Opinion
The Logic and Magic of Integrated Marketing Communications in the Promotion of Rotary Public Image
The Logic and Magic of Integrated Marketing Communications in the Promotion of Rotary Public Image
By Lanre Adisa
I feel highly honoured to have been invited to share my thoughts with you on the theme of Integrated Marketing Communications (IMC) Strategy as Magic for Public Image Promotion in Rotary. For starters, let me state clearly that I do not possess the magical acumen of Houdini, neither do I possess that of Professor Peller.
But I must state that the use of the word Magic is not out of place for those of us in marketing communications.
When developing campaigns, we often talk about logic and magic; logic being the empirical input that feeds the work we embark on for every new brief we receive from our clients; and magic being the outcome when it’s done in a way that beats everyone’s imagination.
This maverick of an outcome is so good, you don’t see it coming. This is the nirvana we all aspire to for every work we embark on in brand building.
The impact of every magical performance is often determined by the richness of the materials at the disposal of the performer as well as the prowess of the latter.
For this, let’s beam the light on Brand Rotary for a while. It’s not often that we as practitioners are given the opportunity to work on iconic brands. In the nonprofit space, it goes without saying that Brand Rotary is one of the most iconic one can find.
Worldwide, Rotary will be 120 years old next year. The year after that, it will be 65 years in Nigeria.
Its iconic status has not been earned just by the years of its existence, but more by the impact of its work globally and locally.
Founded in 1905 by Paul P. Harris as a business networking club, it has since evolved into one of the strongest movements for good around the world driven by its core mission of “Service Above Self”.
Here in Nigeria and globally, that mission has given birth to a lot of laudable programmes in the fields of education, health, water and sanitation. Perhaps the most ambitious and most impactful is the Rotary PolioPlus campaign.
Through its work with its members spread across the globe and a handful of partners, over 3 billion children have been vaccinated and over 20 million cases of paralysis arising from the effect of polio have been averted. And this is just taking on one area of intervention.
As laudable as the eradication of a disease like polio is, if we were to ask ten people outside the Rotary fold to list the organisations responsible for this feat, how many of them will mention Rotary? For me personally, when I think of polio eradication, Rotary doesn’t come to my mind first.
Whatever the answer to this question may be, it doesn’t negate the great work Rotary is doing for humanity. However, it doesn’t deliver the right value in the mind space of the different publics Brand Rotary will hope to appeal to.
Why is this so? The world has changed so drastically from 1905 and it keeps changing as we speak. The contest for the attention of the public has never been as frenetic as we are experiencing today.
So, if we all agree that the destination for every form of communication is magic, in a highly media-fragmented world that we live in, it’s safe to say that IMC is our magic wand.
The concept of IMC came about as a result of the proliferation and fragmentation of communications channels in the 20th century.
For brands to make sense of emerging media channels like the fast-expanding cable TV channels and digital technologies, there was a need for consistent messaging across all the different pertinent channels a brand has decided to use from the multitude of options available to it.
The term Integrated Marketing Communications was coined by marketing scholars and practitioners in the 1990s, driven by the American Association of Advertising Agencies (4A’s).
Don Schultz, an American Professor of Communications, who wrote a landmark book on the subject, Integrated Marketing Communications: Putting It Together and Making It Work (1993), is often regarded as the father of IMC. As defined by the 4A’s in the 1990s, “IMC is a comprehensive plan that combines various communication disciplines- advertising, public relations, direct marketing and sales promotion- to create a clear consistent and unified message for maximum impact.” The three things to note in this definition are:
A comprehensive plan
A clear and consistent unified message
Maximum impact
With the super pervasive reach of digital technologies, best represented by a plethora of social media platforms, the need for a comprehensive plan with a clear and consistent unified message delivering maximum impact cannot be overemphasised, no matter how big or small your media budget may be.
HOW CAN WE BRING IMC TO WORK MAGIC FOR ROTARY?
The Power of Consistency: The magic of IMC is in its ability to integrate various communication channels to create a unified and consistent message. Through this consistent messaging, trust and recognition are built over time. In today’s fragmented media landscape this is one way Rotary can rise above the noise. It will require being smart with whatever resources are available for each campaign. It will also require determining which particular communication channels will most effectively deliver the goods. Each media platform, be it social media or traditional media, must be selected and used with well spelt out goals and expectations on how it amplifies the message. The Rotary PolioPlus easily comes to mind in this regard. If this campaign were to be launched newly in this era, how would we go around it?
