An initiative for bottom-up change in Nigeria, designed based on The World Bank Group model: Engaging Citizens: a Game Changer for Development. The program is designed as a Public Private Partnership Initiative. Objective: This is to raise citizens through consultation, collaboration, participation and empowerment to participate in governance and hold policymakers and service providers accountable through direct involvement.

1. VALUE… PERCEPTION… REBRANDING
An initiative for bottom-up change designed based on The World Bank
Group Model: Engaging Citizens: a Game Changer for Development
Through Citizens’ Engagement

2. FINAL PROJECT SUBMISSION
Through Citizens’ Engagement
An initiative for bottom-up change designed based on The World Bank
Group Model: Engaging Citizens: a Game Changer for Development

3. VALUE… PERCEPTION… REBRANDING
Sustainable Change for
National Transformation
Through Citizens’ Engagement
A presentation made by:
ADEWUMI ADEWALE

4. VALUE… PERCEPTION… REBRANDING
INTRODUCTION

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THIS PROJECT IS FOCUSED ON:
1. VALUE… PERCEPTION… REBRANDING
2. RAISING OF CHANGE LEADERS
3. CREATING A VIRAL CAMPAIGN FOR CITIZENS’
ENGAGEMENT IN NATIONAL DEVELOPMENT

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Where to Begin
A re-orientation and re-ordering of our value
system by raising Change Leaders for grass-
root mobilization throughout the nation
using a holistic and cross border brand
campaigns and awareness programs: Geared
towards engagement and accountability
across board.
Through a new kind of campaign

7. VALUE… PERCEPTION… REBRANDING
The biggest denominator to an
effective branding is…

8. VALUE… PERCEPTION… REBRANDING

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An analytical study why previous
national rebranding campaigns failed
can be seen quickly in their messages…
a message that is not inclusive

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Some of the Past Rebranding Projects
1.Ethical Revolution – Alh Shehu Shagari era
2.War Against Indiscipline (WAI) – General Mohammadu
Buhari (1984)
3.Mass Mobilization for Social Justice, Self-Reliance and
Economic Recovery (MAMSER) – General Ibrahim
Babangida era
4.War Against Indiscipline and Corruption (WAIC) –
General Sani Abacha (1994)
5.Heart of Africa Foundation – Olusegun Obasanjo
6.Good People, Great Nation – Dora Akunyili (2009)

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Kayode Fayemi traced the failure of efforts at
rebranding Nigeria to lack of value and the
inability of successive administrations to
articulate a strategic national vision and attune
institutional realities to match the vision.
Delivered during a speech at the 2013 Verdant Zeal Innovation
Lecture series
Source: http://www.newstrack.ng/business/economy/7044-
can-buhari-rebrand-nigeria

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Again, most of the previous brand
lack one or both of the following
1.Not community-based
2.Has no design for sustainability

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GOOD REBRANDING SHOULD NOT BE
1.Noisy or a sort of propaganda
2.Presidential project
3.Governmental driven
4.Pretentious
5.Industrial or elitist focused
Source: http://www.allafrica.com/stories/201009230517.html

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For the first time in our history we are
creating an inclusive message in the
CHANGE Mantra
A grass-root , community based rebranding
with sustainability mode

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Overcoming the challenge of
THEIR PROGRAM
Through a new paradigm shift:
YOUR PROGRAM, OUR
PROGRAM, MY PROGRAM
… all inclusive design

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Melting the divide:
A message which will elicit cross border
participation must be inclusive and
equally involving.
It should not be government design for
the people but must be people’s
common program and project.

17. OUR SLOGAN… YOUR SLOGAN… MY SLOGAN
To be translated to major Nigerian languages

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The Change we want should become
everybody’s change… our change

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CHORUS FROM THE THEME SONG
I am the change ) 2x
I am the change Nigeria needs
I am the person that will make her great
I have made up my mind to be the change
I am the change 2x
I am the change Nigeria needs
To be translated to major Nigerian languages
The complete song will be produced and promoted for effective campaign

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Reform of our national value and orientation
Leadership and management reforms
Reforms to improve performance and service
delivery
Reform to encourage entrepreneurship and local
production capacity
AREA OF COVERAGE

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WHY THE NEED FOR CHANGE?
To correct the vicious cycle of
underdevelopment through a new rule of
engagement
Breed competent leaders
Create commitment to national cause through
new sets of values
Creating synergy between the government
and the citizens towards common goals
through a unified change campaign

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DENOMINATOR TO CHANGE
 The right kind of knowledge
 Sacrifice
 Contribution
 Synergy
 Self-dependence
 Self-sustenance
 Commitment towards national interest

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CORE AREA OF CHANGE
1. Entrepreneurship
2. Leadership
3. Performance and Value re-
orientation of the Workforce
As the hub of economy transformation of
any nation

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At the end of the project
Nigeria would have
transplant in the citizens a
new culture that embrace
positive values geared
toward participatory
development

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Change Leaders to be Drawn from such sectors as:
1. Religion/Social
2. Business/private sector/Economy
3. Education
4. Political/Government
5. Culture/Entertainment
6. Media
7. Sport

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Core Area Where Change Leaders
Are Needed:
1. Religious Groups
2. Civil Service
3. Police
4. Schools
5. Transport
6. Market people & Artisans
7. Farmers
8. The Force
9. Health, etc

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Types of Presentation to Use
• One on One Presentation
with key leaders
• Conference with sub-leaders
• Conference with private
sector leaders
• ICT based presentation
• Media Presentation

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PRINCIPLE OF SUSTAINABILITY
TAKEN CARE BY PROPOSAL:
Creating a concept which is half
an art and half a trade
Note: Trade is not necessarily
money but perceived value that
can be exchanged for money or
kind… this is the secret of its
sustainability!

30. VALUE… PERCEPTION… REBRANDING
Groups to partner with:
Some labour sectors to look
into:
1. Transport sector
2. Education sector
3. Health sector, etc

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Groups to partner with:
Some private sector area to
look into include:
1. Banking
2. Telecommunication
3. Gas and Oil
4. Manufacturing, etc

32. VALUE… PERCEPTION… REBRANDING
Groups to partner with:
Some religious sector area to
look into:
1. Churches
2. Mosques
3. Religious Organizations

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Groups to partner with:
Some International Funding/
Grant Possibilities include:
1. ODB like USAID, CFLI, etc
2. MDBs like World Bank,
AfDB, IMF, etc
3. Foundations and
Philanthropy organizations

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The Bottom-Top CHANGE Rule
Grass Root
Government
Change
Leaders
The Leaders
in all sectors
The Society
YOU

35. SPECIFIC
ATTAINABLE
RELEVANT
TIME BASED
MEASURABLE

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Community of Practice
The project can contribute to create a
Community of Practice, i.e. network of
experts because the first phase is
involved in raising a community of
stakeholders among the private and
public sectors. By so doing, wealth of
experience will be brought to bear on the
project.

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QUOTABLE QUOTE
“All that is valuable in human society depends
upon the opportunity for development
accorded the individual,” Albert Einstein.
The Individuals – the citizens together brings forth
development of a society

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“Whatever We focus
on become our
reality”
WE SHOULD
FOCUS ON
CHANGE

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1. Decentralization and Governance by Jean-Paul Faguet,
London School of Economics and Political Science, UK
2. Localization Development. Does Particpation Work? A
World Bank Policy Research Report
3. Wiki Government (The Closed Model of Decision Making by
The World Bank Group
REFERENCES

40. VALUE… PERCEPTION… REBRANDING
THANK YOU