By: Mercy Peter
The Director General of the National Orientation Agency, Malam Lanre Issa-Onilu Wednesday announced that the agency is undergoing a revamp.
Issa-Onilu said the essence is to reposition the agency to champion national value orientation..
This is as he also expressed regret over past governments neglect of the agency.
The NOA boss who spoke on Wednesday at the agency organised Extended Management Retreat, said the agency aimed to projects and lead Nigeria’s quest for a common national identity through value orientation.
He stressed that NOA recognises the need to bridge the gap and establish an open dialogue with the public.
He said, “Over the past ten months, we have diligently revamped NOA’s structures and platforms. This was a crucial step in revitalising our personnel and tools, which had been adversely affected by years of government neglect.
” It’s disheartening that such a vital institution was allowed to languish, but we are now on the path to rejuvenation, filling us all with hope and positivity.
“NOA is undergoing a significant restructuring and demonstrating its adaptability to the changing population landscape.
“Nigeria had a more balanced demographic during the MAMSER era. However, in the last three decades, the Nigerian demographics have shifted dramatically, with youths 45 years and below constituting 93% of the country’s population.
“This profound shift has not gone unnoticed by NOA, and we are actively adjusting our strategies to effectively engage this new majority.
“Not only are the youths in the dominant majority now, but they are also in control of the new media. The new channels of engagement and networking come with a new level of empowerment and control that did not exist in 1991, MAMSER. No YouTube, Facebook, Twitter, Instagram, TikTok, Linkedln, or other communication vehicles existed when MAMSER reigned. Communication was linear, distinguishing between those who generate and disseminate content and those who receive it. Not even the now-popular radio phone-in was in existence.
“The ownership structure was clear-cut. Publishers and proprietors of the media were distinct, with government media more dominant, especially in the broadcast sector.
“Today, not anymore. Anyone can be a player in content generation and deployment, giving the youth and the public a voice and a platform to be heard.
“The challenge for an agency like NOA comes with the new, almost unfettered citizens’ access and control. The era when MAMSER staff could go around the communities with public address systems mounted on their vehicles appears now ancient.
” The media landscape is different. The audiences’ tastes are diverse. The communication tools are innumerable. It is a paradigm shift. The beats have changed; the dancing steps are out of tune unless they adjust to the new rhythms.
“Considering the new realities, NOA has been proactive in the last ten months, embarking on massive retooling and building on the foundation the past DirectorGenerals laid.
” We understand the need for modern platforms that can assist us in interacting with Nigerians. Towards realising this need, on Wednesday, March 20, the Hon. Minister of Information and National Orientation, Alhaji Mohammed Idris, launched the NOA mobile app, Mobiliser, in Kano. The Mobiliser has many crucial features for engaging with Nigerians, particularly the Nigerian youths. The Mobiliser app, available for download on both the Play Store and Apple Store, has also strengthened our ability to deliver on our mandate to generate citizens’ feedback for the government.
“The new NOA television and radio studios are also ready. The studios will enhance our capacity to produce news, features, analysis, and sectoral programmes on government policies. The Explainer newsletter is another engagement platform that NOA has implemented in the last four months.
“Taking advantage of our presence in every corner of the country, we have built enormous data resources. For instance, we have the contact details of thousands of chairpersons and secretaries of trade, artisanal, community development organisations, and civil societies in all the local government areas, through whom we are reaching their numerous members, such as the yam sellers, onion sellers, farmers, barbers, tailors, electricians, auto mechanics, carpenter, okada riders, vulcanisers, etc.).
” We are soon to commence the deployment of strategic audiovisual materials on government policies and programmes targeting millions of members of these associations in different languages.
“But we are even further ahead in applying modern technologies to enhance our work. On July 1, we launched NOA’s Artificial Intelligence Voice and Chat Assistant, CLHEEAN. CLHEEAN is an innovative solution to the challenges posed by the new media landscape. It is an acronym for NOAs thematic activities on Crime, Lawlessness, Health, Education, Environment, Abuse, and Nationalism.
“It encapsulates NOAI s commitment to tackling various issues that would clean Nigeria of societal and behavioural ills. Beyond this, CLHEEAN is an alter ego of the ideal Nigerian who will be with us to help understand NOA’s activities, what our government is doing, and how we can get involved.
“We believe that by providing this platform for engagement, we are not just informing but also valuing the input and participation of every Nigerian.
Nigerians can engage and interact with CLHEEAN.