Storytelling as a Spell: We all grew up with stories. Nothing can be as captivating and engaging as a well told story. In truth, a relatable story can be spell-binding. People want to identify with the people in your story, and by extension, your cause, once they can relate with them.
This is something that comes easy for nonprofits. For instance, while a documentary or generalist content on World War II may give us reasons to think of the horrors of that human tragedy, we tend to be moved more about the accounts of that war when we are exposed to the stories and ordeals of the individuals who lived through that period.
It’s the reason why a film like Schindler’s List or Saving Private Ryan will leave a more longstanding impact on us than hundreds of generalist narratives of the war.
A good example of this is the Make A Wish Foundation in the US. Using emotional stories, it is able to raise funds by telling powerful emotional stories of children living with severe ailments, using cross-platform integration, while helping the children to attain their wishes.
The Magic of Multichannel Synergy: The use of multiple channels like email, social media and PR is one good way of amplifying the message.
We must determine the role of each platform in a way that complements one another while deepening the reach of the message.
We must coordinate our campaign in a way that ensures a ripple effect that helps to boost reach and engagement, especially when we have a limited budget.
Authenticity as the Magic Ingredient: To earn the respect and trust of the public, any brand worth its salt must be seen to be inherently authentic. Being authentic engenders genuine connections and transparency between a brand and its target audience.
Authenticity helps define your brand character, helping your audience to know what you stand for. Doing anything out of character will be easily flagged by your audience and this could come with serious consequences.
The moral here is that to keep the magic going, you must genuinely be yourself. When people are asked what Rotary stands for, our target audience must be able to answer that from what they’ve known Rotary to stand for over time. And nothing captures this better than the Rotary Four-Way Test
Is it the truth?
Is it fair to all concerned?
Will it build good will and better friendships?
Will it be beneficial to all concerned?
One good example of authenticity in action is UNICEF and its focus on the world’s children. Almost everybody knows that UNICEF is all about the children of the world. This authentic association is captured in its campaign “For Every Child”.
Target Audience Enhancement: One key asset that can aid the impact of IMC for Rotary is its extensive network of clubs across different strata globally and locally. This helps connect the message to its intended target and the general public most effectively.
The cumulative effect of these clubs projecting a singular message using global and local channels is invaluable. The trick here is ensuring that the message doesn’t get diluted in any way. The versatility of this vast network also lends itself easily to the nuancing of the message to the different strata of the network based on their sociocultural context.
Impact Measurement- The Magic Proof: It is not enough to have a spellbinding message cascading through our network of multiple clubs. In today’s world, we must be able to measure the impact of our magic.
Who are we reaching? Are we delivering the intended message? Is our messaging eliciting the right kind of action or responses from our audience? For this we need to deploy digital tools that can help us measure the impact of our campaigns from engagement to donations, down to volunteer/new members sign-ups. The lessons from one campaign can help us plan better and smarter for subsequent ones. This way, we can start working towards a magic formula.
Community Building as a Magical Force: One way a nonprofit can stay sustainable is by building a community around its causes. With its brand legacy spanning over a hundred years, this should not be of any challenge to Rotary.
In reality, engaged communities are the backbone of nonprofit. What IMC does is nurture these relationships over time. This is composed of not just the Rotary family, but also those whose values align with that of Rotary. It will also include those who have benefited directly or indirectly from the impact of Rotary’s work.
Observations & Recommendations
Before I wrap up, I believe it’s important to bring up some points for consideration.
Thought Leadership/Ownership of Causes: In as much as being around for a long time is a strength, it can also create a sense of overfamiliarity which in turn may translate to indifference on the part of your audience.
If you take the case of the PolioPlus campaign, while it is commendable that Rotary had a long running global campaign for the eradication of this disease, when the campaign got to its climax, for those outside of the Rotary circle, Rotary was not first to mind when one considered those in the forefront of polio eradication.
The public heard more of the Melinda & Bill Gate Foundation than any other organisation. Bill Gate became more of the face of that eradication in this part of the world than anyone else. I’m not basing this on any empirical data; it’s more of my observation of the public space. It begs the question, who is/are the face(s) of Rotary as regards its different causes in Nigeria?
The Need for Tactical Campaigns: Sadly, with the advent of social media and its retinue of influencers, there is a drift towards short-termism in brand building. Social media in particular is filled with thousands of initiatives and campaigns of different sorts. When you consider a campaign like the Earth Hour by the WWF, the single-mindedness of this one-hour activation is truly magic. The awareness generated around the issue of sustainability through the preservation of the environment from switching off the light by individuals and corporate entities at a designated day and hour around the world speaks to effectiveness.
