The Logic and Magic of Integrated Marketing Communications in the Promotion of Rotary Public Image - Newstrends
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The Logic and Magic of Integrated Marketing Communications in the Promotion of Rotary Public Image

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(L-R) District Governor Rotary International District 9111, Dr. Wole Kukoyi; Keynote Speaker, President AAAN and HASG, Mr. Lanre Adisa, MD Noah’s Ark Communications Ltd; and Past District Governor, Rotarian Omotunde Lawson during Public Image Training Seminar organized by Rotary District 9111 on the theme: Integrated Marketing Communications (IMC) as Magic for Public Image promotion in Rotary held recently at Ikeja-GRA, Lagos.

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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Beyond the Ballot: Shaping a Bar That Works for All

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Beyond the Ballot: Shaping a Bar That Works for All

By Asiwaju Kunle Kalejaye, SAN

 

The inaugural address of Mrs. Oyinkansola Badejo-Okusanya, SAN, titled “From the Call to the Cause,” marks a historic turning point for the legal community as she officially assumes office as the 33rd President of the Nigerian Bar Association (NBA) as she wa sworn in by her predecessor, Afam Osigwe, SAN, at the High Court complex in Port Harcourt, Rivers State.

Her leadership, the hiccup of her emergence notwithstanding, represents a historic milestone as the first woman elected to the NBA presidency through a competitive, though highly disputed, national ballot. Her address presents a powerful vision for a “bolder Bar” that actively confronts internal fractures, deep professional disconnects, and economic vulnerabilities. Central to her message is the core understanding that an association tasked with safeguarding judicial independence and speaking truth to power cannot effectively fulfill its national mandate if it remains internally fragmented. By focusing on the professional survival of young lawyers and vowing to act decisively against public misconduct, Badejo-Okusanya highlights an urgent reality: institutional strength requires collective solidarity and institutional determination. Fostering lasting unity within the NBA under this administration demands a deliberate shift from performative governance to deeply institutionalized, structural changes that build bridges across classes, factions, generations, and geographical divides.

To bring the NBA together, the new administration must incorporate proactive mechanisms for post-election reconciliation directly into its governance framework. The leadership must deliberately distance itself from divisive rhetoric and provocative nuances. The competitive nature of Bar elections often leaves behind lingering bitter factions that can stunt long-term cooperation and slow down progressive policies. By building an “olive branch” initiative that integrates runner-up contestants and their core campaign stakeholders into strategic national committees, the leadership can transform former rivals into active co-creators of the Bar’s future. Indeed this strategy which I dubbed the Abraham Lincoln strategy remains an eternal clincher.

Abraham Lincoln won the 1860 presidential election and famously appointed his chief Republican nomination rivals to key cabinet positions. Lincoln believed the country faced extreme peril during the crisis leading into the Civil War l. He wanted the most capable and influential leaders in his administration regardless of past personal competition. He valued robust debate over agreement, using differing viewpoints to make better decisions. This inclusivity must simultaneously bridge the widening economic and generational gap between senior practitioners and younger advocates. Enforcing standardized minimum remuneration and welfare requirements across all local branches will help reduce the economic alienation felt by younger members. To make this sustainable, the administration should establish joint mentorship hubs where senior legal practitioners collaborate with tech-savvy young lawyers on modern areas of practice, such as artificial intelligence, data privacy, and digital commerce, turning a generational divide into a symbiotic avenue for mutual professional empowerment.

True unity also requires restoring civil digital discourse through a comprehensive Digital Ethics Enforcement framework, fulfilling the President’s explicit warning against the breakdown of professional etiquette on social media. The profession has lost some vast mileage due to the digital posture of some members. To achieve this, the NBA can look to established global precedents where foreign bar associations have successfully navigated the complexities of digital misconduct. For instance, the American Bar Association (ABA) successfully integrated technological expectations into its framework via the Ethics 20/20 Commission, explicitly modifying its Model Rules of Professional Conduct such as Rules 1.6 and 8.4 to govern online confidentiality, misleading public statements, and deceptive digital behaviour. Similarly, the Law Society of England and Wales updated its practice note and compliance frameworks to penalize offensive online remarks, reinforcing that comments made by a lawyer in a personal capacity can still be actively disciplined as professional misconduct if public trust is damaged. By adopting a similar structure, the NBA can expand its own Rules of Professional Conduct into a clear code for online behaviour, utilizing its network of regional Ethics and Disciplinary Committees to monitor digital spaces and safely review flagged misconduct via secure portals.

