This document proposes a citizens' engagement initiative for bottom-up national transformation in Nigeria. It involves raising change leaders, creating a viral campaign, and reforming values and leadership. The initiative aims to address past rebranding failures by being inclusive, community-based, and sustainable. It will partner with various sectors to promote entrepreneurship, performance, and national commitment through a unified message of citizens being the drivers of change in Nigeria.
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Final project sustainable change
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
5. VALUE… PERCEPTION… REBRANDING
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
6. VALUE… PERCEPTION… REBRANDING
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
9. VALUE… PERCEPTION… REBRANDING
An analytical study why previous
national rebranding campaigns failed
can be seen quickly in their messages…
a message that is not inclusive
10. VALUE… PERCEPTION… REBRANDING
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)
11. VALUE… PERCEPTION… REBRANDING
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
12. VALUE… PERCEPTION… REBRANDING
Again, most of the previous brand
lack one or both of the following
1.Not community-based
2.Has no design for sustainability
13. VALUE… PERCEPTION… REBRANDING
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
14. VALUE… PERCEPTION… REBRANDING
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
15. VALUE… PERCEPTION… REBRANDING
Overcoming the challenge of
THEIR PROGRAM
Through a new paradigm shift:
YOUR PROGRAM, OUR
PROGRAM, MY PROGRAM
… all inclusive design
16. VALUE… PERCEPTION… REBRANDING
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
20. VALUE… PERCEPTION… REBRANDING
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
21. VALUE… PERCEPTION… REBRANDING
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
22. VALUE… PERCEPTION… REBRANDING
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
23. VALUE… PERCEPTION… REBRANDING
DENOMINATOR TO CHANGE
The right kind of knowledge
Sacrifice
Contribution
Synergy
Self-dependence
Self-sustenance
Commitment towards national interest
24. VALUE… PERCEPTION… REBRANDING
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
25. VALUE… PERCEPTION… REBRANDING
At the end of the project
Nigeria would have
transplant in the citizens a
new culture that embrace
positive values geared
toward participatory
development
26. VALUE… PERCEPTION… REBRANDING
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
27. VALUE… PERCEPTION… REBRANDING
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
28. VALUE… PERCEPTION… REBRANDING
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
29. VALUE… PERCEPTION… REBRANDING
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
31. VALUE… PERCEPTION… REBRANDING
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
33. VALUE… PERCEPTION… REBRANDING
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
34. VALUE… PERCEPTION… REBRANDING
The Bottom-Top CHANGE Rule
Grass Root
Government
Change
Leaders
The Leaders
in all sectors
The Society
YOU
36. VALUE… PERCEPTION… REBRANDING
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.
37. VALUE… PERCEPTION… REBRANDING
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
39. VALUE… PERCEPTION… REBRANDING
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
