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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Opinion

OPINION: Who Still Needs the NYSC? — By Bola Bolawole

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Bola Bolawole

OPINION: Who Still Needs the NYSC? — By Bola Bolawole

The recent abduction of National Youth Service Corps (NYSC) members travelling from Ibadan, Oyo State, to orientation camps in the South-East and South-South has once again raised a difficult question: does Nigeria still need the NYSC in its present form?

The question is not new, but the latest incident has made it more urgent.

On October 1, two buses conveying NYSC members and other passengers from Ibadan to Uyo, Akwa Ibom State, and Bende, Abia State, were attacked by suspected armed men in Imo State. The police subsequently reported that 10 victims had been rescued, while efforts continued to establish the exact number of people still in captivity.

If the abducted young Nigerians travelled from Ibadan, some of them could be from Oyo and neighbouring South-West states, although victims may also have come from other parts of the country. The incident should therefore concern Nigerians collectively.

Governors whose citizens are affected should not leave the matter entirely to the Federal Government. Even where they do not directly control the police or military operations, they can support affected families, communicate with them and provide whatever assistance falls within their powers.

Questions over police handling

There are also serious questions about how information concerning the operation was handled.

The Imo State Commissioner of Police, CP Audu Bosso, disclosed that security operatives had located the kidnappers’ camp but were unable to immediately advance because intelligence indicated that the area had been mined with explosives. He also spoke about the use of drones and preparations for further operations.

That raises an important question about the disclosure of sensitive operational information while a rescue operation is still ongoing.

Security agencies must communicate with the public, but such communication should not inadvertently expose operational strategies, locations or vulnerabilities that could assist criminals.

The media, too, must exercise responsibility. The desire to break news or attract traffic should never override the safety of victims or security personnel.

Why was NYSC established?

The National Youth Service Corps was established by Decree No. 24 of May 22, 1973, following the Nigerian Civil War.

According to the NYSC, the scheme was created to promote national unity and develop common ties among Nigerian youths. Its broader purpose was to encourage young Nigerians to serve communities outside their immediate cultural and geographical environments.

The idea was understandable.

Nigeria had just emerged from a devastating civil war. The wounds were still fresh, distrust among different sections of the country was considerable, and there was an urgent need to rebuild bridges.

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The NYSC was therefore conceived as an instrument of reconciliation, integration and national development.

But more than five decades later, we must ask whether the circumstances that gave birth to the scheme still exist in the same form — and whether the scheme is achieving its original objectives.

Fifty-three years later, what has changed?

The NYSC has undoubtedly produced benefits.

Millions of young Nigerians have lived and worked outside their home states, interacted with people from different ethnic and religious backgrounds and contributed to communities through their primary assignments and community development projects.

For many Nigerians, NYSC remains one of the few institutions where young people from different parts of the country experience Nigeria beyond their immediate environments.

But the challenges have also become enormous.

Over the years, corps members have died in road accidents while travelling to their places of primary assignment or during their service year. More recently, insecurity, terrorism, banditry and kidnapping have introduced an additional and frightening dimension to the risks confronting young Nigerians serving their country.

The latest abduction therefore forces us to ask:

For how long should young graduates be compelled to travel long distances and serve in places where their safety cannot be guaranteed?

And more importantly:

Is the present structure of the NYSC still the best way to promote national unity?

Has the NYSC achieved its central objective?

After more than five decades of the NYSC, Nigeria continues to struggle with ethnic suspicion, regional grievances and demands for greater autonomy or restructuring.

The emergence of groups such as MASSOB and IPOB in the South-East, alongside various self-determination and restructuring movements in other parts of the country, suggests that the challenge of national cohesion has not disappeared.

The South-West, too, has witnessed the emergence of different groups advocating varying forms of restructuring and self-determination.

These developments do not necessarily mean that the NYSC has failed. National integration is far more complicated than a single government programme.

But they should compel policymakers to examine whether the original model remains adequate for today’s Nigeria.

Reform rather than sentiment

The answer may not necessarily be to abolish the NYSC overnight.

There may be a strong case for fundamentally reforming it.

A modern national service programme could place greater emphasis on skills acquisition, technology, entrepreneurship, healthcare, education, disaster response and community development.