Backing this framework with public disciplinary actions and a tiered system of sanctions will allow the NBA to decisively penalize cyberbullying, transitioning professional disputes into mediated internal forums rather than chaotic public platforms. This digital accountability should be reinforced by introducing mandatory continuing legal education (CLE) modules in digital etiquette, ensuring that practitioners maintain technological and behavioral competence.

Immediately, the NBA must dismantle the persistent perception that it is a “Lagos-Abuja centric” organization. Actively decentralizing national activities, rotating National Executive Council (NEC) meetings across various geopolitical zones, and providing direct financial and technical resources to smaller, rural branches will make every lawyer feel valued regardless of geography. Ultimately, by integrating these targeted, practical strategies and internationally proven ethical standards into the foundational ideals of her inaugural address, the administration can successfully unite its members and establish a cohesive, resilient front capable of defending the rule of law across Nigeria.

The new administration must pursue a deliberate policy towards attracting many docile members back into its fold.
If the new administration must know, the opaque electoral processes that had dogged the association in recent history has adversely affected the morale of a significant number but silent members of the Association. Chief Yomi Alliyu graphically stated the disturbing position when he posited in an opinion piece that: “The NBA has been hijacked by political lawyers to the disaffection of real practitioners of law. “Elections from 2016 or so vide e-voting had been manipulated to favour members of this class.”

The new administration must therefore consciously pursue reconciliatory steps that rein in all members. As at now, the silent class war must end for NBA to achieve its full potential.

I was sorely tempted to headline this peice: Nigerian Bar Association: the road to Kigali. I refrained because I still saw a silver lining which this new administration can latch on to save the NBA from itself!

The “road to Kigali” serves as a grim warning about the risk of total institutional fracture, polarization, and potential irrelevance. If proactive steps are not taken to unify and reform the body, it faces the danger of fracturing into competing, ethnicized, or regionalized professional factions, effectively ending the era of a single, unified voice for the Nigerian Bar.

The 1992 Port Harcourt Conference Crisis, was a definitive moment that brought the NBA to the brink of permanent destruction. Today, unless we play the ostrich, the cries of war are abroad but the present leadership could etch their names in gold if the NBA is consciously, deliberately and clinically steered from self implosion. Their job is cut out for them.Failure to seize the moment may end up placing us all on the road to Kigali.

Asiwaju Kunle Kalejaye SAN
Eagle102.5 FM Ilese-Ijebu

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Why Atiku’s subsidy gambit rattles Tinubu, By Farooq Kperogi

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Kperogi is a renowned columnist and United States-based professor of journalism.
Farooq Kperogi

Why Atiku’s subsidy gambit rattles Tinubu, By Farooq Kperogi

Atiku Abubakar may finally have discovered the issue that can draw political blood from President Bola Ahmed Tinubu. And I am enjoying seeing the president and his inner circle squirm in discomfort like cats stranded on a hot zinc roof.

On Thursday, barely a day after official campaigns began for the 2027 presidential election, Atiku pledged to restore petrol subsidies if Nigerians elect him president. That pledge, more than anything he has done lately to dislodge Tinubu, is the clearest signal yet that he is prepared to wrest power from the president.

Before now, Atiku expended money, time and energy excavating Tinubu’s past, much of which Nigerians already know. Tinubu’s 1993 civil forfeiture of $460,000 to the US government in a case that grew out of a heroin-trafficking investigation has been public knowledge for years. It was Sahara Reporters that first reported it on September 15, 2008. Fresh FBI or DEA papers are unlikely to suddenly alter electoral attitudes.

The Chicago State University expedition was even less politically useful. Tinubu genuinely attended and graduated from CSU in 1979. Caleb Westberg, the university’s registrar, said so under oath. He agreed that the photocopy Tinubu submitted to INEC did not look like the 1979 samples shown to him, but CSU’s diploma templates changed over the years and the BBC found that Tinubu’s copy resembled replacement diplomas from the 1990s. Westberg also said the missing portion of the university logo could have been cut off during photocopying because American diplomas are unusually large and aren’t intended to be photocopied.

In America, diplomas are largely ceremonial documents that people frame and hang on walls. Transcripts are the official records routinely used to verify attendance and graduation. Atiku’s legal expedition ironically helped establish that Tinubu has a CSU transcript and graduated with honors.

