Rivers: Rebranding ‘#OurStateOurResponsibility’ -Nsirim

Last Thursday, the Permanent Secretary, Rivers State Ministry of Information and Communications, Pastor Paulinus Nsirim, paid a working visit to the Rivers State Newspaper Corporation (publishers of The Tide) to officially launch a new campaign, “#OurStateOurResponsibility”, designed to rebrand and correct the negative narrative by the vocal minority about the state. In this interview with some members of the Editorial Board: Chairman, Goodluck Ukwe; Group News Editor, Nelson Chukwudi; Business Editor, Boye Salau; Group Sports Editor, Gabriel Nwanetanya; and Acting Op-Ed/Features Editor, Arnold Alalibo, last Friday, Nsirim elucidates on the motivation for the campaign, strategy, drivers, goals, stakeholder groups collaborating to achieve desired results, and much more. Head of Photographic Unit, Ibioye Diama, captured the scenes. Excerpts.
We are much aware of the series of branding and rebranding by successive administrations. We recall the last one that the former Commissioner for Information and Communications, Mrs Ibim Semenitari did. It was all about branding and rebranding of the state. How far that one went, we can’t say. So, what is the difference between the new campaign and the one we had in the past?
I will just correct one impression. Rivers State is a brand. Rebranding and rebranding does not exist because you have a brand. What happens concerning the brand is that at every point in the history of the state, new strategies are brought in to promote the brand.
If you take the example of Coca Cola, every day, you see new adverts; it has not changed the brand ‘Coca Cola’. What we are doing now is a new strategy to promote the Rivers brand. And if you ask: what is the difference? I will tell you clearly that the difference will be in terms of the modus operandi of this campaign. We are starting with meeting with the various stakeholder groups as a way of buying into it; because the reason why some campaigns fail is that the major stakeholder groups that are supposed to be part of the campaign are not involved. That is, for example, the reason why we are starting with the media. The media are going to be the agenda setters. The media will be setting the agenda while we begin to engage other stakeholder groups.
It is a campaign that will run in phases. What we are doing now is a kind of advocacy. It is going to have so many levels. That is why this one is different. Before, what we saw is that may be something was launched, now, we are not doing a launching, but we are just saying we are trying to reposition the Rivers State brand and this is the plan, this is the catch phrase.
If you look at the catch phrase: “#OurStateOurResponsibility”, you will understand that this is really tailored to be people-centred. The catch phrase of this campaign alone shows that it is going to be people-centred. When people understand that they are part of a project, implementation wouldn’t be a problem.
Today (last Friday), the governor signed three bills into law. One of them is the prohibition of street trading and others. This campaign will also key into it because it is our state; it is our responsibility to keep the state clean, to be off the streets, to do what is right. You can see that it is a people centred campaign, and because it is people centred, I am very optimistic that it is going to succeed.
You alleged that there are minority vocal groups trying to de-market the state, using some media to paint the state black. What are you doing to reach out to those people and make them part of the campaign?
Everybody will be part of it (campaign). That is why it is going to be in phases. As we finish with the state media houses, we are going to the private media houses in the state. It is also going to take us out of the state to involve the media.
I am proud of the brand. The Rivers brand is one in a million. This is because we are blessed with the natural resources, we are blessed with the infrastructures and we are blessed with a welcoming state. I don’t know anywhere in the world where people are hospitable like the Rivers people. In this state, we are hospitable people. Whatever you talk about a Rivers man, there is a spirit in us that accepts visitors. While growing up, I used to see my mother entertaining visitors with food. If an artisan, wherever he comes from, comes to work for my mother in the village, she would pay him and insist that he eats her food. That is what we are.
Do you also consider the logistics involved in this campaign? Because for me, it is massive!
Yea, it is, but what we have going for us is that presently, His Excellency, Chief Nyesom Ezenwo Wike, the Governor of Rivers State has carved a niche for himself in Governance. It is only a bad product that is usually hard to sell. We have a good brand in the governor himself. He has distinguished himself as a people’s leader. He has demonstrated in the last four years that he has the capacity to give the people of Rivers State good governance, and of course, the numerous local and international awards he has received attest to the fact that this man is really doing the business. We have the goodwill of the governor and we have the goodwill of this ministry. I believe there are many doors you can open in this country today with goodwill and that is in abundance.
