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10 FACTS ABOUT THE HEART OF AFRICA PROJECT


1. OVERVIEW OF THE HEART OF AFRICA PROJECT

The Heart of Africa Project is a cohesive information programme for Nigeria's image management and economic progression. The Project was primarily designed to promote Nigeria's national brand assets but will also tackle many of the negative issues confronting the nation. It will promote businesses, products, people, sports, culture and cities in Nigeria to the world. It will also showcase and buttress Nigeria's pivotal role in Africa’s development, hence the choice of the theme for the programme - Nigeria: the Heart of Africa. The Project recognises that Nigeria’s image is a collective asset and treasure that all Nigerians and friends of Nigeria must nurture, protect, promote and harness. The implementation of the Project is under the auspices of The Federal Ministry of Information and National Orientation.


2. OBJECTIVES OF THE HEART OF AFRICA PROJECT

To ensure that the right information is received about Nigeria, both locally and internationally. To reorientate Nigerians and promote national values. To redefine Nigeria's image and inspire pride in the hearts of her people all over the world. To promote economic advancement and national progression through definite programmes. To enhance the international perception of Nigeria, her people, her economy and the value placed on her products.

3. THE IMAGE PROBLEMS CONFRONTING NIGERIA

The factors that play a role in tarnishing Nigeria's image are known as national brand eroders. While other countries possess brand eroders of their own, they have learnt to also project their positive assets using sophisticated substitution methodology. In Nigeria, our brand eroders are advance fee fraud (a.k.a. 419), corruption, drug trafficking and the like. However, our chief brand eroder is 419. What is amazing about the 419 phenomenon is that it is essentially a 0.00125% problem. The total population of Nigerian 419 practitioners is just a few thousands. Yet their activities impact the lives of 99.99875% of the population.

4. SOLUTIONS THAT HAVE BEEN PROFFERED

Extensive research identified fourteen brand assets that Nigeria can market and project to the world.

Following the brand asset audit, a detailed 6-pronged implementation framework was designed.

5. REORIENTATION PROGRAMME (PRIDE)

PRIDE, an acronym for Patriotism, Resourcefulness, Integrity, Distinction and Enterprise, is the theme for the internal orientation aspect of the Heart of Africa Project. This programme is largely domestic in nature and will promote wholesome Nigerian values, love of country and unity. It will inspire enterprise and purposefulness in Nigerians and motivate Nigerians to aspire, dream and achieve. Importantly, the PRIDE programme will also work with critical institutions like the Police, Customs, Immigration and Civil Service to actively promote through their work, the correct perception of our country and people.

6. WHAT HAS BEEN DONE SO FAR

A logo and theme - The Heart of Africa have been developed and adopted by the Federal Government. Implementation initiatives have been developed to drive external campaigns. They comprise advertisements, road shows, web strategy, events & symposia, press & media relations, publications, documentaries and business diplomacy initiatives. Major centres for international deployment have also been identified. An implementation programme for the reorientation programme (PRIDE) has been designed. On the 25th of January 2005, A core Business Support Group (BSG) was inaugurated by Mr. President to drive private sector participation. Buy-in and support for the project have also been obtained from various groups including the media, business class and Government. The Heart of Africa Project is long term in nature and the first phase will span 4 years. It is expected that much of the foundational work will be accomplished within the first year while the next 3 years will be spent consolidating.

7. SCOPE OF INVOLVEMENT

The Heart of Africa Project is a public/private sector effort. It is a national programme that will require the wholehearted participation of all Nigerians. Public sector participation will be coordinated by the Federal Ministry of Information and National Orientation with the collaboration of several other relevant ministries and agencies, as well as the direction of the Presidency. Private sector participation will be driven by the Business Support Group.

8. THE ROLE OF NIGERIANS

Our national image is a natural resource that should be nurtured, protected and promoted. The Heart of Africa project benefits ALL Nigerians directly or indirectly. Any investment in Nigeria’s positive image benefits our people, our business, our tourism and other assets. We should therefore put all hands on deck to ensure its success.

9. WHAT THE HEART OF AFRICA PROJECT IS NOT

It is not an image laundering exercise; it does not seek to deny reality but to present the other side

It is not a project about Government or propaganda on Government's accomplishments It is not an attempt to promote individuals

It is not a programme designed exclusively to woo foreign investors

It is not a political manoeuvre

10. EXPECTED OUTCOMES

We expect that over time, following the implementation of the Heart of Africa Project, Nigeria's image will be transformed and remolded while the economic and social benefits to the nation will be measurable, palpable and geometric in proportion.
 http://www.heartofafrica.net/ten_facts.htm

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