Within the context of globally agreed causes within the Rotary world, what opportunities can we explore locally to create the sort of impact that is unmissable. A quick look through the Rotary social media pages at the moment doesn’t leave one with a sense of impact. Rather, it’s more of an album of activities.
Nuancing and Contextualising Global Messages: Being part of a global network is a great advantage. This affords Rotary the power to drive one singular message across the nooks and crannies of the world. While the thrust of the message may be the same everywhere, it is not likely for the context to be the same. It’s for this reason that deliberate attempts must be made to localize global campaigns. This will make the campaigns more relatable and much more effective in delivering the desired outcomes. This will also lead to talkability.
Aiming For Impact Beyond Rotary: I personally commend Rotary for its foresight in establishing Rotaract clubs as a way of attracting the next generation. However, one still gets the sense that Rotary activities are confined to the world of Rotary as regards their reach.
It is important that Rotary deploys media-neutral ideas that deliberately target non-members, especially the youth, using the most relevant platforms that they can relate with to enable them take interest in Rotary as an entity as well as support their activities. This is when the magic of IMC really does its job.
A good example of this is another brilliant campaign from the WWF titled #Last Selfie. Using the Snap Chat platform, pictures of different animals that are likely to go extinct were posted to users of the platform that disappeared in seconds.
They ended with messages stating this may be the last time they are seen without any support. This same campaign reached over 120 million users on Twitter (now X). The WWF was able to raise their monthly donation target within a week of the campaign.
In conclusion, I would like to commend the founding fathers of Rotary and those of you who have continued to raise the banner of doing good for humanity. Today’s new media platforms may be fragmented.
We have since gone past the age when we all watched the same programme on TV or radio; when newspapers held sway in terms of information and education. Today, the mobile phone could be likened to an extension of our human anatomy. While all of this can appear confusing, therein lies opportunities to find your space and audience as a brand.
What is needed is a well-crafted message with an emotional human angle, delivered through carefully selected channels and deployed to reach your audience wherever they may be. For Rotary, this is the way to keep the magic going.
Thank you for listening. I wish Rotary many more centuries of delivering Service Above Self.
* Lanre Adisa is the President, Association of Advertising Agencies of Nigeria (AAAN) and Chairman, Heads of Advertising Sectoral Groups (HASG)
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Opinion
STATE OF THE NATION: INSECURITY IN NIGERIA AND MATTERS ARISING
STATE OF THE NATION: INSECURITY IN NIGERIA AND MATTERS ARISING
THE OGBOMOSO RESCUE: CELEBRATE THE VICTORY, PRESERVE THE LESSONS
By Group Captain Sadeeq Garba Shehu Rtd
Amplified by the Good Governance Group (GGG)
—
ABUJA – The safe recovery of the remaining pupils and teachers abducted from schools in Oriire Local Government Area of Oyo State has been met with nationwide relief and celebration. After 56 days in captivity, the children and teachers have been reunited with their families, marking the conclusion of a tense hostage crisis that gripped the nation.
According to the Presidency, the victims were recovered through a sustained military, police and intelligence-driven operation. Eight suspected kidnappers have been arrested and placed in DSS custody, while some members of the group were reportedly neutralised. The Presidency has also stated that no ransom was paid and no prisoner exchange took place, with the terrorist kingpin demanded by the abductors remaining in custody and facing prosecution.
—
OPERATIONAL SUCCESS OR PROFESSIONAL RESTRAINT?
Security expert Group Captain Sadeeq Garba Shehu Rtd has offered a comprehensive analysis of the operation, emphasising the professional dilemmas inherent in hostage rescue missions.
“Knowing where hostages are located is not the same as possessing a safe opportunity to rescue them,” Shehu stated. “Before action can be taken, commanders must understand the disposition of the captors, the exact location and condition of the hostages, the terrain, and whether an assault is likely to trigger the execution of the hostages.”
The retired officer stressed that hostage rescue operations frequently involve prolonged surveillance, human intelligence, communications interception, and meticulous preparation before force is finally employed.
“The objective is not merely to reach the kidnappers. The objective is to recover the hostages alive,” he added.
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INTELLIGENCE: THE DECISIVE WEAPON
Perhaps the most significant feature of the operation, according to Shehu, is the apparent success of intelligence gathering.
