As we commemorate International Youth Day, we are reminded of the profound potential that lies within Nigeria’s youth who are the bedrock of our nation’s future. With over 60% of Nigeria’s population under the age of 25, and nearly 70% under 30, the youth represent not just a demographic statistic but a formidable force capable of reshaping Nigeria’s destiny. The pressing question is: How can the government harness the power of strategic communication to inspire, empower, and unleash this potential, especially in a landscape marked by poverty, unemployment, and a lack of opportunities?
The Role of Strategic Communication
Strategic communication is more than just disseminating information; it’s about engaging, motivating, and mobilizing people towards a shared vision. In Nigeria, where youth face numerous challenges—high unemployment rates (over 40% of the youth population is unemployed), inadequate education, and political instability—strategic communication can serve as a catalyst for change. It can bridge the gap between the government and the youth, creating a dialogue that fosters trust, inspires action, and cultivates hope.
Nelson Mandela once said, “Young people are capable, when aroused, of bringing down the towers of oppression and raising the banners of freedom.” This arousal—this awakening of potential—begins with effective communication that speaks to the needs, aspirations, and realities of young Nigerians.
Leveraging Technology for Youth Empowerment
Nigeria’s youth are not just passive recipients of technology; they are active innovators, creators, and disruptors. With a median age of 18.1 years, Nigerian youths are digital natives, adept at navigating and shaping the digital landscape. The government can leverage this technological affinity through strategic communication campaigns that harness social media, mobile platforms, and other digital tools to reach, engage, and empower young people.
For instance, the government could launch nationwide campaigns that use social media to highlight success stories of young Nigerian entrepreneurs who have overcome adversity. Platforms like Facebook, Instagram, Twitter, and TikTok can be used to showcase real-life examples of youth who have harnessed technology to create jobs, innovate in various sectors, and transform their communities. Such campaigns could also include virtual mentorship programs, where successful entrepreneurs and professionals provide guidance and support to aspiring young Nigerians.
The ’YouthMonth’ Campaign in South Africa
In South Africa, the ‘Youth Month’ campaign, driven by various organizations and supported by the government, uses social media to celebrate and promote the achievements of young South Africans. It includes:
Highlighting Youth Achievements: Campaigns share stories of young South Africans who have made significant impacts in fields such as technology, business, and social justice.
Virtual Events and Webinars: The campaign often features online events and webinars where successful youth share their experiences and offer guidance to others.
Inspiring Through Authentic Narratives
I have this philosophy that “Poverty and woe endure but where critical thinking ceases to be”. In the context of youth empowerment, this philosophy underscores the importance of fostering a culture of critical thinking and innovation among Nigerian youth. The government, through strategic communication, can inspire this by using authentic narratives
Authentic narratives transcend mere storytelling; they embody the profound essence of human experience and truth. They capture the raw, unfiltered realities of individuals who, through their trials and triumphs, reflect the deeper truths of resilience, courage, transformation and triumph against the odds. These narratives resonate because they reveal genuine struggles and victories, forging an emotional connection that inspires and motivates.
Take the example of Silas Adekunle, a Nigerian entrepreneur who became the highest-paid robotics engineer in the world at the age of 26. His journey from a young boy in Nigeria to a global tech innovator is a powerful story that can inspire millions. By promoting such stories through various media channels, the government can encourage Nigerian youths to believe in their potential and strive for excellence, regardless of their circumstances.
By embracing authentic narratives, we honor the lived experiences of people, offering a mirror to their inner worlds and creating a platform for voices that might otherwise remain unheard. Such stories not only inform and educate but also ignite empathy and drive collective action towards meaningful change
Addressing Poverty and Unemployment Through Strategic Initiatives
Poverty and unemployment are among the most significant challenges facing Nigerian youths. However, with strategic communication, the government can launch initiatives that not only address these issues but also engage the youth in meaningful ways.
For instance, the government can introduce a series of hackathons and innovation challenges focused on solving real-world problems, such as poverty alleviation, job creation, and sustainable development. These events could be promoted through targeted communication strategies that reach young people across the country, particularly in underserved rural areas. Winners of these challenges could receive seed funding, mentorship, and support to bring their ideas to life, thereby creating jobs and opportunities for others.
Fostering a Culture of Innovation and Creativity
Patrice Lumumba once said, “The day will come when history will speak… Africa will write its own history.” Nigerian youths are already writing this history through their innovations and creativity. The government can support this by creating an environment where innovation and creativity are celebrated and rewarded.
One way to do this is by establishing innovation hubs and tech incubators across the country, particularly in areas with high youth populations. These hubs could provide young people with the resources, training, and mentorship they need to turn their ideas into viable businesses. Strategic communication can play a key role in promoting these hubs, raising awareness among youth, and encouraging them to participate.
Building Trust and Encouraging Participation
A key component of strategic communication is building trust. In a country where political instability and corruption have eroded confidence in government institutions, rebuilding this trust is crucial. The government can achieve this by being transparent, accountable, and responsive to the needs of the youth.
For example, the government could establish an online platform where young people can voice their concerns, share their ideas, and engage directly with policymakers. This platform could be promoted through social media, and the feedback received could be used to inform policy decisions. By involving young people in the decision-making process, the government can create a sense of ownership and responsibility among the youth, empowering them to take an active role in shaping their future.
Conclusion: A Call to Action
Nelson Mandela once said, “There is no passion to be found playing small—in settling for a life that is less than the one you are capable of living.” Nigerian youth have the power to achieve greatness with the right support.
Though, their challenges are great, but their potential is even greater. By harnessing strategic communication, the government can ignite this potential, turning today’s obstacles into tomorrow’s opportunities.
Therefore, it is time for government, private sector, and civil society to unite in investing in our youth. Together, through strategic communication, we can fuel their innovation and resilience, ushering in a new era of prosperity for Nigeria.
Ishola, N. Ayodele is a distinguished and multiple award-winning strategic communication expert who specializes in ‘Message Engineering’. He helps Organizations, Brands and Leaders Communicate in a way that yields the desired outcome. He is the author of the seminal work, ‘PR Case Studies; Mastering the Trade,’ and Dean, the School of Impactful Communication (TSIC). He can be reached via ishopr2015@gmail.com or 08077932282