The compulsory nationwide posting system could also be reviewed, particularly where security conditions make deployment dangerous.

Nigeria should not continue doing something simply because it has been done for 53 years.

At the same time, we should not discard an institution simply because it has weaknesses. The real question should be: what works, what no longer works, and what should replace it?

Time to rethink government agencies

The NYSC debate should also be part of a broader conversation about the cost and effectiveness of government institutions.

Nigeria has numerous Ministries, Departments and Agencies whose functions sometimes overlap, while some institutions have become largely ineffective.

The Federal Government should therefore revisit recommendations on restructuring and rationalising government agencies, including the Oronsaye reforms.

The objective should not merely be cutting institutions for the sake of cutting them. It should be about creating a leaner, more efficient government that delivers better services to Nigerians.

Who still needs the NYSC?

That is ultimately the question.

The NYSC was born out of the circumstances of post-Civil War Nigeria. Its founders wanted young Nigerians to develop common bonds and a stronger sense of national identity. Those objectives remain desirable.

But the Nigeria of 2026 is not the Nigeria of 1973.

Our security challenges are different. Our population is different. Our economy is different. Our young people face different challenges. Technology has transformed communication and interaction.

The government must therefore have the courage to ask whether the NYSC should continue unchanged, be radically reformed, or eventually replaced with a more effective national service framework.

What we cannot continue to do is expose young Nigerians to avoidable danger simply because a policy was created more than half a century ago.

National unity is important. But so is the safety and dignity of the young Nigerians who are expected to serve the nation.

Bola Bolawole, a former Editor of PUNCH Newspapers, Chairman of its Editorial Board and Deputy Editor-in-Chief, writes columns for Nigerian newspapers.

Source note: The opinion is adapted for Newstrends.ng from Bola Bolawole’s October 7, 2026 article. The NYSC’s official account confirms that the scheme was established by Decree No. 24 of May 22, 1973, principally to promote national unity and common ties among Nigerian youths.

OPINION: Who Still Needs the NYSC? — By Bola Bolawole

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Opinion

Nigeria — My Country of Destiny

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Nigeria — My Country of Destiny
Mrs Bolatito Ajibode

Nigeria — My Country of Destiny

A speech delivered by Mrs Bolatito Ajibode, Convener, Independence Day Fiesta, at Landmark Events Centre, to mark Nigeria’s 66th Independence Anniversary

Nigeria is my country of destiny.

It is not a coincidence that I was born here. God had me in mind when He blessed this land.

It is not a coincidence that this prosperous land is populated by people of different cultures; hence, our tongues and tribes differ. We call it PRODIVA — Prosperity in Our Diversity.

The Lord finished the work of creation and should be praised for loading us with the benefits of arable soil, mineral-rich land, solid minerals, oil and gas, and a market of over 200 million people. Many are yearning for these endowments and have come to our land to explore and exploit them.

Our endowments are beckoning on us for exploration. The few who have taken up the challenge, like Dangote, are smiling to the bank by converting our huge deposits of limestone into cement and refining our crude oil into petroleum products. He has taken Nigeria to the global stage, and we are all proud of him as our brother.

We, however, need more Dangotes.

Last year, we had our maiden edition at Muri Okunola Park, where we challenged ourselves to do more by building a side hustle in addition to our 9-to-5 jobs.

We urged ourselves to:

  1. Start small from where we are and grow.
  2. Explore the vast resources of this country to create wealth.

I am happy to say that we have positive testimonies from those who have started their side hustles, making extra income and contributing to the total income of Nigeria.

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Having laid a solid foundation last year, our goal this year is to cement it and contribute, individually and collectively, to the per capita income of Nigeria.

The desired growth of Nigeria can only come as we add value to the wealth of the nation in our own little corners.

That is the only variable we can control because the other variable — population — is outside our control.

We are typically excited about our young population and proudly rejoice that Nigeria is projected to become one of the five most populous countries in the world by 2050.

The question we need to ask is: How do we house, feed and clothe this growing population?

Certainly, having a young population is good, but it can also become an easy path to poverty and insecurity if we are not deliberate about growing national wealth and baking a bigger national cake.

Yes, our business environment is tough and unstructured. It raises the entry barrier because many are not ready to weather the storm. Those who are able to stay and thrive in this tough business environment have overcome the challenges, and some of them are here with us today.