“Popular imagination often credits hostage rescues to the soldiers seen during the final assault. Professional practitioners know differently. The visible rescue is merely the final phase. The decisive work usually begins much earlier,” he explained.
Shehu noted that intelligence officers identify patterns, communities provide information, technical surveillance tracks movement, and communications are analysed before any tactical commander can intervene with an acceptable level of risk.
“Firepower may conclude an operation. Intelligence makes it possible,” he said.
—
INTER-AGENCY COOPERATION
The reported cooperation among the Armed Forces, the DSS and the Nigeria Police Force has also been highlighted as a critical success factor.
“No single institution possesses every capability required to resolve a complex hostage crisis,” Shehu noted, pointing out that Nigeria lacks a dedicated Hostage Rescue Unit comparable to France’s GIGN.
“The Armed Forces contribute operational reach, tactical capability and specialised combat assets. The Police contribute investigative powers, local policing structures and criminal justice responsibilities. The DSS contributes specialised intelligence capabilities. Each institution performs a distinct but complementary function,” he explained.
—
THE HUMAN COST
Despite the successful rescue, Shehu emphasised that the incident was not casualty-free.
“From official snippets, a couple of security personnel were lost. Lives were lost during the initial attack. Most painfully, Mr. Oyedokun, one of the abducted teachers, was murdered while in captivity. His death reminds us that this was never simply a kidnapping. It was a brutal act of terrorism against innocent civilians,” he stated.
“Our celebration must therefore be accompanied by remembrance. Our relief must be accompanied by compassion.”
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SAFE SCHOOLS: FROM POLICY TO PRACTICE
Perhaps the most critical lesson emerging from the Ogbomoso incident, according to Shehu, is the urgent need to strengthen Nigeria’s Safe Schools Programme.
“The 3 affected schools—Community Grammar School, Baptist Nursery and Primary School, and L.A. Primary School in Oriire Local Government Area—like most schools in Nigeria, were in every practical sense UNSAFE SCHOOLS right from the beginning,” he asserted.
Shehu argued that the ultimate objective of security policy is not to rescue children after they have been abducted but to prevent schools from becoming targets in the first place.
“A nation that continually celebrates successful hostage rescues without making its schools safer has addressed the symptom while leaving the underlying vulnerability intact,” he warned.
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A CALL FOR COMPREHENSIVE REVIEW
The security expert has called for a thorough after-action review of the Ogbomoso incident, examining intelligence indicators, emergency response procedures, and security architecture around vulnerable schools.
“These questions are not criticisms. They are the foundation of professional improvement. Security institutions that refuse to learn eventually repeat their mistakes. Those that institutionalise learning become progressively stronger,” Shehu stated.
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PSYCHOSOCIAL RECOVERY
Shehu also emphasised that the Government’s responsibilities continue beyond the rescue operation.
“The rescued pupils and teachers are survivors of a traumatic experience. They now require protection of a different kind: medical examinations, psychological first aid, trauma-informed counselling, family reunification, educational reintegration, and long-term psychosocial support,” he said.
“Children emerging from prolonged captivity should never become media spectacles.”
—
THE ENDURING VICTORY
“Recovering the remaining children and teachers was the immediate victory. Making every Nigerian school a genuinely safe school will be the enduring victory,” Shehu concluded.
“That is the lesson we must preserve.”
STATE OF THE NATION: INSECURITY IN NIGERIA AND MATTERS ARISING
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Opinion
Nobody needs NYSC reform – Reuben Abati
Nobody needs NYSC reform – Reuben Abati
Peter F. Drucker, the Austrian-American management guru (1909 -2005), it was who opined that change is an inevitable constant in human situations and that innovation is important in the 21st Century where skills become obsolete at the speed of light and what was deemed essential yesterday sooner or later becomes irrelevant, requiring new thinking, new styles, new modes to remain relevant and to gain new knowledge. But the proposed plan by the Federal Government of Nigeria to reform the National Youth Service Corps (NYSC) programme does not fit into this pattern. It is a classic case of majoring in the minors, a misplaced priority, a wasteful adventure whose long-term subliminal objective may be mere self-enrichment that would not change much but rather cause unwanted confusion.
