I have said a lot in this column about the so-called National Economic Empowerment and Development Strategy (NEEDS). Although I applauded the initiative at the beginning, I was concerned that it might not be productively implemented, particularly as much of its expectations rested on the goodwill of foreigners.

I wish I were wrong. Regrettably, the federal government was widely broadcasting the great benefits the scheme would yield within three years in such areas as employment, inflation and power supply before it had even sold it to its domestic partner, the states. As it would turn out, many of them have yet to really notice that there is a new job in town, and with President Olusegun Obasanjo's concert now down to its final songs, the federal authorities have started to reform the reform programme.

Despite all this, the pride of place for this government's worst magic trick goes to the Nigeria Image Project, perhaps known to you as the 'Heart of Africa,' (www.heartofafrica.net).

It is no secret that I reject the Nigeria Image Project which the Ministry of Information and National Orientation is selling as "a cohesive information programme for Nigerian image management and economic progression...designed to promote the Nigerian brand (and) tackle negative issues confronting the nation."

Although the government swears that this project "is not an image laundering exercise; (which) does not seek to deny reality but to present the other side," image-laundering is precisely what it is. Of all the pretentious and misplaced measures the Obasanjo administration will be regretted for, the Image Project tops the list. It is fraudulent, to expend vast sums of Nigeria's funds on a public relations offensive when official policy, hypocrisy and action routinely advertise Nigeria negatively. The Heart of Africa project is government voodoo; it is 419 re-engineered to make the victim feel like a winner after he has sold his family into slavery.

This is why the programme laboriously and tortuously pledges to: ensure that the right kind of information is received about Nigeria, both locally and internationally; reorient Nigerian and promote national values; and redefine Nigeria's image and inspire pride in the hearts of her people all over the world.

The Image Project even has a scheme it calls Patriotism, Resourcefulness, Integrity, Distinction and Enterprise (PRIDE), said to be the internal component of the Image Project which will allegedly "promote wholesome Nigerian values, love of country and unity."

To begin with, it is poor strategy to make a distinction between Nigerians at home and those who are abroad. There is only one Nigerian, no matter where he travels, and no matter how long he is away. He faces the same basic challenge: a nation held back by a hypocritical, self-serving, corrupt and greedy political elite; a nation in which governance is performed as a favor, not an obligation or a service.

This elite, the worst conceivable representation of which is the Obasanjo administration, wants to promote patriotism, integrity and pride? Three years ago, President Obasanjo accredited ambassadors and sent them afield warning them to beware of Nigerians who would come to them for assistance. How are such Nigerians, short-circuited of their nation's assistance a priori, supposed to be proud and patriotic? And yet, the so-called Heart of Africa project, armed with hundreds of millions of easy Naira but not challenged with anything substantive to elevate the quality of life of Nigerians, claims that its work is not cheap propaganda?

To put it in black and white, only one thing can change the perception of a people: what they do and how they live as a people, and what they are seen to be doing. It is not who they say they are. The Nigerian government, if it truly wants to change the way Nigerians see Nigeria and the way others see Nigeria, must invest in Nigerians, and play by the rules.

Until Nigerian governments accept the rule of law-that is, the equality of all persons-short-cut schemes such as the Nigeria Image Project will continue to be what they were meant to be: avenues for the signing-over of fat cheques to the privileged. Until Nigerian governments learn to see the citizen as the justification for their existence, they will continue to embrace shadows such as the Image Project rather than implement programmes that uplift the people and create the required image.

What should an image project be?

First, it should not be invested with such a pompous title such as the 'Heart of Africa.' Nigeria is not the heart of anything. That amounts to appointing yourself to the throne upon arrival at the palace. The truth is that if Nigeria were to do well, the world would invite her to that throne. Many nations in Africa have worked hard to overcome material problems that we do not even have, in doing so closing the gap between those in power and those who are not. Their people have water, electricity, reasonable access to education in well-maintained schools, and freedom from robbers and assorted murderers. Those countries respect the law, reward hard work, and honour excellence. On the contrary, two years ago, Nigeria was insulting Professor Chinua Achebe for saying he would not soil his fingers with a national honour being offered him by a two-faced government!

An image project, therefore, would begin by accepting the superiority of action over speeches. Let Nigerian governments consciously and studiously focus on implementing their own budgets and projects. This would mean that the media, given real access to work being done, reports on advances in the development process. In other words, let development-not preachment-speak for the government. This approach is all that the government needs to turn around the perception of Nigeria by Nigerians and foreigners alike.

Let us look closely at the implications. This would mean, for instance, that what is voted for public projects is spent on public projects, and that the government can confidently make all relevant information available to the public. It would mean that the President does not humiliate public officials in public, and that public policy is seen to be really interested in men and women of excellence and not just political party cronies.

Outside Nigeria, it would be helpful to see the government invest in the activities of hardworking everyday Nigerians rather than wait to embark on damage-control after Nigerian criminals have overrun the news. If I had my way, the Nigerian government would step off the beaten propaganda path and build our foreign affairs offensive on Nigerian restaurants around the world, beginning with Africa.

I doubt that any country in Africa has the range of culinary delights with which Nigeria is blessed. Given that everyone must eat, and that sooner or later, people will try dishes they are not familiar with, the government would enjoy greater returns on its investment if it encouraged Nigerian restaurants and those who wish to set up such restaurants, perhaps through grants. In many African countries, those dishes that Africans see in Nigerian movies could soon become locally accepted.

The same argument holds for many big cities abroad, particularly those identified as having a high population of Nigerians. It is instructive, for instance, that the Nigerian basketball team training with former basketball icon Akeem Olajuwon in Texas recently, was feted by him at a Nigerian restaurant in Houston. The trouble with these restaurants is that they often bring bad habits of hygiene, maintenance and attitude with them. Our country can encourage them in several ways over a period of time-including a policy by which government officials going there to eat-with the objective of making them better known among Africans and their host nationals.

This can go further. Official encouragement might also mean that some of these restaurants are able to host Nigerian writers and other artistes who then find an outlet to perform, read or exhibit their works, sign autographs or even sell their products. Where those restaurants lack the space to execute some of these ideas, with their new-found name-recognition they can host the programmes in larger local venues.

With schemes like this, whether they are taking place in Liverpool, Manchester, or London; Newark, Houston, Brooklyn or Atlanta; Nigeria culture and lifestyle would begin to get a favourable airing at a fraction of the cost. Nigerian talent-including those at home-will also enjoy a whole new life because they can travel abroad and find an excellent network of opportunities that will benefit them and their hosts.

Unless the Image Project can reinvent itself to focus on the people, not fat contracts and the Cable News Network, they are simply squandering money.

Comments Page: 1 posted on 08-20-2006, 08:53:21 AM Bayo Re: .Reinventing the Nigeria Image Project As usual with all his articles---Sonala knows best! Go to the Full Discussion Thread Comments Page: 1