While some may have condemned "The Change Begins With Me" campaign recently launched by President Buhari, truth be told, beyond leadership, Nigeria needs to rediscover its soul. If leadership won't do it, then maybe the bottom-up approach will work after all, our leadership merely expresses who we are as a people. We cannot continue to do the wrong things while hoping for right leadership. It won't work.

1. Re-Orientating Nigeria
A Thought Leading to Policy Document

2. Content
1. Situation Analysis
2. Planning an Intervention
3. Defining a Road-Map
4. Respecting Our Symbols
5. Changing Orientation
6. Communicating Change

3. 1. Situation Analysis

4. 4
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

5. Who is a
Nigerian?
A nation with over 371 tribes,
but with 3 major identifiable tribes to
describe the societal segments we call
Nigeria.

6. 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.

7. What Do We
Hold Dear?
Sports is one key element that generate explosive
people in Nigeria

8. 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

9. 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?

10. What Do We Abhor?
Values
We Are Not Clear
Anymore!
Rewards
A Reward systems defines the
culture of a people, but when
wrongly implemented create
decay within the system.
We reward crass materialism
and corruption

11. How Did We Get Here?
Wrong Rewards
Wrong Ideas Wrong IdealsWrong Learning
Wrong ActionsWrong Decisions
Wrong Morals Wrong Values
Wrong Interpretation

12. National Unity as a Preface to National Identity
Shared Identity
The 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?

13. 2.PlanninganIntervention

14. 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.

15. 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."

16. 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.

17. 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

18. Re-Orientating Nigeria – Why the NOA?
The Agency’s key mandate aligns with
the task at hand

19. 3. Defining a Road-Map

20. 20
Creating a New Sense of Collective Ownership
PATRIOTISM
A 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

21. The Direction
Change
Better Understanding
of Collective
Agreement
Change in attitude

22. 4. Respecting Our Symbols

23. 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.

24. 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

25. 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.

26. 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

27. 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 ?

28. 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.

29. 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

30. 5. Changing Orientation

31. 31
Changing Orientation
Vision
Collective Buy-in to Positive Values
Character
A positive
disposition
Upholding a Set of
codified values that
define us as
Nigerians
Values
ESSENCE
Aspiring for greatness

32. Platform: Build Nigeria

33. 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:
Intelligent
Outgoing
Warm
Outspoken
TARGET MARKET SEGMENTATION
•Family Woman & Family in A,B,C,D,E SEC
•Children
•Youths
•Professionals
•Blue Collar workers
Build Nigeria: Orientation Campaign

34. 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

35. 6. Communicating Change

36. 36
RoleFor 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

37. 37
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

38. 38
SingleMindedProposition
A Nation Aiming for
the Skies

39. 39
Tone Of Voice
•Confident
•Inspiring
•Believable
•Warm

40. 40
Channel Strategy-
Integrated Approach
Nigeria
Word of Mouth
Branches
Outdoor
Radio
Television
Press Sponsorships
Trade fares
Merchandise
Relationship Marketing
Internet
Promotions

41. Next Steps
Develop a comprehensive
Road-map Document