“CLHEEAN can answer questions about government policies, programmes, and projects and provide information about citizens’ rights and responsibilities.
“CLHEEAN is on your mobile devices and computers to meet your information needs. CLHEEAN is an ideal citizen and soon-to-be-launched Superhero who will demonstrate what it is like to be a real Nigerian.
“So, we have done audience analyses, identified the media habits of each segment, and developed the media vehicles to deliver government messages. Our actions are based on a comprehensive communication audit to ensure effective and accountable communication.
“We have robust systems at NOA to support President Bola Ahmed Tnubuis administration in delivering the Renewed Hope agenda and mobilising Nigerians to support the National Identity Project (NIP). The weeks and months ahead will show that NOA is committed to a brighter future for Nigeria.
“Distinguished ladies and gentlemen, in line with the Renewed Hope Agenda of President Bola Ahmed Tinubu, we have instituted a profound value orientation policy. The National Identity Project (NIP), a springboard for our country’s socioeconomic and political transformation, has been implemented. NIP embodies the National Values Charter (NVC), with its twin components of The Nigerian Promise and the Citizen Codes, the “7 for 7” reciprocal commitments of the country and the citizens. We have also developed seven socialisation processes.
“The need for a national value system that clearly defines a Nigerian’s personality speaks to the psychological needs of the citizens, who must be emotionally connected to the country This is what the National Values Charter seeks to achieve. Actual development cannot occur unless the citizens have a shared positive sentiment, and there cannot be a shared positive sentiment unless the country motivates the citizens’ beliefs and patriotism.
“There are two significant differentiators between past and present endeavours. Firstly, the commitment is now a collaborative venture. Unlike in the past, when the country placed the burden solely on the citizens, this time, it is a shared responsibility between our nation and its citizens.
“Secondly, the current effort is not a fleeting government policy. It is meticulously designed with institutional structures for a lasting implementation, a testament to our collective dedication. At NOA, we have meticulously crafted seven value orientation programmes, each with a specific focus and purpose.
“This year, we are set to deploy four of these impactful programmes.
We are excited about what is coming. NOA’s enormous infrastructure across the country is being revived for optimal performance. Our focus in all of these is to institute a direct line of communication between the government and the citizens.
“NOA recognises the need to bridge the gap and establish an open dialogue with the public. Through some initiatives the NOA has recently taken, we seek to foster an interactive approach, allowing citizens to voice their concerns, provide feedback, and create parameters to hold both the leadership and the citizens.”
Senator Kenneth Okonkwo, Chairman, Senate Committee on information and National Orientation urged the agency to march into the realm of time in its efforts at sensitising the populace.
He assured the agency of National Assembly’s support in its efforts to re-orientate the country.
He said: “But I must tell you one thing, Director General, we must march into the realm of time. The reality is we are in the digital age, irrespective of the fact we embark on the house to house campaign and sensitization, we must have to take advantage of the digital world that we find ourselves today and use that platform to disseminate information.
“Having said all that, you still have a lot of work. Because as you engage in the public, you have to devise a feedback mechanism to the country, to the executive. Where you get information from the masses nobody needs.
“I mean engaging them and transferring that to the executive. Meaning that I would be recommending in this retreat, that you have to study your Act that established the agency so that you can enlighten the people.”
The lawmaker stressed,”the field you play in is very dynamic. What you are doing is human rights. So let this retreat take it out and study.
“Let it be one of your primary objectives that you have to look at your proposal. Bring up your proposal to the National Assembly. I assure you that we are going to do the work.
“This is what we are going to do, all your work. You have so many innovations in the agency. Most of those you can’t function without an act that can give you the enabling power to really function effectively.
“And I want to assure the National Assembly is there to give you the support.
Prof. Jerry Gana and other past Director General of the agency also spoke about the importance of NOA in national reorientation.
Gana warned that the media space has become dynamic, which demands that the leaders of the agency at various level must be role model.
On their part, Prof. Tony Eredia and Alhaji Idi Farouk urged the agency to work on its strength, which is the house to house campaign to push through government policies and programmes among the populace.
Mike Omeri also a former DG of the agency, however disagreed with Iredia and Farouk, saying the time has changed and NOA also need to measure up to the changing time.
Omeri stressed that NOA should be promoted into a commission and placed under the presidency.
NOA is very important and strategic in the scheme of things, especially in the efforts towards National value reorientation.
He also urged Issa-Onilu to go ahead with his radio and studio programmes which he described as a compliment to the town hall meetings.
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