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The Mission

The mission of this campaign is to promote a global image and perception of Nigerians as good and hardworking people.

Our strategic objectives are:

  • To enable us begin to “Think Nigeria, First!”
  • To change the global narratives about Nigeria.
  • To promote the image of Nigerians as honest people.
  • To foster better international and bilateral relations.
  • To restore Nigeria’s position as Africa’s big brother.
  • To enable us begin to “Think Nigeria, First!”

Our identity is Nigeria and not our different ethnic and religious groups. Therefore, when we identify ourselves first as Nigerians in our daily activities, tribalism, nepotism will be discouraged while meritocracy will be promoted, thereby leading to a more developed Nigeria.

Furthermore, our citizens need to begin to realize that Nigeria belongs to all of us and not to the “government”. Therefore, rather than ask what the government will do for us always, we should begin to ask and think of what we can do to make Nigeria better.

The Rebrand Nigeria Campaign plans to achieve this by constant sensitization and reorientation of Nigerian citizens, home and abroad.

  • To change the global narratives about Nigeria.

As the largest crude oil producer in Africa, Nigeria should not be associated with poverty. While other oil producing countries, particularly in the Middle East now boast about their development, Nigeria is still struggling with youth unemployment, poverty, etc.

Even with the situation in the country, Nigerians within and outside the country are not relenting in their struggles to succeed. They remain resilient, self-sufficient, independent, hardworking, educated and entrepreneurial in their pursuit for greatness. The story of every Nigerian is that of survival against all odds, challenges and obstacles.

Nigerians rewrite their stories through their exceptional endeavors. Nigerians all over the world are hardworking people; it is a natural characteristic in everyone, regardless of location.

However, rather than be recognized for our efforts to deal with these complex problems, a few people have continued to push the old and tired narrative of Nigeria as a nation doomed to fail.

There are thousands of foreigners and foreign companies who have investments in Nigeria because they have seen and trusted the unfathomable excellence of Nigerians.

Through this campaign, positive and immeasurable, and enigmatic stories of Nigerians will facilitate the transformation of our country’s narrative thus, help in attracting more foreign investors.

  • To promote the image of Nigerians as honest people.

The Rebrand Nigeria Campaign will change the narratives that our people are fraudulent and inclined towards criminality. We are going to do this by creating an avenue for the international community to see the creativities of our home grown entrepreneurs and innovators, and all those who have distinguished themselves in their chosen careers and trades.

This will in turn expose the budding talents available in Nigeria, to foreign investors, thereby creating additional Foreign Direct Investments in line with the Government’s diversification and job creation policies.

The campaign will also create an enabling environment for Nigerians in the Diaspora to operate freely at the international arena without unnecessary harassment and discrimination.

As a tourist destination in Africa, through this campaign, we shall proudly showcase our rich cultural heritage and the beauty of our country to the outside world.

  • To foster better international and bilateral relations.

Our country, Nigeria is a good example of nations that have experienced damaged international reputations and longstanding image problems. Our Rebrand Nigeria Campaign program is therefore designed to systematically address this image issue as well as attract foreign investments into the country in line with the Ease of Doing Policy of the Government.

The campaign will also strive to improve on the weaknesses of all previous rebranding campaigns, either by the Government or by corporate organizations by adopting broader action plans and multi-stakeholder approaches.

  • To restore Nigeria’s position as Africa’s big brother.

As a nation, our international image and reputation have been battered by the few who engage in dubious ventures. According to the Vice President of the Federal Republic of Nigeria, Prof Yemi Osinbajo, “Many Nigerians living abroad are painted black and treated as criminals because of a few of our brothers and sisters that are not trustworthy”. This implies that a country with negative or image crisis is unproductive in the diplomatic market.

Nigeria is in dire need of leaders capable of positively addressing the political, social, and economic and security issues, confronting the nation which in return will restore her integrity locally and internationally. So far, there are emerging leaders from the country that are hitting the international market with solution-driven innovations. Such people are still in their small numbers but are gradually increasing due to their impactful and exemplary footprints.

Through, this campaign, we are bringing such young leaders to the spotlight of the international community, to increase proper recognition for all hardworking Nigerians at home and in Diaspora.