By Chimezie Godfrey
The Director General, National Orientation Agency (NOA), Mallam Lanre Issa-Onilu has the agency has robust systems at NOA to support President Bola Ahmed Tnubuis administration in delivering the Renewed Hope Agenda.
Issa-Onilu gave the assurance at the flag off of a 3 – day retreat tagged,” Extended Management Retreat On The Vision, Role and Expectations Of The NOA In The Renewed Hope Programme.”
Issa-Onilu said the retreat was organized to enable them strategise and enhance their capabilities through a shared vision, to deliver on their dual mandate of communicating government policies, programmes, and projects and lead Nigeria’s quest for a common national identity through value orientation.
He said over the past ten months, they have diligently revamped NOA’s structures and platforms, adding that this was a crucial step in revitalising th personnel and tools, which had been adversely affected by years of government neglect.
He lamented that it is disheartening that a vital institution as the NOA was allowed to languish, but “we are now on the path to rejuvenation, filling us all with hope and positivity”.
He noted that the NOA was undergoing a significant restructuring and demonstrating its adaptability to the changing population landscape.
According him, Nigeria had a more balanced demographic during the MAMSER era, he however pointed out that in the last three decades, the Nigerian demographics have shifted dramatically, with youths 45 years and below constituting 93% of the country’s population, adding that this profound shift has not gone unnoticed by NOA.
He said they were actively adjusting their strategies to effectively engage the new majority.
Issa-Onilu also hinted that the agency has put robust systems to support the delivery of the Renewed Hope Agenda of Mr President.
He said,”“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.
”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.”
Issa-Onilu said 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 Director Generals 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,” he said.
The NOA revealed the new NOA television and radio studios were 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 NOA’ 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,” he said.
He noted that 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,” he said.
In his remark, the Minister of Information and National Orientation, Alh. Mohammed Idris noted that so much has changed at the Agency.
He commended the new Director-General, whom he said has put in a lot of work to reposition and re-energize the agency and align it with President Bola Ahmed Tinubu’s Renewed Hope agenda, and with the impactful vision of the founding fathers of the agency.
Idris said the efforts of the current were already yielding results and being attested to within and outside the institution.
“The National Orientation Agency no doubt plays a very critical role within the framework of information management, citizen engagement and civic values in Nigeria.
“Since its establishment, the NOA has earned a reputation as one of the most grassroots-oriented public agencies in the country, with unparalleled capacity to disseminate the policies and programs of the federal government while also staying plugged in to the pulse of the citizenry.
“In accomplishing its mandate, the NOA has become one of the most vital and essential tools for shaping national narratives and conversations, promoting unity against a backdrop of diversity, and fostering a sense of inclusiveness and belonging in every part of the country.
“As the world has evolved, especially in the areas of globalization and technological innovation, so have the demands and expectations confronting the NOA. The methods and strategies that may have been essential yesterday may not necessarily be effective today. It therefore becomes very important to stay in tune with the times, and with the attitudes and expectations of all stakeholders.
“I am very pleased to note that the NOA, under the leadership of Mr. Issa-Onilu, has prioritized technology in the work of the Agency, in keeping with the realities of the 21st century.
“The NOA has become one of the most technology-compliant agencies in Nigeria today, taking the lead in the deployment of digital tools and technologies like The Mobiliser App, as well as a well-received Artificial Intelligence platform for civic awareness and engagement, among other initiatives,” the Minister said.
