Nigeria: The Heart of Africa

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• Nigeria The Heart of Africa
• Formal Launch in PARIS, FRANCE
• MARCH13, 2007

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• Presentation Outline
• Image challenges of African nations
• Image Management Efforts of countries all over
  the world
• Nigeria, The Heart of Africa Project

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• Image Challenges of African Nations

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• That Africa has very serious
• image challenges is no
• longer news.

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• Africa has an image problem as a
• continent of war, famine and
• disaster, and is labeled with the
• iconic images of starving African
• children
• Carol Pineau
• Producer/Director/Journalist, USA
• World Economic Forum 2005

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• Wars

Famine
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• Poverty

HIV/AIDS
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Low literacy rate

• Corruption

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• Conflict/
• Blood
• Diamonds

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• Civil Wars

Child Trafficking
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• However, it is important to note that African
  countries are not the only ones that have been
  confronted with image challenges.
• Consider the following countries and the images
  they have been associated with in the past

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• India
• Challenges
• Poverty, overwhelming
• population, dubious
• business character

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• China
• Challenges
• Communism,
• low quality products

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• Taiwan
• Challenges
• Shoddy and low quality
• products
• Remember the phrase
• Made in Taiwan?

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• Italy
• Challenges
• Corruption, organized
• crime, the mafia

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• South Africa
• Challenges
• Apartheid, HIV/AIDS,
• rape

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• What are these nations now known for?

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• India
• 1. IT service exports
• 2. Bollywood (2nd largest film industry
• in the world)
• 3. Military industrial
• complexes

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• China
• Worlds fastest growing economy
• Emerging market
• Labour pool

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• Taiwan
• Cutting edge
• technology, quality
• exports

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• Italy
• Fashion, food, cultural
• heritage art

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• South
• Africa
• Unity and tolerance of
• the rainbow nation.

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• It is interesting to note that even though
  reports estimate that about 21.5 of South
  Africas adult populace are living with HIV/AIDS
  and the country currently has the 11th highest
  crime rate in the world, it is still regarded
  as a land of relative peace, business prosperity,
  societal values and progress.
• South Africa is also billed to host the 2010
  World Cup.

AVERT.ORG The Economist - Pocket World in
Figures (2006 Edition)
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• From the foregoing examples, we can summarize
• that for any nation to overcome its image
• problems and succeed within the global
• marketplace, it must
• 1. Successfully deploy sophisticated
• information substitution strategy which
• portrays its strengths and downplays its
  weaknesses
• 2. Tackle the root causes of its image challenges
  and put in place structures to overcome them

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• There is also an inseparable link between the
  image of a country and its business brands.
• A positive national image is a growth factor for
  businesses and through strong brands a country
  can become a major player in the world economy
  (Cf China and India).

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• The Nigerian
• Scenario

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• Between May 20 21, 2006, CNN aired a programme
  on identity fraud How to rob a bank, in which
  Nigerians in the U.S. were portrayed as
  fraudulent. In fact it was mentioned that about
  40 of Nigerians in the US are fraudulent.

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• On Saturday, 10th February, 2007, CNN aired a
  report on its interview with a Nigerian militant
  group Movement for the Emancipation of the
  Niger Delta (MEND), this time portraying Nigeria
  as a terrorist haven, thus battering her already
  maligned image.

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• Such negative reports create a halo of negativity
  around Nigeria, which spills over to Nigerians
  and everyone associated with Nigeria.
• We do know and acknowledge that over the years
  Nigeria has had its own fair share of problems
  and challenges.
• Consider the following

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• Challenges

29 years of military rule
Corruption
Nigeria was ranked the 6th most corrupt country
in the world in 2005, by Transparency
International.
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• Present challenges

statistical analysis shows that it is
perpetuated by only 0.001 of the population, the
damage to the countrys image is enormous.
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• Focusing only on negative messages reports
  however fail to present Nigerias myriad
  achievements and the progress the country has
  made over the years. They also fail to
  accurately reflect who Nigeria is and the
  opportunities that abound in the country today.

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• What does Nigeria represent?

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• Nigeria, my country, is a nation of extraordinary
  dimensions.
• It is strategically located at the nexus of
  Africa and if you can visualize the silhouette of
  Africa as a gun, then Nigeria is literally and
  metaphorically the trigger of the continent.

