As Nigeria struggles with poor image locally and globally, exacerbated by many factors, a development that is negative for investment drive, some marketing experts have proffered ways to reverse the trend in the medium and long term.
Some of the ways include compelling story telling through media to shape the national identity and education of the young ones on national values through school system.
Speaking recently at the Association of Advertising Agencies of Nigeria, AAAN annual meeting in Abeokuta with the theme Breaking the mould, creativity and national development’ filmmaker, Femi Odugbemi who prescribed the use of creative storytelling to revamp the national perceptions cited South Korea as an example of a country that consciously employed creative storytelling to shape their national identity.
“Similarly, Nigeria has the potential to tell compelling stories that can foster unity and drive development”, Odugbemi said.
In her presentation, Chichi Nwoko said it is important to educate the young people and get them to understand values and what Nigerian nation stands for.
She regretted that many of the young people are not in school to learn traditional manner. According to her, the onus is therefore on society and parents to make amends where necessary and be the first teacher to our children. That is how other countries like America did it to teach the children about values and pride of the nation.
Steve Babaeko, the immediate past president of AAAN said that as a nation, we have a huge opportunity to use creativity as a tool for national development and break away from the mould of the negative spirit that seemed to have enveloped the nation.
“Though there are so many things we can improve upon as a country, but some less endowed nations have been able to find the positive energy to talk positive about themselves. This is what Nigeria should emulate. As custodians of creative industry which is advertising sector being the arrow head of the creative industry, the time has come for us to use the tool of creativity as a big weapon to turn around the negative story about Nigeria and turn it positive”.
Babaeko agreed that government has a huge responsibility to show some hope for the citizens, and give the hope for the citizens but said as a people “we need to stand up and checkmate the cynicism about the country”.
Reflecting on the theme, Lolu Akinwumi, chairman of the occasion said in an era where change is the only constant, it is imperative for advertisers to continuously innovate and redefine the boundaries of creativity. “Breaking the mould requires us challenging the status quo, thinking beyond the conventional, and daring to explore uncharted territories. It is this relentless pursuit of innovation that drives the Advertising industry forward and sets the stage for transformative ideas”.
Akinwunmi further said that creativity is not just about producing aesthetically pleasing advertisements; it is about crafting compelling narratives that resonate with diverse audience.
It is believed that tackling corruption, improving security, enhancing governance and ensuring economic stability and improving the right of citizens will guarantee positive image.