Do you also consider the sustainability of this campaign, in case tomorrow you are moved from this ministry to another ministry?
Let me assure you that the various directorates in this ministry are properly positioned for this campaign, perchance I am posted out. Because of the philosophy of this ministry and because the directors in this ministry have already bought into this project, it will be difficult for any right thinking person to abandon it. This campaign just started three days ago, but I can tell you, a lot of people have already embraced it. But I can tell you that even on Facebook, Twitter, Instagram, and Scannews, I was told today, the burse concerning this has been massive. It is only somebody who is insane, that will say a good product like this will not sell.
Gentlemen, I must say, this is a breath of fresh air in the state because it is like people have been looking for a rallying point where they can aggregate their views or opinions. But now, the Ministry of Information is providing that platform for the people to have a voice to tell their story.
Sir, the hashtag, ‘#OurStateOurResponsibility’, can you throw more light on that catch phrase?
Initially, I said that this is a people-centred campaign. If you live and do business here, this is your home; this is your state, and whatever happens here, whether for good or for ill, affects you. So, we all need to work together as people living and doing business here, to promote the interest of the state. Everybody living and doing business here is a stakeholder. I think that sums it: Everybody living and doing business here is a stakeholder, and we all need to realise that when things begin to move in the right direction, because you live and do business here, you will be a beneficiary. And people need to be told that. What is happening now is that some people are behaving like the proverbial monkey that saw trees falling in the forest and was laughing: ‘trees are falling oooh, hahaha’; until all the trees finished falling, then it realised that it was its house that was falling. So, we want to do that re-orientation for people to understand that when you hear anything negative about Rivers State, be concerned because it will affect you one way or the other. Do something to correct that negative impression by cascading the positive aspect of the state.
For record purposes, what informed this advocacy, and why now?
What informed this advocacy is that we in the Ministry of Information and Communications feel concerned that our story as a state is not being heard. Our voice as a people is not being heard. A lot of good things are happening here, but the minority vocal voices are drowning the good things that are happening here. So, we said no, we need to change the narrative. Any sincere person living and doing business here knows that a lot has happened within the last four years. And we are thinking now, the governor is into his second term, we need more people on board the Ship of State, because despite the distractions of the first term, the man was focused to deliver the dividends of democracy to Rivers people. Now is the time, and fortunately, because the governor is a team player, on winning the election, he extended the Olive Branch to the opposition. A few appointments he has made within the last few months, people in the opposition are part of it. So, it is a project tailored to say ‘look, everybody should come on board; we all have a stake, let’s do it together’.
From our understanding, this advocacy is the brainchild of your ministry. What efforts are you making to reach out to other ministries to key in so as to achieve the set goal of rebranding the state?
That is why I said that this is in phases. In fact, informally, I have engaged all the permanent secretaries in the various ministries. Even today, I have posted some information on our WhatsApp platform, and people are reacting to it. The campaign is going to be in phases. The media was chosen first, like I mentioned earlier, to help us set the agenda. Every major stakeholder group will be part of this project in the final analysis.
You have talked of the de-marketing of the state by some disgruntled elements or minority group. Has the government been able to identify this minority group or detractors of the state?
I don’t understand what you mean by if government has identified the people de-marketing the state. You are in the media, and you know these people. It is not difficult for any person with genuine interest in the good of the state to identify them. You know them, and everyone here knows who they are. Rivers people know who they are!
The governor, after the March 9 election, offered the Olive Branch to those antagonists in the opposition to sheathe their sword and join him to build and move the state forward. Do you think between that time and now, those elements are still prosecuting their campaign to de-market the state? Or put differently, do you think this campaign still has something to achieve given that it is expected by now that those antagonists would have changed their strategies, and joined the governor to move the state forward?