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• Nigeria is the largest market in Africa with over
  140 million people. 1 in every 4 Africans is a
  Nigerian
• It is one of the foremost economies in Africa and
  has the fastest growing telecoms industry in
  Africa with a cumulative growth rate of 192 and
  estimated mobile subscriber base of 30 million

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• Nigeria has experienced triple-digit telephony
  growth rates every single year since 2000.
• In the fourth quarter of 2004, Nigeria surpassed
  Egypt and Morocco to become the second - largest
  mobile phone market after South Africa.
• Tele-density also increased from 0.72 in 2001 to
  15.72 in 2005.

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• Nigeria's film industry (Nollywood) is the
  largest in Africa and third largest in the world,
  after the Indian and United States markets, with
  an annual turnover of over 2,000 films

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• Nigeria is the largest oil producer in Africa and
  the 10th largest in the world. She also has the
  7th largest proven natural gas reserves in the
  world

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• In 2006, The Nigerian economy grew by 7 (GDP
  growth rate).
• The non-oil sector especially, agriculture also
  grew by 7 up from 6.5 in
• 2005 (almost twice as fast as
• the oil sector).
• Other services, also registered
• double digit growth rates.
• Inflation rate dropped from 17 (December 2005)
  to 9 (October 2006).

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• Nigeria has the most profitable Stock Market in
  the world with an average Return on Investment
  (ROI) of 31 between 1995-2005
• The Nigerian Stock Exchange (NSE) currently
• has 288 listed companies with a total market
• capitalisation of about N5.53 trillion (43.17
• billion) from N1.2 trillion in 2005.
• As corroborated by CNN

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• Nigeria is home to many international and global
  brands.

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• Dimensions roles

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• Nigeria has constantly been involved in
  peacekeeping efforts within the Economic
  Community of West African States Monitoring Group
  (ECOMOG). She recently expended about 4billon in
  peace keeping efforts to solve the crisis in
  Liberia. Nigeria is also a leading player in the
  Commonwealth and the Economic Community of West
  African States (ECOWAS).

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• Nigeria has also played important roles in
• Africas development. Of note are
• Contributions to Africas economic
• development through the New Partnership
• for Africas Development (NEPAD).
• b. A very leading role in the abolishment of
  apartheid and decolonisation of Africa

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• Nigeria has one of the richest cultures in Africa
  and is steeped in decades of history and heritage
  dating back to the times of the Nok (500BC -
  200AD).

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• It is therefore with deep
• conviction that we say
• that Nigeria is The Heart
• of Africa.

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• Reality is, if we dont
• tell the story of our
• enormous potential
• and progress, no one will tell it for us!

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• This has informed the need for a cohesive and
  strategic information programme for Nigeria's
  image management and economic advancement.
• That programme is called Nigeria the Heart of
  Africa Project.

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Federal Ministry of Information National
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Federal Ministry of Information National
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Federal Ministry of Information National
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Federal Ministry of Information National
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Federal Ministry of Information National
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Federal Ministry of Information National
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Federal Ministry of Information National
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• The Heart of
• Africa Project

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• In conducting our research for this project, 14
  major
• brand assets were identified in Nigeria.

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• The Heart of Africa Project will ensure that the
  right kind of information is received about
  Nigeria, both locally and internationally.
• On the domestic front, it will also reorient
  Nigerians and promote national values.

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• Perhaps the most important aspect of the Heart of
  Africa programme is the internal dimension
  (tagged PRIDE).
• P.R.I.D.E is an acronym for
• P Patriotism
• R Resourcefulness
• I Integrity
• D Distinction
• E Enterprise

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• The internal reorientation programme is important
  because it involves attitudinal and behavioural
  change.
• Also, it will help build home-base support for
  the Heart of Africa project. After all, charity
  begins at home.

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• In furtherance of the internal reorientation
  programme (PRIDE) - the Nigerian Mothers Summit,
  held between May 14 16, 2006 in Abuja.
• This initiative sought to leverage the critical
  role of mothers in the development and molding of
  values in children, to stem the degradation of
  traditional values in our society.

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• What systems have we
• put in place to deal with
• Nigerias challenges?

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• The Independent Corrupt Practices Commission
  (ICPC) has been set up and functioning
• The Economic Financial Crimes Commission (EFCC)
  has been established
• Over 1b has been recovered and returned to
  various countries
• We have witnessed convictions of corrupt top
  officials and leaders in the public and private
  sectors

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• A National Working Group on Cyber-crime has been
  set up to combat the incidence of cyber-crime
• Nigeria has established collaboration with
  Europol and Interpol
• EFCC has a Training and Research Center in Abuja,
  the only one of its kind in sub-Saharan Africa
• Nigeria has been delisted from non-cooperating
  countries by the International Financial Action
  Task Force

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• The Heart of Africa Project has been launched in
  London in November 20, 2006. We have secured the
  buy-in of the Nigerian community in the UK.

