Slide2: Nigeria: The Heart of Africa Formal Launch in PARIS, FRANCE MARCH13, 2007 2


Slide3: Presentation Outline Image challenges of African nations Image Management Efforts of countries all over the world Nigeria, The Heart of Africa Project


Slide4: Image Challenges of African Nations


Slide5: That Africa has very serious image challenges is no longer news.


Slide6: “Africa has an image problem as a continent of war, famine and disaster, and is labeled with the iconic images of starving African children” Carol Pineau Producer/Director/Journalist, USA World Economic Forum 2005


Slide7: Wars Famine


Slide8: Poverty HIV/AIDS


Slide9: Corruption Low literacy rate


Slide10: Conflict/ Blood Diamonds


Slide11: Civil Wars Child Trafficking


Slide12: However, it is important to note that African countries are not the only ones that have been confronted with image challenges. Consider the following countries and the images they have been associated with in the past:


Slide13: India Challenges Poverty, overwhelming population, dubious business character


Slide14: China Challenges Communism, low quality products


Slide15: Taiwan Challenges Shoddy and low quality products Remember the phrase “Made in Taiwan?”


Slide16: Italy Challenges Corruption, organized crime, the mafia


Slide17: South Africa Challenges Apartheid, HIV/AIDS, rape


Slide18: What are these nations now known for?


Slide19: India 1. IT & service exports 2. Bollywood (2nd largest film industry in the world) 3. Military industrial complexes


Slide20: China World’s fastest growing economy Emerging market Labour pool


Slide21: Taiwan Cutting edge technology, quality exports


Slide22: Italy Fashion, food, cultural heritage & art


Slide23: South Africa Unity and tolerance of the rainbow nation.


Slide24: It is interesting to note that even though reports estimate that about 21.5% of South Africa’s adult populace are living with HIV/AIDS* and the country currently has the 11th highest crime rate in the world**, it is still regarded as a land of relative peace, business prosperity, societal values and progress. South Africa is also billed to host the 2010 World Cup. * AVERT.ORG ** The Economist - Pocket World in Figures (2006 Edition)


Slide25: From the foregoing examples, we can summarize that for any nation to overcome its image problems and succeed within the global marketplace, it must: 1. Successfully deploy sophisticated information substitution strategy which portrays its strengths and downplays its weaknesses 2. Tackle the root causes of its image challenges and put in place structures to overcome them


Slide26: There is also an inseparable link between the image of a country and its business brands. A positive national image is a growth factor for businesses and through strong brands a country can become a major player in the world economy (Cf: China and India).


Slide27: The Nigerian Scenario


Slide28: Between May 20 & 21, 2006, CNN aired a programme on identity fraud: “How to rob a bank”, in which Nigerians in the U.S. were portrayed as fraudulent. In fact it was mentioned that about 40% of Nigerians in the US are fraudulent.


Slide29: On Saturday, 10th February, 2007, CNN aired a report on its interview with a Nigerian militant group – Movement for the Emancipation of the Niger Delta (MEND), this time portraying Nigeria as a terrorist haven, thus battering her already maligned image.


Slide30: Such negative reports create a halo of negativity around Nigeria, which spills over to Nigerians and everyone associated with Nigeria. We do know and acknowledge that over the years Nigeria has had its own fair share of problems and challenges. Consider the following:


Slide31: Challenges 29 years of military rule Corruption Nigeria was ranked the 6th most corrupt country in the world in 2005, by Transparency International.


Slide32: Present challenges statistical analysis shows that it is perpetuated by only 0.001% of the population, the damage to the country’s image is enormous.


Slide33: Focusing only on negative messages & reports however fail to present Nigeria’s myriad achievements and the progress the country has made over the years. They also fail to accurately reflect who Nigeria is and the opportunities that abound in the country today.


Slide34: What does Nigeria represent?


Slide35: Nigeria, my country, is a nation of extraordinary dimensions. It is strategically located at the nexus of Africa and if you can visualize the silhouette of Africa as a gun, then Nigeria is literally and metaphorically the trigger of the continent.