Well, you are in the media. I just alluded to that fact. Of course, we all know that they are still de-marketing the state. No one needs to be told that the detractors of the state are still prosecuting their nefarious smear campaign against the state. You can read, see and hear it on all the media platforms: the newspapers, radios, televisions, and even the social media. They are still actively going on with their negative campaign as if it is still business as usual. That is why we are doing this! We need to tell them, and indeed, the outside world and, especially the business community and tourists that a lot of positive things are happening here, and that this state is hospitable, secure and safe for business.
When you have a project of this nature, you also need to localise it and make sure that the rural dwellers are carried along. And because we have a large illiterate population in the rural areas, you are supposed to have an inclusive strategy with special communication module or approach to reach them. How do you plan to sell this Rivers brand to the rural folks to secure their buy-in? Or you want to concentrate your campaign in the urban centres only?
Thank you very much. The various stakeholder groups are involved in this effort, and we can’t list them all here: the traditional institution, market women, artisans, transporters, farmers, fishermen, professionals in various fields, politicians, private and public sector workers, entrepreneurs, small and medium scale businessmen and women, investors, you name them – all stakeholders are important in this campaign, and all will be reached. In fact, we are going to collaborate with all people living and doing business in this state, including corporate bodies and non-governmental organisations to achieve our mandate of making “#OurStateOurResponsibility”.
I have said it before: We are going to engage all stakeholder groups up to the grassroots because of what we are trying to do for this state; we need everybody on board. I told them at Garden City Radio today, that I want posterity to judge us kindly. We cannot stand aloof. We have a heritage as a people. We have a heritage which is rich in culture and tradition. And we have core values as a people. We respect people, especially visitors. We are hospitable and accommodating. We are welcoming and friendly. We like to share whatever we have with others, especially visitors. We are peace-loving and tolerant. And we cannot afford to lose our heritage and values. So, all those stakeholder groups we have in mind are going to be reached with the message of “OurStateOurResponsibility”. They have to buy in, take ownership of it and ensure that they promote the message that our state is our responsibility. They must protect it. They must promote it anywhere they are. It is in phases, and everyone will be reached. And because all of you in the media will be part of it, you will see how the campaign will go, and the tremendous results we will get.
Whenever government comes up with something like this, people are always skeptical. What plans do you have to convince skeptics that this time around, it is for real?
If you followed our conversation, I said that it is only a bad product that is usually difficult to sell. But Governor Nyesom Ezenwo Wike is a good product! One thing you cannot take away from this governor is that he keeps his promises. When he came on board, he promised Rivers people that for every promise he will make, he will fulfill. He also told them that every project of critical importance to their well-being and interest that was abandoned by the previous administrations, he will complete. He has kept faith with those promises. And that integrity and character of His Excellency, the Governor of Rivers State, Chief Nyesom Ezenwo Wike, is a major selling point for us in this campaign.
We are saying to people: we have a Brand in Governor Wike. In the past four years, whatever he said he will do, he has done. Come on board and join him. Yes, skeptics may still be lurking here and there, but every person living and doing business in the state can attest to the fact that he has kept his promises. He has won the confidence and trust of Rivers people. And they believe in him, because he has worked hard to protect and defend their interest at all levels. They know that the man who is saddled with the responsibility as the governor is not somebody who plays to the gallery. He is a man of his words. He walks the talk!
Are you envisaging any challenges in the course of prosecuting this task?
As an individual, I don’t envisage any challenges. Even so, for me, challenges are usually stepping stones. They are opportunities that enable you actualise your ambition. A vision that does not have challenges is not a realistic vision. But if you set your eyes at the goal, those challenges eventually turn out to be stepping stones to success. So, I don’t worry about challenges; I care more about the opportunities that those challenges throw up, and I work hard to take advantage of them to achieve my goals.
First, is on social media. You know that a campaign like this will work perfectly well and reach out to a wider audience, locally and internationally, if you have an active Social Media component. While designing this campaign, did you factor in the social media platforms, such as Facebook, Instagram, Twitter and an effective management system for them? Do you have official social media pages on these platforms specifically dedicated to drive this campaign?