A deep appreciation to our keynote speaker, Mrs Chinwe Ezenwa, the Managing Director of Lee Look Bags, who has been in the business of Ankara and Aso-Oke fabric bags for four decades. We look forward to drinking from her fountain of knowledge this morning.

Also in our midst is our brother, Mr Ola Awakan, the Director-General of the Nigerian Tourism Development Authority, who has used literature and poetry to deliver compelling indigenous stories from the heart. He has come with his team all the way from Abuja to honour us.

During the panel session today, we will hear the success stories of our panelists and also interact with them during the networking session.

In line with the theme of the year, we would like us to consider:

  • Low-hanging fruits in our business environment;
  • Low-technology business ideas;
  • Businesses that are authentic and unique to us;
  • Commercialising our indigenous values and ideas in food, clothing, arts and drama.

We need to own and dominate this space!

Today, we have in this room great men and women who have taken these indigenous values and ideas to the global stage.

They will share their PRODIVA stories and inspire us.

I believe their insightful stories will also challenge the invited students from Yaba College of Technology, the University of Lagos and Lagos State University.

The idea is to catch them young. 😍

Please note: the Independence Day Fiesta is not about storytelling alone. We are also going to have fun.

We have about four performances, including spoken-word poetry, drama, drumming, music performances and Naija music with good lyrics.

We will also break out for lunch to enjoy various Naija cuisines.

It is my prayer that, at the end of the session, we will all have our takeaways and begin to water the seed of prosperity in our diversity.

Once again, thank you for coming. Please relax and have fun.

Nigeria — My Country of Destiny

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Fifty Years After “Africa Has Come of Age”: A Personal Reflection on Nigeria’s Silence at the United Nations

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United Nations Security Council (UNSC)

Fifty Years After “Africa Has Come of Age”: A Personal Reflection on Nigeria’s Silence at the United Nations

By Disu Kamor, Executive Chairman, Muslim Public Affairs Centre (MPAC)

There are moments when a nation’s silence says more than its speeches. Last week at the United Nations was one of them. For years, I have introduced myself in rooms around the world as a Nigerian, and I have done so with a certain inherited pride. Not pride in our perfection, but pride in our posture. We were the country that once told the world, at great cost to itself, where it stood. We were the country that severed ties, nationalised oil companies, lost contracts and risked isolation because we believed that freedom in Southern Africa and freedom in Palestine were not foreign causes, but our own.

So when the organisation I chair, the Muslim Public Affairs Centre, issued a press release last week asking why Nigeria’s address to the 81st United Nations General Assembly could not find a single sentence for Palestine, I felt it personally, not just institutionally. Because twelve months earlier, at UNGA 80, Nigeria had not whispered. It had spoken, and spoken clearly. It spoke about the devastation in Gaza. It condemned violence and aggression against innocent civilians. It looked the world in the eye and declared, “without stuttering and without doubt,” that a two-state solution remained the path to lasting peace, and that the people of Palestine are not collateral damage but human beings, equal in worth, entitled to the same freedoms we take for granted. MPAC’s release laid out the record: last year’s clarity, this year’s erasure, the Security Cooperation Agreement with Israel signed quietly in August 2025 in between, the Joint Commission, the intelligence deals, and our three demands — join South Africa’s genocide case at the ICJ, make security cooperation conditional on accountability, and next time nations walk out when Netanyahu speaks, let Nigeria walk with them. I stand behind every word.

But this article is not that press release. This is what that silence has weighed on me as a Nigerian who was raised on the memory of a different Nigeria, and who fears we are now spending down a moral inheritance we did not earn, and will struggle to recover once it is gone.

Fifty years ago this January, a young Nigerian Head of State stood before his fellow African leaders in Addis Ababa and said four words that outlived him by half a century. General Murtala Mohammed, addressing an Extraordinary Session of the Organisation of African Unity convened to decide where Africa would stand on Angola’s liberation, rejected a letter from the American government pressuring Nigeria to side with apartheid South Africa. “Africa has come of age,” he told them. Thirty-four days later, he was dead, assassinated in a coup attempt, having spent the last months of his life turning that declaration into policy rather than leaving it as a line for historians to admire.