Slide37: Nigeria is the largest market in Africa with over 140 million people. 1 in every 4 Africans is a Nigerian It is one of the foremost economies in Africa and has the fastest growing telecoms industry in Africa with a cumulative growth rate of 192% and estimated mobile subscriber base of 30 million


Slide38: Nigeria has experienced triple-digit telephony growth rates every single year since 2000. In the fourth quarter of 2004, Nigeria surpassed Egypt and Morocco to become the second - largest mobile phone market after South Africa. Tele-density also increased from 0.72 in 2001 to 15.72 in 2005.


Slide39: Nigeria's film industry (Nollywood) is the largest in Africa and third largest in the world, after the Indian and United States markets, with an annual turnover of over 2,000 films


Slide40: Nigeria is the largest oil producer in Africa and the 10th largest in the world. She also has the 7th largest proven natural gas reserves in the world


Slide41: In 2006, The Nigerian economy grew by 7% (GDP growth rate). The non-oil sector especially, agriculture also grew by 7% up from 6.5% in 2005 (almost twice as fast as the oil sector). Other services, also registered double digit growth rates. Inflation rate dropped from 17% (December 2005) to 9% (October 2006).


Slide42: Nigeria has the most profitable Stock Market in the world with an average Return on Investment (ROI) of 31%* between 1995-2005 The Nigerian Stock Exchange (NSE) currently has 288 listed companies with a total market capitalisation of about N5.53 trillion ($43.17 billion) from N1.2 trillion in 2005. *As corroborated by CNN


Slide43: Nigeria is home to many international and global brands.


Slide44: Dimensions & roles


Slide45: Nigeria has constantly been involved in peacekeeping efforts within the Economic Community of West African States Monitoring Group (ECOMOG). She recently expended about $4billon in peace keeping efforts to solve the crisis in Liberia. Nigeria is also a leading player in the Commonwealth and the Economic Community of West African States (ECOWAS).


Slide46: Nigeria has also played important roles in Africa’s development. Of note are: Contributions to Africa’s economic development through the New Partnership for Africa’s Development (NEPAD). b. A very leading role in the abolishment of apartheid and decolonisation of Africa


Slide47: Nigeria has one of the richest cultures in Africa and is steeped in decades of history and heritage dating back to the times of the Nok (500BC - 200AD).


Slide48: It is therefore with deep conviction that we say that Nigeria is The Heart of Africa.


Slide49: Reality is, if we don’t tell the story of our enormous potential and progress, no one will tell it for us!


Slide50: This has informed the need for a cohesive and strategic information programme for Nigeria's image management and economic advancement. That programme is called Nigeria the Heart of Africa Project.


Slide51: The Heart of Africa Project Federal Ministry of Information & National Orientation Federal Ministry of Information & National Orientation Federal Ministry of Information & National Orientation Federal Ministry of Information & National Orientation Federal Ministry of Information & National Orientation Federal Ministry of Information & National Orientation Federal Ministry of Information & National Orientation 51


Slide52: 52


Slide53: In conducting our research for this project, 14 major brand assets were identified in Nigeria.


Slide54: The Heart of Africa Project will ensure that the right kind of information is received about Nigeria, both locally and internationally. On the domestic front, it will also reorient Nigerians and promote national values.


Slide55: Perhaps the most important aspect of the Heart of Africa programme is the internal dimension (tagged PRIDE). P.R.I.D.E is an acronym for: P Patriotism R Resourcefulness I Integrity D Distinction E Enterprise


Slide56: The internal reorientation programme is important because it involves attitudinal and behavioural change. Also, it will help build home-base support for the Heart of Africa project. After all, charity begins at home.


Slide57: In furtherance of the internal reorientation programme (PRIDE) - the Nigerian Mothers’ Summit, held between May 14 –16, 2006 in Abuja. This initiative sought to leverage the critical role of mothers in the development and molding of values in children, to stem the degradation of traditional values in our society.


Slide58: What systems have we put in place to deal with Nigeria’s challenges?


Slide59: The Independent Corrupt Practices Commission (ICPC) has been set up and functioning The Economic & Financial Crimes Commission (EFCC) has been established Over $1b has been recovered and returned to various countries We have witnessed convictions of corrupt top officials and leaders in the public and private sectors


Slide60: A National Working Group on Cyber-crime has been set up to combat the incidence of cyber-crime Nigeria has established collaboration with Europol and Interpol EFCC has a Training and Research Center in Abuja, the only one of its kind in sub-Saharan Africa Nigeria has been delisted from non-cooperating countries by the International Financial Action Task Force


Slide61: The Heart of Africa Project has been launched in London in November 20, 2006. We have secured the buy-in of the Nigerian community in the UK.