The Bola Ahmed Tinubu administration has advertised itself as a reform-minded administration. But certain reforms do not come across as a priority, and this NYSC reform is one such thoughtless proposition, like, if we may cite an earlier example, the decision to revert to the old Nigerian national anthem. I watch people at public events, they sing along most reluctantly because there was no consensus, nor has there been any buy-in, that Nigeria needed to change its National Anthem. It is important that policies are not enacted or revised simply to satisfy the personal fancy or the whims of anyone, no matter how highly placed. In the case of the NYSC, nobody was consulted. We woke up one morning only to be told by the minister of state for youth development, Ayodele Olawande, that a decision had been taken to reform the NYSC programme. Nobody needs NYSC reform.
The NYSC is 53 years old. Established in May 1973 by the Yakubu Gowon military administration, it was a post-civil war measure in pursuit of the objectives of the three Rs: reconciliation, rehabilitation, and reconstruction, to reintegrate Nigerians and reunite them and heal the wounds of the civil war. The fratricidal war divided Nigeria and watered the seeds of ethnicity and difference.
Over 50 years later, the wounds are yet to heal. The NYSC was an attempt at reconciliation. It started with the posting of graduates of tertiary institutions to cities and states far away from their homes and places of graduation, to allow them to live among other people, get to understand Nigeria and learn to serve Nigeria selflessly. The emphasis was on service. When the late sage Chinua Achebe wrote that “there was once a country”, the NYSC was part of that effort at the making and remaking of Nigeria. It is the case that when the country began to fail on all fronts in terms of security, institutional integrity, and increased ethnic and religious division, a group of Nigerians began to agitate that the NYSC was no longer serving its purpose and it should be scrapped.
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Except that the problem is not with the scheme but the Nigerian factor: the inbred tendency by those in charge to minimise every good thing and ruin it. It is instructive that the Tinubu administration is not contemplating an abandonment of the scheme. Apart from the fact that this would be a disservice to the father of the NYSC, General Yakubu Gowon, who is still alive, it would amount to an unconscionable erosion of a significant aspect of collective public memory. Those who participated in the scheme in the earlier days have fond memories.
On Saturday, during a radio programme, Professor Seun Omotayo, a professor of sports psychology, currently based in Ghana, recalled that when he completed his undergraduate studies at the University of Ibadan, he was posted for National Service in Ogun state. He was not happy that he was being sent to his home state. He personally went to the NYSC office in Lagos and asked to be posted to the northern part of Nigeria. I doubt if anyone would request such a change of posting these days. On Sunday, I had a conversation on the NYSC with Emeritus Professor Duro Oni of the University of Lagos, in the course of which he held the view that the NYSC remains relevant to Nigeria’s growth and development. The NYSC gave him his wife. He met her when she came to participate in the scheme in Lagos. Today, the woman from Ogoja in Cross River state has given him four sons and six grandchildren. “I probably would never have met her if there was no NYSC.”
There are many Nigerians who have a similar experience: inter-ethnic marriages being one of the gains of the NYSC. Those who would probably never have left their hometowns discovered Nigeria through the eyes and experiences of other Nigerians and communities. Life-long friendships have been formed over the years. I know Shedrack Akolokwu from Omoku-Ogba in Rivers state, for example. I was a young secondary student when he came to serve Nigeria in Abeokuta, Ogun state. He was so much a part of the community. He and I have remained in touch over the years. The last time I saw him in Port Harcourt, he was asking after everybody in the neighbourhood, mentioning each person’s name as if he had left Abeokuta yesterday, and it has been over 45 years since he participated in the NYSC.
My service year was spent in Benin City, old Bendel state. A few years ago, I found myself in Benin. I quickly asked the driver to take me to the compound where I lived. I also went to the department where I was a graduate assistant at the University of Benin, reliving old memories. I find it shocking, therefore, that one of the reforms being proposed by the Tinubu administration is that corps members may not be posted to conflict areas where insecurity may be a challenge, to ensure safety and reduce the anxiety of parents. Only indigenes of those areas or graduates of schools in such locations would be sent there. This defeats the fundamental objective of the NYSC: to promote unity and open up Nigeria to its young persons. And who the hell came up with the twisted logic that graduates and indigenes from conflict zones are better off in those zones? Every life is important. No Nigerian, whether a graduate or not, should be exposed to danger. It is the duty of the government to address the challenge of insecurity and make every part of Nigeria safe for all.