Thank you very much. To allay your fears, I will say yes. We are already working with social media influencers in the state to escalate the advocacy. Some are doing something on Twitter, some on Facebook, and some on Instagram through their own verified accounts and handles. Even the Online Media are also posting some of the things we have done as part of the campaign to help us communicate the message through the Internet. But we have not created our own Pages on Facebook, Instagram and Twitter. That will be done today, shortly after this session. It is important that we create our own official Social Media Pages and Handles for the purpose of escalating this campaign to reach as wide audiences as possible, and also help us sustain it for years to come.
For a campaign like this to succeed, it must have a good trigger and concept, strategy for driving it, set goals, timeline for all the deliverables, and beyond these, it must have a good budget for prosecuting it in order to achieve success, because studies have shown that no campaign succeeds without a robust budget. So, do you have a budget to drive this campaign going forward?
Well, our budget is the goodwill of stakeholders. Our budget is the rich and authentic Rivers Brand. Our budget is the integrity and character of this present administration.
The campaign is built on people. Does the campaign have any measure to identify Rivers people who are involved in one enterprise or the other to project or drive this cause?
Part of the strategy is to create and project Brand Ambassadors. It is part of the strategy. We are going to create brand ambassadors. Not just Rivers people but even visitors to the state and friends of the state. So, it is part of the strategy.
The state under the present administration has been able to host so many events in politics, sports, economy, etc. Will you say that the efforts of the governor have been appreciated?
You should answer that question: If a man gets recognitions locally and internationally saying ‘you are doing well in governance’, what other appreciation are you asking for? It’s clear, at a point, all the major tabloids in this country were falling over themselves to give him awards, because, really, what is on ground, the quantum of what have been pumped into developing this state is legendary. And this is a fact. I say this with a deep sense of responsibility because this is what is on ground. There are those who rule their states on television but when you get there, there’s nothing on ground; not this governor. If he tells you, ‘I will build Fruit Garden Market’, on the next day, the bulldozers move in. If he tells you that ‘I will rebuild Mile One Market’, the next day, the contractors are mobilised to site.
And he is one governor that has said that he will not award a project he would not complete. As he is awarding a project, he is matching it with resources.
In this campaign, is there a role for sports?
Of course, you know that His Excellency is a sports loving governor, and there is no way you will be talking about his achievements as a governor without considering his legacies sports development. That’s why he is the Power of Sports (POS) in Africa. So, yes, sports will be an integral part of the campaign. You see, there are little things that people don’t recognise. You were here when the inauguration match was played; you were there at the stadium, all the notable stars in this country were there. You know, people take this kind of things for granted, you just hear or see that people came, but you won’t go deeper to probe, to ask: why did these people come? It’s just not that the governor is a sports loving governor, he is a man that has won the hearts and goodwill of Nigerians across a broad spectrum. So, even professional footballers, serving and retired are always willing to identify with him. That’s why all the Kanus of this world were here to celebrate the inauguration. And for us, it’s notable because there is no governor before now in this state that had been able to bring all these stars under one umbrella.
After the March elections, the governor was quoted as saying that politics and election were over, and that it was time for governance, and he actually invited the opposition to work with him. In your own assessment as a stakeholder in this administration, how far has this message gone down with the opposition?
It’s an ongoing process. The governor, if you are close to him, you will know that he is a large-hearted person. He means what he says. There are people who speak from both sides of their mouth, but not Governor Nyesom Wike. So, he is engaging every stakeholder to come on board. He means it, that’s why I said earlier, in some of the appointments he has made so far, people from the opposition parties are there. It has never been like that before. Here, it used to be the winner takes it all. But he is demonstrating that sportsmanship because of the kind of leader he is. A people’s leader sees everybody, whether opposition or not as his people. He means it when he says elections are over, and it’s time for governance, and governance in the state is for all Rivers people.
Just recently, the governor also said there are people who are getting sleepless nights just to make sure they pull down the government … Cuts in…
That doesn’t change his position that he has offered the olive branch. It doesn’t change that position. If that position changes, he will say it. But knowing his character, he has not changed that position.
