By Ayorinde Ajibola.
The National Orientation Agency (NOA) recently launched the “Nigeria Happens To Me” campaign to redefine the national identity narrative and revive a sense of collective responsibility.
This campaign shifted public perception from passive citizenship to active patriotism, especially during Nigeria’s economic hardship.
The campaign challenges a commonly expressed sentiment among Nigerians: “Nigeria has happened to me.
” This phrase often expresses frustration with systemic failures or personal struggles linked to the country’s socio-political realities”.
By turning this phrase on its head, the NOA’s campaign seeks to inspire a more constructive mindset that Nigeria is not just something that happens to people but something they are part of, shape, and influence daily. Indeed, the core goals must have been to encourage Nigerians to see themselves as central to the country’s progress or decline, foster a sense of ownership and personal responsibility in national affairs, reignite civic values, patriotism, and active engagement in community and national development and counter the widespread culture of blame and helplessness by promoting solution-oriented citizenship.
Launched in 2024, the campaign has sparked essential conversations on social media, with hashtags like #NigeriaHappensToMe trending across platforms.
For many, it has offered a fresh lens through which to view their societal roles—from obeying laws and paying taxes to volunteering, voting, and mentoring others.
However, critics have argued that the campaign must be matched with tangible government accountability to resonate deeply. Concerns have been raised about widespread economic hardship caused by the high cost of food, energy, and other essential things of life in the present government.
The slogan “Nigeria Happens to Me” could effectively reorient the public. It’s a call to action. It recognises that the future of Nigeria is not only in the hands of politicians or public institutions but also in the decisions and attitudes of everyday Nigerians.
The engaging narrative that necessitates this write-up is how the logic of the slogan has been turned into a positive statement, away from its negative connotation.
Similar hostile slogans have been rephrased in other parts of the world to connote a positive change. During the gender-based violence of 2019-2021 in South Africa, the Slogan “Am I Next?” was changed to “I Am the Change”.
In the original context, the phrase “Am I Next?” captured fear and helplessness among women but flipped upside the South African activists began transforming the narrative toward “I Am the Change” and “We Will Rise”, emphasising collective action, male accountability, and community responsibility.
The impact was overwhelming. The shift helped broaden the movement beyond mourning and protest, including prevention, education, and legal reforms. Similarly, some Pan-African women’s rights movements in Kenya twisted the popular phrase “Not Yet Uhuru” into “Uhuru Is Coming.”
The original phrase, “Not Yet Uhuru” (Swahili for “not yet freedom”), was popularised by politicians like Oginga Odinga and later adopted by feminists to highlight that independence from colonialism didn’t automatically translate into freedom for women.
The flipped logic was that New-generation activists reframed it as “Uhuru Is Coming” or “My Uhuru Starts With Me,” pointing to a positive and continued journey toward equality.
The impact was that reframed slogans reflected growing optimism and a personal stake in the freedom struggle, not just political liberation but economic and gender justice.
More examples abound in the US when the slogan “Black is Beautiful” was phrased in the 1960s to counter a negative black connotation.
The original context was that in a racially segregated America, “blackness” was often associated with inferiority.
The “Black is Beautiful” movement challenged this narrative head-on, celebrating African heritage, natural hair, dark skin, and cultural pride.
The impact of this is a redefined identity that has helped inspire the global Black consciousness movement. It was a turning point in affirming dignity and self-worth in a society where black people were systemically marginalised.
“Nigeria happens to me” is a well-crafted slogan, and critical and creative minds are watching how effectively it would change the negative narrative in Nigeria.
Yes, “Nigeria Happens to Me” in a positive light where scepticism would turn into a good reality for the individuals.
Ayorinde Ajibola is a public commentator based in Abuja.