Slide62: Also a marketing campaign in the UK has commenced (branding of buses, tubes, escalator panels and the Underground).


Slide65: An alliance was formed with INSODUS (An international body of credible Nigerian professionals dedicated to redefining Nigeria's image) on the propagation of Nigeria’s image in the UK and the US.


Slide69: A nationwide outdoor marketing campaign is also running in Nigeria (including local & international airports). Print advertisements have also commenced.


Slide70: Anti-Crime


Slide71: Anti-Crime


Slide76: The Heart of Africa Project has also been launched in Washington DC (December 4 & 5, 2006), Atlanta, Georgia, USA (February 21 – 23, 2007) and Houston, Texas, USA (February 26 – 27).


Slide77: The country has been actively involved in the following events: The 3rd Meeting of the Honorary International Investor Council, London (June 15 &16, 2006) Honorary International Investor Council (HIIC) (November 27 - 28, 2006)


Slide78: Why launch in Paris, France?


Slide79: France is Nigeria’s 4th largest trading partner


Slide80: Volume of trade between Nigeria and France in 2006 1.37 billion Euros 41% increase over 2005


Slide81: France is Nigeria's 2nd most important investor after the United States judging by stock of total investment in Nigeria.


There are about 132 French companies in Nigeria some of which are:: There are about 132 French companies in Nigeria some of which are: Total Schlumberger Alcatel Elf Michelin Le Meridien Air France PSA Peugeot (PAN) CFAO Mobil Oil Francaise Esso SAGEM ALCATEL Dumez


Slide83: Taking the foregoing into consideration, it is appropriate that the Heart of Africa be launched in the Paris, France


Slide84: In conclusion…


Slide85: “Every person is the creation of himself, the image of his own thinking and believing. As individuals think and believe, so they are!”


Slide86: Reawakening our common sense of identity is critical to how we are perceived by others. Importantly, there is a strong connection between the image of a nation and its economic prosperity and its development. Therefore, I know who I am…


I AM A NIGERIAN: I AM A NIGERIAN I AM ONE OF FIVE AFRICANS I AM A NOBEL PRIZE WINNER AN OLYMPIC GOLD MEDALIST A SOCCER CHAMPION A PRINCE OF THE VATICAN A GIANT OF LITERATURE A MUSICAL ICON MY ROOTS LIE IN THE DUSTY SAHEL OF THE NORTH IN THE RICH RAINFORESTS OF THE EAST IN THE SAVANNAH PLAINS OF THE WEST AND IN THE OIL FILLED SWAMPS OF THE DELTA IN THE WARMTH OF OUR VILLAGES AND VIBRANCE OF OUR CITIES MY STRENGTH FLOWS FROM THE WATERS OF THE NIGER AND BENUE MY JOY SPRINGS FROM THE RUSH OF THE GURARA FALLS AND THE NATURAL WONDERS OF YANKARI


I AM A NIGERIAN: I AM A NIGERIAN I AM THE VOICE OF 250 TRIBES SPEAKING MORE THAN 300 LANGUAGES I AM THE DANCE OF THE CIRCLE OF LIFE I AM THE LAUGHTER OF THE WORLD’S HAPPIEST PEOPLE I AM YOUR NEIGHBOUR I AM YOUR FRIEND I AM A WARRIOR, PRIEST AND KING I AM A MOTHER, TEACHER, QUEEN I AM MY BROTHERS KEEPER I AM A SAGE FROM AN ANCIENT CIVILIZATION NIGERIA IS MY ROCK NIGERIA IS MY HOPE NIGERIA IS MY HOME I AM A CHILD IN ONE OF THE LARGEST NATIONS ON EARTH I AM THE BEAUTY I AM THE VISION I AM THE SPIRIT I AM THE PASSION I AM THE SOUL OF A CONTINENT I AM A NIGERIAN I AM THE HEART OF AFRICA


Slide89: Thank you May God Bless Nigeria