From the body language, it is like those people are not really willing to come up?
You are the one saying the body language. A lot is happening. If you are conversant with governance, you will see that there are so many people that are hanging around Government House that were not there.
Let me take you back to the brand name. Don’t you think that “MyStateMyResponsibility” should have personalised the brand better than “OurStateOurResponsibility”?
“Our” is better, because if you say, “My” state, non-indigenes will be excluded. They will now say it is for Rivers people. But “Our” is for everybody living and doing business here. It is well conceived.
The brand campaign touches on cleanliness and neatness, taking Port Harcourt back to the glory of Garden City it was known for. And given that the Assembly has just passed a bill concerning street trading, what measures are you taking to cushion the effects?
The truth of the matter is that people have a penchant for disobeying the law. You live in Port Harcourt. Go to Creek Road Market, the stalls are empty but people are on the streets. It is a statement of fact. Now, the governor was saying today that the excuse people still hold is that they want to survive. Are you aware that most of the people that litter the streets of Port Harcourt come from neighbouring states that do business here, and then, jump into the bus later on by six o’clock and go back? We can’t afford to have that kind of system. Let me assure Rivers people that the governor has the political will to implement it. That’s why a law has been passed, and assented to today.
Already, 450 persons have been profiled by the Nigeria Police that will serve as taskforce police and they are going to work in two shifts, from morning till night. It is the first time in the history of this state that that kind of strategy will be used. The governor is saying if you want to do business, for example, somebody wants to sell cars, you come to the road. He says if you want to sell cars acquire a land, partition it, fence it out and sell your cars there. The streets should not be places where people would just come and litter. And so many things also would be happening in the area of environmental sanitation.
The challenge we have in the State is that people have the habit of polluting their environment. I was sharing with a few people the other day and I said to them we all were here when ‘War Against Indiscipline’ was launched in this country. You can’t just go anywhere and urinate no matter how pressed. You would queue. That’s where the queue culture became very strong in this country. You can’t just after eating your banana or whatever you are in a moving vehicle, you throw it away. What was it that made it work? It was the political will.
This government has the political will and in the next few weeks the results will begin to show, because there will be mobile courts. People will be tried summarily. If it is option of fine, you pay. If you can’t pay the fine, you go to prison. By the time one or two people go to prison, you will not see anybody on the road. And that is the kind of language Nigerians understand. This is a very beautiful city. We didn’t have it like this before. Port Harcourt used to be called Garden City.
Now, people want to turn it to Aba, and we can’t afford to do that. We are lucky in this State. Mile One Market is there, Mile Three Market is there, Creek Road is there, Town Market is there. I hope we know that there is a Town Market? It is there. We have two mechanic villages in this state. A lot of people have forgotten that there is one at Mile Three, there is one at Elekahia. Now, we have motor parks; we have the Abali Motor Park, we have the one at Mile Three and we have some other designated motor parks even outside the city centre. Anybody who is going to run anything to do with that kind of business should go to the designated areas and it is in the interest of the people.
If you go and board vehicles at the designated motor parks, danger is averted because you will not fall into the hands of hoodlums. In those motor parks, every vehicle is registered with the unions. People fall into the hands of hoodlums because they enter into vehicles along the road, and government is saying beyond building infrastructure and also for protection of lives and properties, go to designated places so that your lives will be safe. Do you know how many people whose whereabouts cannot be accounted for? Before in this State, it was difficult for you to see somebody doing ‘Aba, Aba’ along the road. You would go to the park. So, that is it.
What time limit are you giving this campaign, and what will your expectations be in the end?
What we are expecting from this campaign is a total behaviour change in those living and doing business in Rivers State and then also that Rivers State is projected positively to the outside world.
How long will this campaign last?
It is going to last for a long time because the various strategies will be coming in bits as we will be going on. So, I can’t say now it will last for one day, two days, one year or three years because it is something that has to be sustained. My own vision is that even after this government, in the next four years, the next government that comes should be able to have a plan to continue to push this agenda because we have a heritage as a people.