a systematic approach towards the reorientation of nigerian values

A Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011

A Systematic Approach Towards the Reorientation of Nigerian

Values

Ade Adekola CEO Leidenschaft Venture Partners


Preamble: Values are deep seated beliefs that influence people’s actions and the rules by which they make decisions within their society. Values influence attitudes, which in turn determine the prevailing mindset held by individuals. In the words of Albert Einstein: “weakness of attitude becomes weakness of character”. The mindset determines thought, which governs behavior, which in turn, over time, shapes the national culture. Culture differs from tradition. Culture is always evolving against the background of tradition and is influenced by archetypal values (a common denominator of values which all citizens sub-consciously strive towards) which steer individual attitudes and thus their ultimate behaviors.


Several societies have overtime created their own “Archetypical Values”.

Puritan and pioneer morality:

The world is made up of people who are good and bad, foul and fair. You are either one of the good guys or you are one of the bad guys. If you are not with us, you are against us.

Value of the individual: Success occurs at the level of the individual. People should not have to fight for their rights. The government should protect the rights of the individual, not the other way around.

Achievement and success:

Success is measured by the accumulation of power, status, wealth and property. What you already have is not as important as what you continue to accumulate.

Change and progress:

Change is inevitable. Progress is good and leads to success. If you do not keep up, you will fall behind. Newer is always better. The next version will be better than the last.

Ethical equality: All people are equal, both spiritually and in the opportunities they deserve. This includes differences in race, gender, disability, age, sexual preference and so on.

Effort and optimism: Hard work and striving is the key to success. The great American Dream of fame and fortune comes to those who work hard and never give up.

Efficiency and pragmatism:

Solution is more important than ideology. Utility is more important than show.

For example, the United States has seven archetypal values – they are reinforced in all aspects of its society.


This presentation provides in overview a five stage process / framework for DEFINING and ultimately SUSTAINING a set of Nigerian Archetypal Values.

Stage 1 Research existing values to define a framework for change.

Stage 2 Build new, strong and compelling stories, myths and scenarios to seed and steer change.

Stage 3 Produce several types of communication in forms easily digested by different members of the populace.

Stage 4 Disseminate the material using social media and other types of viral channels.

Stage 5 Build institutions to sustain the change.

Objectives of stage Stage RESEARCH

BUILD

PRODUCE

DISSEMINATE

SUSTAIN


STAGE 1. RESEARCH CONSISTING OF 11 STEPS

STAGE 1. RESEARCH

Research follows a well known and defined model of data gathering, synthesizing the information to glean fundamental insights and then creating a framework to direct analysis. It ends with the definition of a strategy to roll out value change initiatives to different groups. Stage 1 is made up of 11 incremental steps: Outlined diagrammatically on the next two slides.


1. DEVELOP HYPOTHESIS 2. SEGMENTATION 3. FIELD RESEARCH

4. BUILD FRAMEWORKS 6. SYNTHESIS / FILTER 5. TEST / FEEDBACK


9. DEFINE CHARACTER TYPES

10. DEFINE ROLL OUT STRATEGY

7. IDENTIFY MINDSETS 8. TEST / FEEDBACK

11. PRESENT FINDINGS


STAGE 2. BUILD CONSISTING OF 8 STEPS

STAGE 2. BUILD

The Build stage is focused on creating new character Archetypes around which contemporary myths will be formed. Stories will be written which build on Nigerian tradition. Scenarios will be created which allow the different groups identified in the research stage to buy into them. Stage 2 is made up of 8 sequential steps: Outlined diagrammatically on the next two slides


1. ANALYSE TRADITIONAL MYTHS /STORIES

3. DEVELOP MORDEN CHARACTER TYPOLOGY

5. DEVELOP SCENARIOS TO SEED CHANGE

2. IDENTIFY INFLUENCE CHARACTERS

4. TEST / FEEDBACK 6. TEST / FEEDBACK


7. DEVELOP CONTEMPORARY MYTHS / STORIES

8. PRESENT FINDINGS


STAGE 3. PRODUCE CONSISTING OF 11 STEPS

STAGE 3. PRODUCE

Produce: once we have our stories and scenarios from the build stage we then need to focus on turning them into compelling communication material targeted at the appropriate audiences. Collaboration with world class communication specialists to create films, animations, games and media slogans becomes essential. Stage 3 is made up of 11 sequential steps: Outlined diagrammatically on the next two slides


6. PRODUCE DOCUMENTRIES

4. PRODUCE RADIO JIGGLES / SHOWS

3. PRODUCE SHORT FILMS 1. COLABORATE WITH INDUSTRY EXPERTS

2. PRODUCE SLOGANS / ADVERTS

5. PRODUCE ANIMATION / COMICS


7. PRODUCE BOOKS

10. TEST / FEEDBACK 11. PRESENT FINDINGS

8. PRODUCE GAMES 9. DEFINE TARGET AUDIENCE


STAGE 4. DISSEMINATE CONSISTING OF 12 STEPS

STAGE 4. DISSEMINATE

Disseminate, seeks to utilize viral communication strategies to facilitate rapid spread of the material created in stage 3. Social media as well as other technology enabled channels will form a central part of the dissemination strategy. The aim is to influence both subtly and directly the audience/groups identified in stages 1 and 3. Stage 4 is made up of 12 sequential steps: Outlined in the next two slides


1. PLAN VIRAL CAMPAIGN 2. NEWSPAPERS 3. RADIO

4. BROADCAST TV / CABLE

5. SMS / SMART PHONES 6. POD CAST


7. BLOGGERS 8. SOCIAL NETWORKS 9. FILM PLACEMENT

10. EDUCATION CURICULUM

11. INTERNET CLICK THROUGH

12. TEST / FEEDBACK


STAGE 5. SUSTAIN CONSISTING OF 6 STEPS

STAGE 5. SUSTAIN

The Sustain stage aims to create several means of ensuring that the Archetypal Nigerian values once created will be long lasting and effective in shaping peoples behaviors positively. Here we advocate the creation of a national archive and institute to perpetuate some of the initiatives outlined above. Measurement will ensure and guide tweaking of the initiatives. Stage 5 is made up of 6 initiatives/steps: Outlined diagrammatically on the next slide.


2. CREATE NATIONAL INSTITUTE

3. CELEBRATE THROUGH ANNUAL FESTIVAL

4. REINFORCE THROUGH ANNUAL COMPETITION

6. TEST / MEASURE

1. CREATE NATIONAL ARCHIVE

5. REINFORCE THROUGH ANNUAL AWARDS


FIVE STAGE MODEL

For Reorientation of Nigerian Values

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a systematic approach towards the reorientation of nigerian values

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