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‘Rebranding should start withstudents’

By Oboh Agbonkhese

Rebranding Nigeria will succeed if the campaign is taken to students instead of the present strategy that seems targeted at already established institutions and adults.

This was the opinion of Mrs Jibe Ologeh, MD/CEO of Rwells Media and Advertising Company, in a chat with newsmen at the pre-launch of Young Scholars Cultural Fiesta, a semi-reality culture-based television competition open to all primary and secondary schools in Lagos State.

She said, “Adults are already ‘stiff’ with entrenched beliefs and societal norms that can not be changed.”

According to her, “Young Scholars Cultural Fiesta is a basis for establishing solid foundation for national identity which the present generation seems to have deliberately lost grip of, owing to the influence of western culture.

This initiative, which is no doubt in line with the Federal Government’s quest to ‘Re- Brand’ Nigeria,” she continued, “is the machinery we are deploying to achieve the ‘catch them young’ target.”

Ologeh posited that if a generation of students is culturally rebranded, the long-term benefit will be enormous, especially as the current educational curricular is turning Nigerian students to “white men  in black skin”.

A firm knowledge, understanding and appreciation of one’s culture and tradition, she said, will be a good platform to rebrand Nigeria. This she wants to kick-start with Young Scholars Cultural Fiesta which will be an annual competition with the grand finale on every October 1 to be shown in 16 TV stations nationwide.


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