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• Also a marketing campaign in the UK has commenced
  (branding of buses, tubes, escalator panels and
  the Underground).

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• An alliance was formed with INSODUS (An
  international body of credible Nigerian
  professionals dedicated to redefining Nigeria's
  image) on the propagation of Nigerias image in
  the UK and the US.

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• A nationwide outdoor marketing campaign is also
  running in Nigeria (including local
  international airports).
• Print advertisements have also commenced.

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Anti-Crime
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Anti-Crime
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• The Heart of Africa Project has also been
  launched in Washington DC (December 4 5, 2006),
  Atlanta, Georgia, USA (February 21 23, 2007)
  and Houston, Texas, USA (February 26 27).

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• The country has been actively involved in the
  following events
• The 3rd Meeting of the Honorary International
  Investor Council, London (June 15 16, 2006)
• Honorary International Investor Council (HIIC)
  (November 27 - 28, 2006)

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• Why launch
• in Paris, France?

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• France is Nigerias 4th largest trading partner

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• Volume of trade between Nigeria and France in
  2006
• 1.37 billion Euros

41 increase over 2005
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• France is Nigeria's 2nd most important investor
  after the United States judging by stock of total
  investment in Nigeria.

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There are about 132 French companies in Nigeria
some of which are

• Total
• Schlumberger
• Alcatel
• Elf
• Michelin
• Le Meridien
• Air France

• PSA Peugeot (PAN)
• CFAO
• Mobil Oil Francaise
• Esso
• SAGEM
• ALCATEL
• Dumez

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• Taking the foregoing into consideration, it is
  appropriate that the Heart of Africa be launched
  in the Paris, France

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• In conclusion

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• Every person is the
• creation of himself, the
• image of his own thinking
• and believing. As
• individuals think and
• believe, so they are!

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• Reawakening our
• common sense of
• identity is critical to how
• we are perceived by
• others. Importantly, there
• is a strong connection
• between the image of a
• nation and its economic
• prosperity and its
• development. Therefore, I
• know who I am

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I AM A NIGERIAN

• MY ROOTS LIE IN THE DUSTY SAHEL OF THE NORTH
• IN THE RICH RAINFORESTS OF THE EAST
• IN THE SAVANNAH PLAINS OF THE WEST
• AND IN THE OIL FILLED SWAMPS OF THE DELTA
• IN THE WARMTH OF OUR VILLAGES AND VIBRANCE OF OUR
  CITIES
• MY STRENGTH FLOWS FROM THE WATERS OF THE NIGER
  AND BENUE
• MY JOY SPRINGS FROM THE RUSH OF THE GURARA FALLS
• AND THE NATURAL WONDERS OF YANKARI

• I AM ONE OF FIVE AFRICANS
• I AM A NOBEL PRIZE WINNER
• AN OLYMPIC GOLD MEDALIST
• A SOCCER CHAMPION
• A PRINCE OF THE VATICAN
• A GIANT OF LITERATURE
• A MUSICAL ICON

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I AM A NIGERIAN

• I AM THE VOICE OF 250 TRIBES SPEAKING MORE THAN
  300 LANGUAGES
• I AM THE DANCE OF THE CIRCLE OF LIFE
• I AM THE LAUGHTER OF THE WORLDS HAPPIEST PEOPLE
• I AM YOUR NEIGHBOUR
• I AM YOUR FRIEND
• I AM A WARRIOR, PRIEST AND KING
• I AM A MOTHER, TEACHER, QUEEN
• I AM MY BROTHERS KEEPER
• I AM A SAGE FROM AN ANCIENT CIVILIZATION

• NIGERIA IS MY ROCK
• NIGERIA IS MY HOPE
• NIGERIA IS MY HOME
• I AM A CHILD IN ONE OF THE LARGEST NATIONS ON
  EARTH
• I AM THE BEAUTY
• I AM THE VISION
• I AM THE SPIRIT
• I AM THE PASSION
• I AM THE SOUL OF A CONTINENT
• I AM A NIGERIAN
• I AM THE HEART OF AFRICA

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• Thank you
• May God Bless Nigeria