The BBC Global Disinformation Team found no evidence for the claim that Tinubu forged the CSU diploma he submitted to INEC. The report, in fact, won “Fact-Check of the Year by a Working Journalist” at the 2024 African Fact-Checking Awards in Accra. In other words, Atiku spent enormous political energy helping to settle a question whose answer was electorally barren.

Tinubu understood this and mostly ignored the attacks. More importantly, Atiku offered little policy distance from Tinubu on the economic question that has tormented Nigerians since May 2023. He had promised during the last election to remove petrol subsidies within his first 100 days in office. On the most consequential economic policy of the Tinubu presidency, Atiku was traveling on the same ideological road.

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That changed this week. Atiku asked the question millions of Nigerians have been asking: where is the money supposedly saved from subsidy removal? He then promised a new subsidy structure that would privilege locally refined petrol, give qualifying Nigerian refineries crude at preferential prices, impose a fixed annual spending ceiling, trace subsidized crude to actual domestic production and punish diversion. His formulation is that “the subsidy will follow the barrel.”

That is a more serious proposal than the Presidency’s caricature of it. And Tinubu suddenly found his voice. He personally dismissed Atiku’s pledge as a demonstration of “serious ignorance” of governance and the economy. Atiku’s previous assaults on Tinubu’s character produced studied presidential indifference. But his challenge to the economic orthodoxy that has pauperized Nigerians produced presidential irritation. That means he struck a raw nerve.

If Atiku’s proposal demonstrates ignorance, what does Tinubu’s policy demonstrate? Any honest person knows the answer: cruelty. Between ignorance and cruelty, which is more benign? You be the judge.

The anti-subsidy theology that Tinubu and his neoliberal choristers recite has always rested on a false premise. Subsidy simply means government assistance. Every functional society subsidizes something its people need for survival and economic productivity. Governments subsidize food, agriculture, housing, healthcare, transportation or energy according to the peculiarities of their societies.

For Nigeria, petrol occupies a uniquely central place because it doubles as an infrastructural substitute. People buy petrol because public electricity is unreliable. Small businesses generate their own power. Goods move mostly by road. Workers commute in vehicles powered by fuel. Farmers, artisans, traders and manufacturers absorb fuel costs and pass them on through prices.

A petrol subsidy therefore travels through the economy. Its removal travels through the economy too, only in the opposite direction. It raises transportation costs, production costs, food prices and the cost of nearly everything that depends on movement or power.

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I warned about this exactly one month before Tinubu was inaugurated. In my April 29, 2023 column titled “Six Agenda Items for Tinubu’s Success,” I warned that any policy that caused an arbitrary and unbearable increase in petrol prices without a corresponding improvement in incomes and living conditions would sink Tinubu. That warning was elementary commonsense.

The subsidy removal has since wreaked havoc on the economy, deepened poverty, killed businesses, murdered hope, hollowed out the middle class and democratized misery. Reuters now describes the aftermath of Tinubu’s reforms as the worst cost-of-living crisis in a generation. Nearly 80 percent of Nigerians in a recent voter tracker said the country was headed in the wrong direction.

The government’s answer is always the same sterile, tired, intentionally dishonest incantation: temporary pains will yield permanent gains. But we have heard that sermon before.

Ibrahim Babangida’s Structural Adjustment Program came with the same vocabulary of sacrifice, deregulation, currency devaluation, subsidy withdrawal and deferred prosperity. Nigerians were told to endure pain today for abundance tomorrow. By the time Babangida left in 1993, manufacturing had been battered, purchasing power had collapsed and social misery had spread. The promised gains vanished into the ether.

Only living people can enjoy future gains. A government that starves people in installments cannot redeem itself with a hypothetical prosperity scheduled for an undefined tomorrow.

Tinubu’s most frequently advertised dividend of subsidy removal is that states now receive more money and can pay salaries and pensions. That is useful to salary earners, pensioners and the relatives who depend on them. Every Nigerian with a functioning brain cell knows that formal salary and pension earners constitute only a small fraction of Nigeria’s population. The wellbeing of state treasuries is a poor substitute for the wellbeing of the vast majority of citizens.

What kind of economic triumph makes governors more solvent while making citizens poorer? Government has improved the liquidity of public treasuries by draining the liquidity of household economies.

Atiku has finally opened a policy flank that Tinubu cannot wave away with moral insults, ethnic mobilization or tales of macroeconomic “reform.”