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Minister Olawande also said the NYSC uniform will be changed, although a final decision on this has not yet been taken. But the government is considering Ankara or the adire batik fabric. The idea is to promote locally made fabrics and support the Nigerian textile industry. I dare say that there is nothing wrong with the current NYSC uniform. The khaki fabric and the vest are more durable than either Ankara or adire that would start fading or get torn within a short while. The proposal is also likely to evoke ethnic comparisons and sentiments. Adire batik is largely produced in the south-western part of the country, made for the most part in Ogun, Osun and Kwara states. It may be dismissed as an opportunity to create business for only one part of the country. Igbos are likely to demand that the Isiagu should also become part of the NYSC uniform. Northerners are likely to ask for babanriga in the spirit of federal character. Other ethnic nationalities may also make a case for their own local attire. Nobody needs such confusion. What can be done is to improve the quality of the present uniform. In our time, the khaki had better quality, the vest and the boots too, but these days, the uniform is so poorly made, its cheapness is unmistakable.
The orientation camp for the NYSC, we are told, will be extended from four to six weeks, and the deployment will be restructured based on choices and processes during the camp, as the new NYSC will offer 11 specialised streams ranging from agriculture, education, technology and digital, healthcare, infrastructure, public service, legal, paramilitary and security, the economy, to enterprise. Corps members will be required to choose any of these streams, where within six weeks they can be trained in entrepreneurial skills and prepared for the job market. We are missing the point. The NYSC orientation camp is not a training school. It is meant to be an experience. If the plan is to teach entrepreneurship, that should have been done at the university level. It is the college curriculum that needs to be reviewed, and entrepreneurship built into the various disciplines in order to ensure a proper alignment between scholarship and the labour market, for a purposeful school-to-work transition.
In its original design, the NYSC was meant to provide paramilitary training and inculcate the values of discipline and service. Indeed, there is nothing new about the six-week proposal. During the 1990/91 batch, corps members spent six weeks in camp and were even taught how to handle small arms and light weapons. But the military government soon abandoned the idea out of fear that the state may have unwittingly been training potential coup plotters. The so-called streams actually exist. In our time, corps members were assigned to specific responsibilities: persons who manned the kitchen prepared the meals and served others, some corps members served as Platoon commanders while everyone marched, we had press club, drama club, and it all worked out smoothly. Part of the reform is to place the NYSC under civilian leadership. Under the present arrangement, the director-general may be from the education corps of the Nigerian military, but at the state level, the NYSC secretariats are manned by civilians, and so changing the headship of the scheme will not make much difference as long as standards are maintained.
What the federal government needs to do is to make the NYSC experience richer and more exciting for those who participate in it. The monthly allowance for corps members should be increased, and feeding at the orientation camps should be improved. Scrap the monthly community development exercises. Ensure that the orientation camps are properly secured to eliminate the risk of bandits and terrorists attacking those camps to kidnap corps members. Corps members should be deployed to places of primary assignment relevant to their fields of study. There is no point in changing from a passing-out parade to a graduation ceremony. Will corps members now wear graduation gowns? That is not necessary. Will the proposed reforms modernise the NYSC? No. Will they improve employability? I don’t think so.
There are far more important and urgent issues that the federal government should be concerned about at this moment. One, the terribly embarrassing disclosure that a certain Prince Adeniyi Adeyemi Matthew set up a fake Presidential Agency – the Presidential Foreign Intervention Promotion Council (PFIPC) and Presidential Economic Advisory Council (PEAC) – which the Presidency now disclaims as a scam operation, and yet the said Prince had been operating openly – meeting with key government officials, receiving ambassadors in audience, and running an office at the Federal Secretariat that was duly allocated to him by the Office of the Sectary to the Government of the Federation. He has over 300 staff, including directors, who are all on the government payroll. His fake agency even got a N1.3 billion allocation in the 2026 Budget. He runs 39 bank accounts and even has accounts with the Central Bank of Nigeria. He has since been charged to court, and his matter comes up on July 27. The man is in no way apologetic. He says he has a letter of appointment and that he paid N600 million to the president’s chief of staff, Rt. Hon. Femi Gbajabiamila, to get appointed. Trouble started when his sponsor wanted a lion’s share of the budgetary allocation to his office. He says one Babatunde Tanimola facilitated his appointment, but now Tanimola died in a hotel room in Abuja just before he, Adeniyi, was arrested in November 2025. Indeed, who knows tomorrow?
