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A Systematic Approach Towards The Reorientation of Nigerian Values

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By Ade Adekola - This presentation provides in overview a five stage process / framework for DEFINING and ultimately SUSTAINING a set of Nigerian Archetypal Values.

By Ade Adekola - This presentation provides in overview a five stage process / framework for DEFINING and ultimately SUSTAINING a set of Nigerian Archetypal Values.

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  • 1. A Systematic Approach Towards the Reorientation of Nigerian Values Ade Adekola CEO Leidenschaft Venture PartnersA Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011
  • 2. Preamble: Values are deep seated beliefs that influence people’s actions and the rules by which they make decisions within their society. Values influence attitudes, which in turn determine the prevailing mindset held by individuals. In the words of Albert Einstein: “weakness of attitude becomes weakness of character”. The mindset determines thought, which governs behavior, which in turn, over time, shapes the national culture. Culture differs from tradition. Culture is always evolving against the background of tradition and is influenced by archetypal values (a common denominator of values which all citizens sub-consciously strive towards) which steer individual attitudes and thus their ultimate behaviors.A Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011
  • 3. Several societies have overtime created their own “Archetypical Values”. For example, the United States has seven archetypal values – they are reinforced in all aspects of its society. Puritan and pioneer Value of the individual: Achievement and Change and progress: morality: success: Success occurs at the Change is inevitable. The world is made up of level of the individual. Success is measured by Progress is good and people who are good and People should not have the accumulation of leads to success. If you bad, foul and fair. You to fight for their rights. power, status, wealth do not keep up, you will are either one of the The government should and property. What you fall behind. Newer is good guys or you are one protect the rights of the already have is not as always better. The next of the bad guys. If you individual, not the other important as what you version will be better are not with us, you are way around. continue to accumulate. than the last. against us. Ethical equality: Effort and optimism: Efficiency and pragmatism: All people are equal, Hard work and striving is both spiritually and in the key to success. The Solution is more the opportunities they great American Dream of important than ideology. deserve. This includes fame and fortune comes differences in race, to those who work hard Utility is more important gender, disability, age, and never give up. than show. sexual preference and so on.A Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011
  • 4. This presentation provides in overview a five stage process / framework for DEFINING and ultimately SUSTAINING a set of Nigerian Archetypal Values. Stage Objectives of stage RESEARCH Research existing values to define a framework for Stage 1 change. BUILD Build new, strong and compelling stories, myths and Stage 2 scenarios to seed and steer change. PRODUCE Produce several types of communication in forms Stage 3 easily digested by different members of the populace. DISSEMINATE Disseminate the material using social media and other Stage 4 types of viral channels. SUSTAIN Stage 5 Build institutions to sustain the change.A Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011
  • 5. STAGE 1. RESEARCH STAGE 1. RESEARCH CONSISTING OF 11 STEPS Research follows a well known and defined model of data gathering, synthesizing the information to glean fundamental insights and then creating a framework to direct analysis. It ends with the definition of a strategy to roll out value change initiatives to different groups. Stage 1 is made up of 11 incremental steps: Outlined diagrammatically on the next two slides.A Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011
  • 6. 1. DEVELOP HYPOTHESIS 2. SEGMENTATION 3. FIELD RESEARCH 4. BUILD FRAMEWORKS 5. TEST / FEEDBACK 6. SYNTHESIS / FILTERA Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011
  • 7. 7. IDENTIFY MINDSETS 8. TEST / FEEDBACK 9. DEFINE CHARACTER TYPES 10. DEFINE ROLL OUT 11. PRESENT FINDINGS STRATEGYA Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011
  • 8. STAGE 2. BUILD STAGE 2. BUILD CONSISTING OF 8 STEPS The Build stage is focused on creating new character Archetypes around which contemporary myths will be formed. Stories will be written which build on Nigerian tradition. Scenarios will be created which allow the different groups identified in the research stage to buy into them. Stage 2 is made up of 8 sequential steps: Outlined diagrammatically on the next two slidesA Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011
  • 9. 1. ANALYSE TRADITIONAL 2. IDENTIFY INFLUENCE 3. DEVELOP MORDEN MYTHS /STORIES CHARACTERS CHARACTER TYPOLOGY 4. TEST / FEEDBACK 5. DEVELOP SCENARIOS TO 6. TEST / FEEDBACK SEED CHANGEA Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011
  • 10. 7. DEVELOP CONTEMPORARY 8. PRESENT FINDINGS MYTHS / STORIESA Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011
  • 11. STAGE 3. PRODUCE STAGE 3. PRODUCE CONSISTING OF 11 STEPS Produce: once we have our stories and scenarios from the build stage we then need to focus on turning them into compelling communication material targeted at the appropriate audiences. Collaboration with world class communication specialists to create films, animations, games and media slogans becomes essential. Stage 3 is made up of 11 sequential steps: Outlined diagrammatically on the next two slidesA Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011
  • 12. 1. COLABORATE WITH 2. PRODUCE SLOGANS / 3. PRODUCE SHORT FILMS INDUSTRY EXPERTS ADVERTS4. PRODUCE RADIO JIGGLES 5. PRODUCE ANIMATION 6. PRODUCE / SHOWS / COMICS DOCUMENTRIESA Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011
  • 13. 7. PRODUCE BOOKS 8. PRODUCE GAMES 9. DEFINE TARGET AUDIENCE 10. TEST / FEEDBACK 11. PRESENT FINDINGSA Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011
  • 14. STAGE 4. DISSEMINATE STAGE 4. DISSEMINATE CONSISTING OF 12 STEPS Disseminate, seeks to utilize viral communication strategies to facilitate rapid spread of the material created in stage 3. Social media as well as other technology enabled channels will form a central part of the dissemination strategy. The aim is to influence both subtly and directly the audience/groups identified in stages 1 and 3. Stage 4 is made up of 12 sequential steps: Outlined in the next two slidesA Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011
  • 15. 1. PLAN VIRAL CAMPAIGN 2. NEWSPAPERS 3. RADIO 4. BROADCAST 5. SMS / SMART PHONES 6. POD CAST TV / CABLEA Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011
  • 16. 7. BLOGGERS 8. SOCIAL NETWORKS 9. FILM PLACEMENT 10. EDUCATION 11. INTERNET CLICK 12. TEST / FEEDBACK CURICULUM THROUGHA Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011
  • 17. STAGE 5. SUSTAIN STAGE 5. SUSTAIN CONSISTING OF 6 STEPS The Sustain stage aims to create several means of ensuring that the Archetypal Nigerian values once created will be long lasting and effective in shaping peoples behaviors positively. Here we advocate the creation of a national archive and institute to perpetuate some of the initiatives outlined above. Measurement will ensure and guide tweaking of the initiatives. Stage 5 is made up of 6 initiatives/steps: Outlined diagrammatically on the next slide.A Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011
  • 18. 1. CREATE NATIONAL 2. CREATE NATIONAL 3. CELEBRATE THROUGH ARCHIVE INSTITUTE ANNUAL FESTIVAL 4. REINFORCE THROUGH 5. REINFORCE THROUGH 6. TEST / MEASURE ANNUAL COMPETITION ANNUAL AWARDSA Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011
  • 19. FIVE STAGE MODEL Thank you for For Reorientation of listening Nigerian ValuesA Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011

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