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This year, the fiftieth anniversary of that declaration, I watched Nigeria’s national statement at the United Nations General Assembly run to twenty-four paragraphs — Security Council reform, climate finance, artificial intelligence, debt architecture, counter-terrorism in the Sahel — without once naming Gaza, or Palestine, or the two-state solution Nigeria itself had insisted on just a year before. I do not think that is a small thing. I think it is a rupture. I grew up understanding Nigeria as a country that put its resources where its convictions were, not merely its rhetoric. This is not nostalgia. It is documented history, and it deserves to be told again because too few Nigerians under fifty have ever been taught it.

Under Murtala and his successor, Olusegun Obasanjo, Nigeria funnelled oil revenue to liberation movements across the continent — the MPLA in Angola, ZANU and ZAPU in Zimbabwe, the ANC and PAC in South Africa, SWAPO in Namibia. Nigeria led the rejection of South Africa’s Bantustan system at the UN General Assembly in 1975 and donated $500,000 to SWAPO, granting it office space in Lagos. When Obasanjo’s government discovered that Nigerian crude, sold through British Petroleum, was indirectly reaching apartheid South Africa’s refineries, Nigeria nationalised BP’s entire Nigerian operation in 1979 rather than let its oil serve a racist regime even by accident. When Margaret Thatcher’s government moved to ease sanctions on Rhodesia, Obasanjo pulled British contracts from Lagos’s Apapa port and threatened to leave the Commonwealth, pressure credited with contributing to Robert Mugabe’s election victory in 1980. Nigeria went on to chair the UN’s Special Committee Against Apartheid until 1994.

And on Palestine specifically, Nigeria did not merely speak. It paid a real, sustained cost. When the Yom Kippur War broke out in 1973, Nigeria, in solidarity with the Organisation of African Unity and the Arab world, severed diplomatic relations with Israel entirely. That severance held for nearly two decades, across multiple changes of government, before ties were restored in 1992. An entire generation of Nigerian diplomats came of age in a country that had decided that Palestinian self-determination was worth nineteen years of severed ties.

That history is what makes this year’s silence so difficult to bear, because what Nigeria was silent about is not abstract. It is a living catastrophe now in its eighth decade. It began with the Nakba in 1948, when some 750,000 Palestinians were expelled from their homes during the creation of the State of Israel. What followed in 1967, after the Six-Day War, was a military occupation of the West Bank, including East Jerusalem, and the Gaza Strip that has never ended. For fifty-eight years, Palestinians in those territories have lived under military law while Israeli settlers in the very same land live under civil law, their settlements expanding, their roads segregated, their movement controlled by checkpoints and walls. In July 2024, the International Court of Justice declared that this occupation itself is unlawful, that it amounts to racial segregation and apartheid, and that it must end.

Within that occupation, violence has never been episodic. Palestinians remember Deir Yassin and Tantura in 1948, Khan Younis and Rafah in 1956, Sabra and Shatila in 1982, when Israeli forces encircled Palestinian refugee camps in Beirut while allied militias slaughtered thousands, the Ibrahimi Mosque in Hebron in 1994, Jenin in 2002, and the successive wars on Gaza in 2008-09, 2012, 2014 and 2021, each leaving thousands dead, overwhelmingly civilian.

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But what has happened in the last three years has no parallel. Since October 2023, Gaza has endured a war that UN agencies and courts now describe in terms of genocide. In less than three years, more than 65,000 Palestinians have been killed, the majority women and children, and more than 120,000 wounded. Almost the entire population of 2.3 million has been forcibly displaced, many ten times over. The United Nations has documented the systematic destruction of hospitals, of every university in Gaza, of schools sheltering displaced families, of mosques, churches, bakeries and water plants. UN experts, Amnesty International, Human Rights Watch and Israeli human rights groups have documented the blocking of food, water, medicine and fuel as a weapon of war. It is this record that led South Africa to bring its case under the Genocide Convention to the International Court of Justice in December 2023.

And for the first time, accusation has moved to indictment. On November 21, 2024, the International Criminal Court issued arrest warrants for Prime Minister Benjamin Netanyahu and former Defence Minister Yoav Gallant for war crimes and crimes against humanity, including using starvation as a method of warfare, murder, persecution and intentionally directing attacks against civilians. The sitting prime minister of a state with which our government signed a Security Cooperation Agreement in August 2025 is now wanted in 125 member states.