What we know today is the spectacle before us: a spectacle of institutional failure, incompetence, collusion, corruption and the failure of due process. If it is possible to manufacture a non-existent government agency and operate openly and brazenly, then there are persons within the entire government machinery who must answer questions. A thorough investigation must be conducted to find out if there are other similar agencies in the Federal Capital Territory. Prince Adeniyi’s boldness is so shocking. He should have his day in court. He should be allowed to say all that he knows, and no attempt whatsoever should be made to intimidate him. It is wrong, as the police reportedly did yesterday, to arrest Adeniyi’s father in lieu. Police allegedly stormed his parents’ home in Ogbomoso and arrested his father and a family friend. It is illegal to do so. Criminal liability is personal. It is not transferable in light of Section 7 of the Administration of Criminal Justice Act (ACJA), 2015. The Nigerian Police, not knowing this, is scandalous.
The other urgent issue would be the observation by the International Monetary Fund (IMF) that the Nigerian government has frittered away 2% of GDP (about N8.8 trillion) on off-budget spending. The prompt reaction from the Minister of Finance, Taiwo Oyedele, is to deny and insist that Nigeria does not have any ghost budget. This does not call for bluffing. The same government that introduced Executive Order 9 to ensure transparency and accountability in government finances should take allegations of hidden deficit, opaqueness and failure of oversight more seriously. Finally, it is about time Nigeria took South Africa to the International Court of Justice (ICJ) on its request for compensation over xenophobia losses, the genocide in South Africa and that country’s institutionalisation of hatred. On the question of NYSC reform, it is in the best interest of the Nigerian government to listen to the people’s responses and retrace its steps forthwith.
Nobody needs NYSC reform – Reuben Abati
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Opinion
Dr. Dayo Mobereola at NIMASA: Over two years of Reform, Stability, and the Road Ahead
Dr. Dayo Mobereola at NIMASA: Over two years of Reform, Stability, and the Road Ahead
By Kolawole Ojelabi
When Dr. Dayo Mobereola assumed office as the Director-General of the Nigerian Maritime Administration and Safety Agency (NIMASA) in March 2024, expectations were high. With an extensive background in public sector administration, transport infrastructure, and institutional reforms, stakeholders anticipated a leadership that would reposition Nigeria’s maritime sector to support economic growth better. Dr. Mobereola was the first Managing Director of the Lagos Metropolitan Area Transport Authority (LAMATA), and while at LAMATA, he implemented most of the reforms in the public transport space that are today yielding lots of fruits.
More than two years into his administration, the agency has recorded progress in several key areas. The achievements recorded during this period have been driven not only by Dr. Mobereola’s administrative reforms but also by the strategic policy direction and unwavering support of His Excellency Adegboyega Oyetola, Minister of Marine and Blue Economy. Since the creation of the Ministry, Oyetola has provided the political leadership and international engagement necessary to reposition Nigeria’s maritime sector within the Federal Government’s Renewed Hope Agenda.
However, significant challenges remain, requiring sustained reforms if Nigeria is to harness the enormous potential of its blue economy fully.
The achievements recorded during this period have been driven not only by Dr. Mobereola’s administrative reforms but also by the strategic policy direction and unwavering support of His Excellency Adegboyega Oyetola, Minister of Marine and Blue Economy. Since the creation of the Ministry, Oyetola has provided the political leadership and international engagement necessary to reposition Nigeria’s maritime sector within the Federal Government’s Renewed Hope Agenda.
One of the notable achievements under Dr. Mobereola’s leadership has been the continued consolidation of maritime security gains. NIMASA has maintained collaboration with the Nigerian Navy and other security agencies in sustaining the Deep Blue Project, which has contributed to the reduction of piracy and armed robbery in Nigerian waters.
The improved security environment has enhanced Nigeria’s reputation within the Gulf of Guinea, encouraging greater confidence among international shipping companies and insurers.
The administration has adopted a more consultative approach with industry stakeholders. Shipowners, terminal operators, labour unions, maritime training institutions and government agencies have enjoyed increased engagement on policy matters. This dialogue has helped improve confidence in the agency and encouraged greater collaboration in addressing industry challenges.
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In alignment with the Federal Government’s Renewed Hope Agenda and the creation of the Ministry of Marine and Blue Economy, NIMASA has increasingly positioned itself as a strategic driver of Nigeria’s blue economy.
The agency has continued to promote investment opportunities in shipping, fisheries, maritime transport, offshore services and marine environmental protection.
NIMASA has maintained support for the Nigerian Seafarers Development Programme (NSDP), while pursuing initiatives aimed at increasing the employability of Nigerian cadets.