Nonetheless, Atiku’s conversion deserves scrutiny. He promised in 2023 to remove the same subsidy he now wants to restore in a redesigned form. I disagreed with him then. A politician who changes his mind after observing the destructive consequences of a policy can reasonably plead that evidence changed his assumptions. Nigerians also have abundant reasons to distrust politicians who discover compassion during campaigns.

They campaign in poetry and govern in prose. Tinubu, after all, told Nigerians during the 2023 campaign that if he failed to give them electricity and returned for a second term, they should not vote for him, although he inserted an escape clause about giving “adequate reasons” for failure. Muhammadu Buhari promised a paradise of security, prosperity and integrity before power exposed the hollowness of his promises.

Atiku therefore has work to do. He must keep explaining the cost of his subsidy plan, its funding source, its legal path under the Petroleum Industry Act, its anti-corruption safeguards and the mechanisms that will ensure cheaper energy reaches households and industries. He should put these commitments in language that can be measured and used against him if he wins.

In spite of my well-justified distrust of the promises of politicians, including Atiku who supervised a ruinous privation program when he was vice president, I can’t help but concede that this is the first truly useful political argument of the 2027 campaign.

Policy contrast is finally replacing pointless and unproductive character assassination. Nigerians already know that Tinubu has a morally complicated past, but they live every day with something more immediate: the extortionate price of food, transport, electricity, medicine and survival.

Atiku has finally moved the contest from Tinubu’s old files in America to Nigerian kitchens, markets, factories and motor parks. That is where Tinubu is most vulnerable. Tinubu can survive old scandals, but the mass hunger his “reforms” have created is a more formidable opponent than impotent darts thrown at his character.

Kperogi is a renowned columnist and United States-based professor of journalism.

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Onaiyekan: Is Tinubu insensitive to Nigerians’ plight? By Bolanle BOLAWOLE

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Onaiyekan: Is Tinubu insensitive to Nigerians’ plight? By Bolanle BOLAWOLE

turnpot@gmail.com 0705 263 1058

(Published in the ON THE LORD’S DAY column in the Sunday Tribune edition of Sunday, 9 August 2026).

The Catholic Bishops’ Conference of Nigeria (CBCN) recently held a closed-door meeting with President Bola Ahmed Tinubu after which one of the bishops, John Onaiyekan, Bishop Emeritus of Abuja, went public with the contents of the meeting. The public was aghast when the president was reported as saying that hunger has been in the land before he was born!

But is it a lie? It is not! Tinubu reportedly asked the church leaders to feed the people if they – the church leaders – actually knew the people were hungry! Is it not a fact that many church leaders and denominations today behave like the scribes and Pharisees of Jesus Christ’s era – whom the Lord described as “serpents and generation of vipers”! – who “bind heavy burdens and grievous to be borne, and lay them on men’s shoulders; but they themselves will not move them with one of their fingers”? As many as eight times, Jesus said unto them: “Woe unto you, scribes and Pharisees, hypocrites!” He also repeatedly called them “fools and blind guides.” (See Matthew 23: 1 – end).

How many of the Catholic bishops who confronted Tinubu with the case of hungry Nigerians do not have hungry parishioners under their watch? How many of the hungry do they feed? Are they themselves among hungry Nigerians? How many of them, having two coats, give one to the naked (Luke 3:11)? How many follow the example of the Fathers (Acts 4: 32 – 37) or the Marxian doctrine of “From each according to his ability and to each according to his need”?

Despite the hardship in the land, which the Bishops went to Tinubu to complain about, are Church leaders not demanding tithes, vows, first fruit, and all manner of offerings – love offering, sacrificial offering, seed offering, thanksgiving offering, etc. from the same suffering masses? Before our very eyes, are they not building cathedrals worth billions of Naira, driving expensive cars, flying private jets, and living life to the hilt? Are they not?

However, this is an uncomfortable truth no one wants to hear! I should know because I am involved – if you know what I mean! Without speaking for Tinubu – because I, too, have my own grievances! – this must have been what he hinted at but which, understandably, was interpreted as an act of insensitivity. But since I, too, was born, up to date, I make bold to say that notable Nigerian musicians one after the other have complained of hard times. It is as if there has never been a time when things were okay in this country – except when we look back! Better times are usually behind us. No matter how bad a government might have been, succeeding governments always appear worse! That has been the narrative!