I cannot reconcile the Nigeria under Murtala and Obasanjo with the one that could not find a single sentence for Palestine this year while, rather unbothered, it got busy signing discreet pacts and agreements with an apartheid and genocidal state as recently as March 2026. I cannot reconcile it with the fact that when dozens of nations walked out of the General Assembly hall this year as Netanyahu spoke, Nigeria’s delegation remained seated.

And it was not just any walkout. When the footage came out, it was Africa itself that stood up. South Africa, Senegal, Botswana, Uganda, Namibia, Kenya, Ghana, Angola, Niger, Madagascar, Mozambique, Chad, Central African Republic, Liberia, Eritrea, Lesotho, Eswatini, Equatorial Guinea, both Congos — the Republic of the Congo and the Democratic Republic of the Congo — were among the African countries that walked out or refused to sit through that speech. These are not marginal states. They include countries that fought apartheid alongside us, countries we trained, funded and housed. If Africa has come of age, as Murtala said fifty years ago, then Africa showed it last week. Nigeria, the country that once taught the continent how to stand, chose to remain seated.

I do not say this to manufacture hostility toward any state. Murtala’s generation did not act out of hostility either. They acted out of principle, and they paid whatever price principle demanded. What troubles me is the gap between the courage that generation had when the cost was real, and the caution my generation has settled for now that the cost is merely inconvenient. MPAC’s press release said what needed to be said institutionally. But I wanted to say this as one Nigerian to others: I was raised on the memory of a country that told the most powerful nation on earth it would no longer take orders from anyone. Fifty years later, having watched genocide beamed live on our screens, at the world’s most powerful podium, we managed silence instead.

Let me be clear about what this article is not calling for. It is not a call for Nigeria to once again funnel its oil revenue into the Palestinian cause of self-determination, as we did for Southern Africa five decades ago. The world has changed, and Nigeria’s burdens at home are heavy enough. What this article calls for is simpler and more urgent: that Nigeria remembers that its moral standing is diminishing due to its romance with a state that is considered a pariah by the vast majority of the world’s nations, and finds the courage to re-earn it. A nation does not inherit its moral standing and build on it through immoral dealings with a state openly engaged in war crimes and genocide, and then react with silence on the world stage. It re-earns it, decision by decision, generation by generation. Murtala’s generation earned theirs at real cost — with severed ties, nationalised assets, lost contracts and, ultimately, blood. They did not do it for applause. They did it because they understood that justice could not be seasonal. They did it also for the simple reason that, as Rev. Dr. Martin Luther King Jr. wrote in his “Letter from Birmingham Jail”, “Injustice anywhere is a threat to justice everywhere.” I am not yet ready to accept that my generation should spend that inheritance in silence. And I do not believe most Nigerians are either, if they are given the full record and asked to judge for themselves.

Lastly, what is at stake here is bigger than Palestine alone. It is the independence of Nigeria’s foreign policy itself. That policy must never be outsourced, subcontracted, or dictated by any foreign capital, however powerful. It must be independent of foreign control and influence, and must reflect, first and foremost, the interests, the vision and the values of the Nigerian people. It must draw from the long history of our nation’s reputation — not as a follower of convenience, but as a champion of just causes.

What worries many Nigerians today is the growing impression that our foreign policy is no longer guided by that long, principled history, but is now at the mercy of a few individuals who have prioritised personal friendship and the influence of Israel over Nigeria’s reputation and historical values. When private affinities and lobbying networks begin to shape national statements at the United Nations, when security deals are signed quietly while the National Assembly and the public are kept in the dark, we have departed from the Murtala doctrine. Foreign policy ceases to be Nigerian policy; it becomes the project of a few. Murtala understood this danger when he tore up that letter from Washington. Obasanjo understood it when he chose principle over BP. That is the tradition I am now calling on us to honour, not abandon. Nigeria must return to a foreign policy that is truly Nigerian — independent, people-centred, and anchored in justice.

Fifty Years After “Africa Has Come of Age”: A Personal Reflection on Nigeria’s Silence at the United Nations

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