Final project sustainable change

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

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


Sustainable Change for National TransformationThrough Citizens’ Engagement

A presentation made by: ADEWUMI ADEWALE


INTRODUCTION


THIS PROJECT IS FOCUSED ON:

1. VALUE… PERCEPTION… REBRANDING2. RAISING OF CHANGE LEADERS3. CREATING A VIRAL CAMPAIGN FOR CITIZENS’

ENGAGEMENT IN NATIONAL DEVELOPMENT


Where to BeginA 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


The biggest denominator to an effective branding is…


THE MESSAGE


An analytical study why previous national rebranding campaigns failed

can be seen quickly in their messages… a message that is not inclusive


Some of the Past Rebranding Projects

1.Ethical Revolution – Alh Shehu Shagari era2.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 Obasanjo6.Good People, Great Nation – Dora Akunyili (2009)


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

http://www.newstrack.ng/business/economy/7044-can-buhari-rebrand-nigeria

http://www.newstrack.ng/business/economy/7044-can-buhari-rebrand-nigeria


Again, most of the previous brand lack one or both of the following1.Not community-based2.Has no design for sustainability


GOOD REBRANDING SHOULD NOT BE

1.Noisy or a sort of propaganda2.Presidential project3.Governmental driven4.Pretentious5.Industrial or elitist focused

Source: http://www.allafrica.com/stories/201009230517.html

http://www.allafrica.com/stories/201009230517.html


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


Overcoming the challenge of THEIR PROGRAM

Through a new paradigm shift:YOUR PROGRAM, OUR

PROGRAM, MY PROGRAM

… all inclusive design


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.

OUR SLOGAN… YOUR SLOGAN… MY SLOGAN

To be translated to major Nigerian languages


THE CHANGE YOU

WANT STARTS WITH YOU


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


CHORUS FROM THE THEME SONG

I am the change ) 2xI am the change Nigeria needsI am the person that will make her greatI have made up my mind to be the changeI am the change 2xI am the change Nigeria needs

To be translated to major Nigerian languages

The complete song will be produced and promoted for effective campaign


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


WHY THE NEED FOR CHANGE?To correct the vicious cycle of underdevelopment

through a new rule of engagementBreed competent leadersCreate commitment to national cause through

new sets of valuesCreating synergy between the government and

the citizens towards common goals through a unified change campaign


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


CORE AREA OF CHANGE

1. Entrepreneurship2. Leadership3. Performance and Value re-

orientation of the Workforce

As the hub of economy transformation of any nation


At the end of the project Nigeria would have

transplant in the citizens a new culture that embrace

positive values geared toward participatory

development


Change Leaders to be Drawn from such sectors as:

1. Religion/Social2. Business/private sector/Economy3. Education4. Political/Government5. Culture/Entertainment6. Media7. Sport


Core Area Where Change Leaders Are Needed:

1. Religious Groups2. Civil Service3. Police4. Schools5. Transport6. Market people & Artisans7. Farmers8. The Force9. Health, etc


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


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!


Groups to partner with:

Some labour sectors to look into:1. Transport sector2. Education sector3. Health sector, etc



Some private sector area to look into include:1. Banking2. Telecommunication3. Gas and Oil4. Manufacturing, etc



Some religious sector area to look into:1. Churches2. Mosques3. Religious Organizations



Some International Funding/ Grant Possibilities include:1. ODB like USAID, CFLI, etc2. MDBs like World Bank,

AfDB, IMF, etc3. Foundations and

Philanthropy organizations


The Bottom-Top CHANGE Rule

Grass Root

Government

Change Leaders

The Leaders in all sectors

The Society

YOU

SPECIFIC SMART

ATTAINABLE

RELEVANT

TIME BASED

MEASURABLE

PROGRAMDESIGNEDON SMARTPRINCIPLE


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.


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


“Whatever We focus on become

our reality”

WE SHOULD FOCUS ON CHANGE


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


THANK YOU

Final project sustainable change

Government & Nonprofit