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It appears to me that Tinubu loves to be audacious once in a while. Like when he made his “O lu’le” speech at Abeokuta, detailing how the then President Muhammadu Buhari contested election thrice but failed until he, Tinubu, came to the rescue. The icing on the case at the occasion was his angry reference to Gov. Dapo Abiodun, as “eleyi”, meaning “this one!” Consider as well his wandering off-script “subsidy is gone” statement in his very first speech and on his very first day as President and Commander-in-Chief!

Tinubu possesses enough knowledge of the media to guess what kind of headlines his statements can attract. In the case of the Catholic bishops, maybe he thought he was safe behind the iron curtain of confidentiality – until one of the bishops chose to tear the veil, forcing the Presidency to respond.

Presidential response to Onaiyekan

The response by Temitope Ajayi, Senior Special Assistant to President Tinubu on Media and Publicity, compelled this intervention lest we, again, throw the baby away with the bath water. Often, once we have pitched our tents for or against, we fail to see the merits in opposing advocacies – all to the chagrin of our collective good. Let’s hear from Ajayi:

“There is something fundamentally inappropriate about Cardinal John Onaiyekan granting a television interview to offer his own account and interpretation of what transpired during the private meeting between the Catholic Bishops’ Conference of Nigeria and President Bola Tinubu. It is, in my view, an abuse of clerical privilege.

“The bishops requested an audience with the president. He granted the audience graciously. They presented, as was their right, a catalogue of the country’s economic, social, and security challenges as they saw them. Except for their grudging acknowledgement of the benefits of NELFUND, they were dismissive of the other great things done by the administration. The bishops were notably acerbic in their submission, but the president listened to them patiently and responded.

“That should ordinarily have been where the matter rested. None of the issues raised by the bishops is beyond scrutiny or rebuttal. Their assessment is neither scripture nor an article of faith. It is a perspective, and perspectives can be challenged with facts and evidence.

“President Tinubu did exactly that, responding point by point to the issues they raised. On the bishops’ demand for the return of schools to their owners, the President was surprised that such an issue could be tabled before him, as it is a matter for the states to resolve, in line with our Constitution. So, he asked the bishops to take the matter to the governors and reminded them he returned mission schools in Lagos State (to their original owners) when he was (the) governor.

“The President argued that the bishops’ characterization of the country’s current condition was incomplete and, in several respects, inaccurate. He pointed to measurable progress on the economic, social, and security fronts. He did not pretend that Nigeria’s problems had disappeared. He acknowledged that significant economic and security challenges remain. His point was that the country has emerged from ‘a dark tunnel’, that his administration has laid the foundations for recovery and that the next phase is to ensure the greatest number of Nigerians feels the gains.

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“What the clerics often overlook in these interventions is that governing a country is fundamentally different from shepherding a church. In a democracy, every interest group, including the Catholic Church, has every right to demand more from (the) government. That is part of democratic engagement. But the president of a nation of more than 200 million people is required to make difficult choices every single day. Those choices involve competing interests, limited resources, and imperfect options…There is no president…who can wave a magic wand and make Nigeria’s accumulated problems disappear overnight.

“It is easy to compile a list of national problems. It is far more difficult to acknowledge the disasters that have been averted. Whatever anyone thinks of President Tinubu’s policies, it is impossible to ignore the fiscal crisis he inherited and the measures taken to pull the country away from the edge of a financial cliff. Even the bishops themselves should recognize that one tangible consequence has been the restoration of greater fiscal stability across many states.

“Countless civil servants and pensioners who, for years, endured unpaid salaries and pensions are now receiving them more regularly. That was certainly not the reality in many states from around 2014. Even about four years ago, 27 state governments struggled to meet even their most basic obligations. Many of those civil servants and pensioners are themselves parishioners in Catholic churches. They know, from lived experience rather than official pronouncements, that there has been real relief in the regular payment of salaries and pensions. While this does not erase the discomfort many Nigerians still face, it is wrong to dismiss or ignore those improvements casually.

“So when President Tinubu reminded the bishops of these facts during the meeting, he was not, as Cardinal Onaiyekan later suggested, being aloof or dismissive. He was presenting evidence to support his argument that the country is not standing still. A disagreement over facts should not be interpreted as arrogance. The same applies to security. The bishops declared that Nigeria is bleeding. The President thinks otherwise. President Tinubu did not deny the seriousness of the security situation. Rather, he acknowledged the challenges while outlining the gains recorded by the Armed Forces and intelligence agencies across different theatres of operation…

“Cardinal Onaiyekan’s Arise News interview also reflected a familiar error that many ideological and professional critics make. They often assume that only critics speak truth to power while everyone around a leader is either unwilling or incapable of doing so. It is an attractive narrative, but it is rarely true. What truth does anyone really need to tell President Tinubu that he does not already know? As president, he has multiple channels for feeling the pulse of the country…

“The Catholic Bishops discharged what they considered their moral obligation by presenting their concerns to the president. President Tinubu, for his part, accorded them respect by granting them an audience and responding to every issue they raised. That exchange reflected the civility expected in a constitutional democracy.