Nevertheless, the long-standing challenge of securing mandatory sea-time training for graduates remains unresolved, limiting the country’s ability to produce internationally certified seafarers in sufficient numbers.
The agency has continued its statutory responsibilities in ship registration, flag-state and port-state inspections, marine pollution control and enforcement of international maritime conventions.
There have also been sustained efforts to strengthen Nigeria’s compliance with International Maritime Organization (IMO) standards through improved regulatory oversight, maritime safety initiatives, and institutional reforms. These efforts culminated in Nigeria’s successful election back into Category C of the IMO Council, a significant diplomatic and maritime achievement. The victory reflected the combined efforts of the Federal Government, with Minister of Marine and Blue Economy, His Excellency Adegboyega Oyetola, leading Nigeria’s diplomatic campaign and international engagements, while NIMASA, under Dr. Dayo Mobereola, provided the technical and regulatory foundation that reinforced the country’s credibility before the global maritime community. Despite these positive developments, several critical issues deserve greater focus.
There is a need to resolve the issues of thousands of Nigerian cadets unable to complete their certification because of insufficient sea-time opportunities.
NIMASA should work with indigenous shipowners, international shipping companies, and the Nigerian Navy to establish structured sea-time programmes. Incentives should also be introduced for vessels that provide cadet placements.
The decline of Nigerian-owned vessels continues to limit indigenous participation in international trade. The agency should accelerate reforms that promote fleet expansion, improve access to financing, and encourage local ship ownership.
A vexed issue is the implementation of the Cabotage Vessel Financing Fund (CVFF). Perhaps no issue has generated more industry debate than the prolonged delay in disbursing the Cabotage Vessel Financing Fund.
Incidentally, the agency a while ago opened its portal for qualified indigenous shipping to apply for the fund. Transparent implementation of the fund would certainly significantly strengthen indigenous shipping companies and create employment opportunities for Nigerian seafarers.
Further digitization of ship registration, licensing, certification, and regulatory processes would reduce bureaucracy, improve transparency, and enhance operational efficiency. Digital platforms should enable stakeholders to complete transactions seamlessly without unnecessary delays.
There is also a need for closer partnerships between NIMASA, maritime academies, and universities. This would improve curriculum relevance and align training with international standards.
Investment in simulators, research facilities, and modern equipment is equally important.
Beyond training, greater attention should be paid to the welfare, insurance, medical support, and career progression of Nigerian seafarers.
Implementation of the Maritime Labour Convention should remain a priority.
Climate change is increasingly influencing global shipping. NIMASA should continue promoting cleaner shipping practices, marine pollution control, ballast water management, and decarbonization initiatives consistent with IMO regulations.
Although port operations involve several government agencies, NIMASA can continue collaborating with the Nigerian Ports Authority, the Nigerian Customs Service, and other stakeholders to reduce vessel waiting time, eliminate operational bottlenecks, and improve Nigeria’s competitiveness.
At the time he took over at NIMASA, Dr. Dayo Mobereola inherited an agency operating within a maritime industry facing numerous structural challenges. His administration has demonstrated a commitment to institutional stability, stakeholder engagement, maritime security, and regulatory effectiveness. Working in close alignment with Minister Oyetola’s vision for the marine and blue economy, the agency has also helped restore confidence in Nigeria’s maritime governance. Their collaborative approach—combining ministerial policy leadership with institutional execution by NIMASA—has strengthened Nigeria’s standing among regional and global maritime stakeholders.
However, the true measure of success will depend on translating policy into measurable outcomes—particularly in indigenous fleet development, implementation of the Cabotage Vessel Financing Fund, creation of employment for Nigerian seafarers, digital transformation and strengthening Nigeria’s position as a leading maritime nation in Africa.
The opportunities within the blue economy are immense. With sustained reforms, stronger public-private partnerships and consistent policy implementation, NIMASA under Dr. Dayo Mobereola, working in tandem with the strategic leadership of His Excellency Adegboyega Oyetola, has the potential to play a transformative role in unlocking these opportunities. Nigeria’s return to the IMO Council demonstrates what coordinated political leadership and effective institutional execution can achieve. Building on that momentum will be critical to expanding indigenous shipping, creating jobs, attracting investment and positioning Nigeria as Africa’s leading maritime nation.
Dr. Dayo Mobereola at NIMASA: Over two years of Reform, Stability, and the Road Ahead
Kolawole Ojelabi, a developmental journalist and public commentator, writes from Lagos.
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