking Institutional Memory

• A discovery of where things started to go wrong• A rejection of wrong values• An agreement to build on the positives

Orientation

• Orientation is at the heart of the social and political problems of Nigeria.

Enter the NOA…• The National Orientation Agency of Nigeria is the body tasked with communicating government policy, staying abreast of public opinion,

and promoting patriotism, national unity, and development of Nigerian society.

• The motto on its website states: “Do the right thing: transform Nigeria."

What is it’s Main Objective?

The main objectives of the Agency, as provided in

Decree 100 of 1993, are to ensure that Government

programmes and policies are better understood by

the general public.

Mobilize favourable public opinion for such programmes and policies;

Encourage informal education through public enlightenment

activities and publications;

Establish feedback channels to Government on all aspects of

Nigerian national life;

Establish appropriate national framework for educating,

orientating and indoctrinating Nigerians towards attitudes, values

and culture which project individual’s national pride and

positive national image for Nigeria;

Awaken the consciousness of Nigerians to their responsibilities

to the promotion of national unity, citizens’ commitment to their

human rights to build a free, just and progressive society;

Develop among Nigerians of all ages and sex, social and cultural values and awareness which will inculcate the spirit of patriotism, nationalism, self-discipline and

self-reliance;

NOA: Topline Mandate

Re-Orientating Nigeria – Why the NOA?The Agency’s key mandate aligns with

the task at hand

3. Defining a Road-Map

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Creating a New Sense of Collective Ownership

PATRIOTISMA sense of pride in our nationality, place of origin

PROMISE Our word is our bond and the grounds for expectation

PASSION A burning desire driven by empathy we feel for our country

PEOPLE

PERFORMANCE

A deep sense of commitment for community and other people

A resolve to deliver on our promise at all times

The Direction

Change

Better Understanding of Collective Agreement

Change in attitude

4. Respecting Our Symbols

Giving Life to Our Symbols

Re- express our symbolic values

Re- invent these symbols

Re- enforcing & Re- telling

The idea is to rebuild our beliefs through these symbols.

The National Flag

Re-orientate Nigerians about the true meaning of the National flag.

• Carefully explain:• Meaning of national flag to a nation • Why the color (Green – Whit – Green) • What the thought process • How is it expressed • What does this the reason for the colours • Does it need a change • How symbolic is the flag to our culture

History and Meaning of the Nigerian Flag

ANTECEDENCE

• Unlike other countries, there was no special emphasis and a historical incident to inspire the proposed ensign for the national flag of Nigeria.

DESIGNER

• It was designed by Michael Taiwo Akinkunmi who was then a Nigerian student in London

MEANING

• The Nigerian flag is divided into three equal parts of green with white color in the central part. The green stands for agriculture of the country while the white represents peace and prosperity of the land.

Direction – The National Anthem

Re- Emphasis the meaning of the national anthem and explain it values and why

• Carefully attain the following:• Distillation of the National anthem• Re-publish each words • Re-establish what this mean to us Nigerians • How has it affected us as a nation• Can we be defined by the anthem• How symbolic is the anthem to our moral

values• How do we justify our allegiance

Direction – The COAT-OF-ARM

Re- educate Nigerians about the coat of arm.• Carefully explain:

• Meaning of the elements• Meaning to Nigeria • Application of the coat of arm • Effect of the coat of arm• How symbolic is the coat of arm• Does it define US ?

Meaning of the Nigerian Coat of Arm

THE POINT OF

REFERENCE

The 'Coat of Arms of Nigeria' represents the

rich natural diversity and history of Nigeria

THE SIGNIFICANCE

The Coat of Arms of Nigeria has a black

shield with two white flattened stripes

blazing in the shape of alphabet 'Y' in the

harbor shield.

The black shield represents the fertile land of Nigeria and

the silver white wavy stripes stands for the

rivers Niger and Benue.

The two white horses exemplify dignity

while eagle stands for strength, the ground

of the shield is covered with Coctus

Spectablis, a common wild flower found in

different parts of Nigeria.

Direction – The National Pledge

Re- tell this STORY – The pledge!

• Carefully attain the following:• Distillation of the National pledge • Re-publish each words • Re-establish what this means to us

Nigerians • How has it affected us as a nation• Can we be defined by the anthem• How symbolic is the anthem to our

moral values• How do we justify our allegiance

5. Changing Orientation

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Changing Orientation

VisionCollective Buy-in to Positive Values

CharacterA positive

disposition Upholding a Set of codified values that

define us as Nigerians

Values

ESSENCE Aspiring for greatness

Platform: Build Nigeria

A nation confronting its problems and aiming for greatness

Emphasizes the rich cultures

FRAME OF REFERENCE• Depicts human and

natural potential• The average Nigerian

• Humorous• Hopeful

• Not just an amalgam of people

• But a combination of people with common

destiny

CRITICAL POINT OF DIFFERENCE & CREDIBILITY

•Hopeful about a greater tomorrow• Believing in our ability to ride

above the hurdles

SYNONYMS:IntelligentOutgoing

WarmOutspoken

TARGET MARKET SEGMENTATION• Family Woman & Family in A,B,C,D,E SEC

• Children• Youths

• Professionals• Blue Collar workers

Build Nigeria: Orientation Campaign

Implementation: A Multi-Tier Orientation Policy

Affect All Strata of National Life

Legislation, Security and Education Curriculum:• Civics and History

Economy/ Technology / Production• Nestling the Nigerian Standard

Inter-Ministerial Approach

Setting up an Inter-Ministerial Platform that will work with the

National Orientation Agency

Under the supervision of the Information Ministry

6. Communicating Change

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Role For Communication • Build a unique brand identity for Nigeria

that will resonate with all key stakeholders

• Project Nigeria as a NATION BRAND FROM AFRICA with a GLOBAL PERSPECTIVE

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Our Audience• Progressive minded individuals who

believe in the future of this country• They seek to make life better for

themselves and others around them• They desire access to quality life at all

times• They want to be associated with a success

story• They aspire for greatness and as such seek

brands that identify with and inspires their aspiration

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Single Minded PropositionA Nation Aiming for

the Skies

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Tone Of Voice•Confident• Inspiring•Believable•Warm

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Channel Strategy- Integrated Approach

Nigeria

Word of Mouth

Branches

Outdoor

Radio

Television

Press Sponsorships

Trade fares

Merchandise

Relationship Marketing

Internet

Promotions

Next StepsDevelop a comprehensive

Road-map Document