“Reciprocity should have dictated that the confidentiality and dignity of that engagement be preserved. As such, it was inappropriate for one of the participants to emerge almost immediately on national television to provide his own version of what was essentially a private conversation with the president…” That was Temitope Ajayi, SSA to the President for President Bola Ahmed Tinubu.

Obligations of confidentiality

I asked Google: Is it appropriate to divulge the specifics of a closed-door meeting without the other party’s consent or prior knowledge? Google: “No, it is generally inappropriate and a breach of professional trust to divulge the details of a closed-door meeting without the other party’s consent or prior agreement. Why it is inappropriate: Breaches trust: Closed-door meetings imply an expectation of privacy and confidentiality so participants can speak freely. Damages relationships: Revealing private discussions destroys mutual respect and makes future cooperation difficult. Distorts context: Sharing only one side of a private conversation often misleads the public or other stakeholders who were not in the room.”

Again, I asked: Was Onaiyekan mandated by the CBCN to address the media after their meeting with President Tinubu? Google: “There is no official indication or report that Cardinal John Onaiyekan was specifically mandated or designated by the CBCN to grant media interviews or brief the press following their meeting with President Bola Tinubu…”

Then I asked: Is Onaiyekan the official leader of CBCN? Google: “No, Cardinal John Onaiyekan is not the current leader of CBCN; he is the Archbishop Emeritus of Abuja and previously served as CBCN president from 2000 to 2006.” The current president of CBCN is Most Rev. Matthew Man-Oso Ndagoso, the Metropolitan Archbishop of Kaduna.

Answering another question, Google described Onaiyekan as “a forthright and consistent critic of President Bola Tinubu’s electoral legitimacy and economic policies…” Arising from the above, we can see that Onaiyekan and Tinubu are no strangers to one another but are “old customers”, so to say!

Neither here, nor there

That said, Onaiyekun enjoys freedom of speech as enshrined in our Constitution, regardless how acerbic or far from the truth those views may be. Tinubu, too, has the right of reply which his being a sitting president does not deny him. Achebe said “Let the kite perch and let the eagle perch too. If one says ‘No’ to the other, let his wing break.” China’s revolutionary leader, Mao Zedong, put it this way: “Let a hundred flowers blossom, let a hundred schools of thought contend.” Scriptures cap it all in Proverbs 11: 14 thus: “Where no counsel is, the people fall: but in the multitude of counsellors there is safety.”

Tinubu’s man described the president meeting with the bishops as a privilege; no, it wasn’t! It was their right – and the president’s duty. There is nothing “gracious” in it; it is an obligation duly discharged.

Onaiyekan, however, ought to know that closed-door meetings should be accorded the confidentiality they deserve. To break this important rule is to burn bridges and destroy trust. As journalists, we do not rush to press with information gotten from such sources; we store them to be discretely leveraged in future.

That Onaiyekan was not specifically mandated by the CBCN to speak on its behalf makes his case worse. If it was so important for the bishops to speak, why not their president?

It is not everyone that understands the nuances of Nigeria’s prebendal politics. Femi Adesina, media adviser to President Muhammadu Buhari, said they were flying with Buhari when news of Tinubu’s “O lu’le” atomic bomb dropped on Buhari at Abeokuta reached them. Who was detailed by Buhari’s kinsmen on the same flight to break the news to Buhari? Adesina! Why him? And, now, why Onaiyekan? Dirty jobs reserved for who?

* Former editor of PUNCH newspapers, Chairman of its Editorial Board and Deputy Editor-in-chief, BOLAWOLE was also the Managing Director/Editor-in-chief of The Westerner news magazine. He writes the ON THE LORD’S DAY column in the Sunday Tribune and TREASURES column in New Telegraph newspaper on Wednesdays. He is also a public affairs analyst on radio and television.

 

Onaiyekan: Is Tinubu insensitive to Nigerians’ plight? By Bolanle BOLAWOLE

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