The Federal Government has assured Nigerians that President Bola Tinubu’s policies are designed to bring lasting change to the nation’s economy and improve the lives of millions.
This statement was made by the Minister of Information and National Orientation, Alhaji Mohammed Idris, during the National Advertising Conference held in Abuja on Tuesday.
He was represented at the event by the Director General of the National Orientation Agency (NOA), Mallam Lanre Issa-Onilu.
“Sustained Results for Nigerians”
In his address, the Minister emphasized that Tinubu’s administration is implementing policies that will deliver sustainable economic benefits.
“Our administration has prioritized roads, railways, and the upgrading of ports to unlock economic opportunities across all regions of the country,” Idris stated.
He added that these infrastructure projects will create jobs, reduce business costs, and attract investment into Nigeria.
Idris pointed to initiatives such as the Presidential Loans and Grants Scheme, the Renewed Hope Housing and Estates Initiative, and the Consumer Credit Corporation as examples of policies that will deliver the promised results.
“These programmes will have a direct impact on the livelihoods of tens of millions of expectant Nigerians,” he assured.
A Call to Advertisers
The Minister also called on advertisers and content creators to support the administration’s reforms by amplifying the government’s vision.
“Through creative and strategic messaging, advertisers have the power to not only reach audiences but to inspire confidence in the progress being made,” Idris said.
He urged stakeholders in the advertising industry to promote responsible and culturally relevant content that aligns with Nigeria’s aspirations.
“Advertising is a storyteller for our society’s aspirations. It connects brands and people, drives economic growth, and reflects our cultural values,” he noted.
Navigating Digital Transformation
Idris highlighted the influence of technology on advertising, noting that digitalization has transformed the industry by enabling personalized and real-time engagement.
However, he warned of the risks that come with these advancements, including data privacy breaches, cybersecurity threats, and the spread of misinformation.
“Technology is a powerful tool but one that requires ethical responsibility,” he said.
The Minister reiterated the government’s commitment to creating policies that protect both consumers and businesses.
He called on advertisers to prioritize trust, transparency, and accountability in the digital ecosystem.
The Role of Culture in Advertising
The Minister stressed the importance of representing Nigeria’s diversity in advertising campaigns.
“As our society becomes increasingly interconnected, advertisers face the challenge of creating messages that resonate across a broad spectrum of demographics, languages, and values,” he stated.
He encouraged the industry to celebrate Nigeria’s rich cultural heritage while maintaining high standards of responsibility.
“We must also recognize the growing impact of local content in shaping our national narrative,” Idris added.
Economic Impact of Advertising
Quoting a report by PricewaterhouseCoopers (PwC), Idris noted that Nigeria’s advertising industry is expected to be valued at ₦605 billion in 2023.
“For every ₦1 spent on advertising, there is a multiplier effect of ₦16.5,” he said, underlining the sector’s significant contribution to the economy.
Idris described Nigeria’s audience as young, dynamic, and discerning, demanding authenticity and social responsibility from brands.
“This calls for a new level of sensitivity and awareness in advertising,” he advised.
Promoting Local Creatives
The Minister also highlighted the government’s efforts to support Nigerian creatives and content producers.
“At the Ministry of Information and National Orientation, we are dedicated to fostering an environment where Nigerian creatives can thrive,” Idris said.
He urged advertisers to advocate for Nigeria’s cultural heritage through their campaigns and ensure that local content continues to shape the nation’s identity.
Shaping a Prosperous Future
The Minister’s address ended with a call for collaboration between the government and stakeholders in the advertising industry to drive Nigeria’s progress.
“Together, we can create a more stable, prosperous, and culturally enriched Nigeria,” he concluded.
The National Advertising Conference, themed “Navigating the Shifts: Technology, Culture, and New Business Models,” provided a platform for industry leaders to discuss the future of advertising in Nigeria.
