The document proposes a 5-stage model for reorienting Nigerian values: 1) Research existing values through field work and define archetypes 2) Build new stories and scenarios around modern character archetypes 3) Produce communication materials like films, games to promote values 4) Disseminate materials using social media and other viral strategies 5) Sustain new values by establishing a national archive and measurement programs.

1. A Systematic Approach Towards
the Reorientation of Nigerian
Values
Ade Adekola
CEO Leidenschaft Venture Partners
A Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011

2. Preamble: Values are deep seated beliefs that influence people’s actions
and the rules by which they make decisions within their society.
Values influence attitudes, which in turn determine the prevailing mindset
held by individuals.
In the words of Albert Einstein: “weakness of attitude becomes weakness of
character”.
The mindset determines thought, which governs behavior, which in turn,
over time, shapes the national culture.
Culture differs from tradition.
Culture is always evolving against the background of tradition and is
influenced by archetypal values (a common denominator of values which all
citizens sub-consciously strive towards) which steer individual attitudes and
thus their ultimate behaviors.
A Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011

3. Several societies have overtime created their own “Archetypical
Values”.
For example, the United States has seven archetypal values – they are reinforced in all
aspects of its society.
Puritan and pioneer Value of the individual: Achievement and Change and progress:
morality: success:
Success occurs at the Change is inevitable.
The world is made up of level of the individual. Success is measured by Progress is good and
people who are good and People should not have the accumulation of leads to success. If you
bad, foul and fair. You to fight for their rights. power, status, wealth do not keep up, you will
are either one of the The government should and property. What you fall behind. Newer is
good guys or you are one protect the rights of the already have is not as always better. The next
of the bad guys. If you individual, not the other important as what you version will be better
are not with us, you are way around. continue to accumulate. than the last.
against us.
Ethical equality: Effort and optimism: Efficiency and
pragmatism:
All people are equal, Hard work and striving is
both spiritually and in the key to success. The Solution is more
the opportunities they great American Dream of important than ideology.
deserve. This includes fame and fortune comes
differences in race, to those who work hard Utility is more important
gender, disability, age, and never give up. than show.
sexual preference and so
on.
A Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011

4. This presentation provides in overview a five stage process / framework for DEFINING
and ultimately SUSTAINING a set of Nigerian Archetypal Values.
Stage Objectives of stage
RESEARCH
Research existing values to define a framework for
Stage 1
change.
BUILD
Build new, strong and compelling stories, myths and
Stage 2
scenarios to seed and steer change.
PRODUCE
Produce several types of communication in forms
Stage 3
easily digested by different members of the populace.
DISSEMINATE
Disseminate the material using social media and other
Stage 4
types of viral channels.
SUSTAIN
Stage 5 Build institutions to sustain the change.
A Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011

5. STAGE 1. RESEARCH
STAGE 1. RESEARCH
CONSISTING OF 11
STEPS
Research follows a well known and defined model of data gathering,
synthesizing the information to glean fundamental insights and then
creating a framework to direct analysis.
It ends with the definition of a strategy to roll out value change
initiatives to different groups.
Stage 1 is made up of 11 incremental steps: Outlined diagrammatically
on the next two slides.
A Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011

6. 1. DEVELOP HYPOTHESIS 2. SEGMENTATION 3. FIELD RESEARCH
4. BUILD FRAMEWORKS 5. TEST / FEEDBACK 6. SYNTHESIS / FILTER
A Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011

7. 7. IDENTIFY MINDSETS 8. TEST / FEEDBACK 9. DEFINE CHARACTER
TYPES
10. DEFINE ROLL OUT 11. PRESENT FINDINGS
STRATEGY
A Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011

8. STAGE 2. BUILD
STAGE 2. BUILD
CONSISTING OF 8
STEPS
The Build stage is focused on creating new character Archetypes
around which contemporary myths will be formed. Stories will be
written which build on Nigerian tradition.
Scenarios will be created which allow the different groups identified in
the research stage to buy into them.
Stage 2 is made up of 8 sequential steps: Outlined diagrammatically on
the next two slides
A Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011

9. 1. ANALYSE TRADITIONAL 2. IDENTIFY INFLUENCE 3. DEVELOP MORDEN
MYTHS /STORIES CHARACTERS CHARACTER TYPOLOGY
4. TEST / FEEDBACK 5. DEVELOP SCENARIOS TO 6. TEST / FEEDBACK
SEED CHANGE
A Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011

10. 7. DEVELOP CONTEMPORARY
8. PRESENT FINDINGS
MYTHS / STORIES
A Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011

11. STAGE 3. PRODUCE
STAGE 3. PRODUCE
CONSISTING OF 11
STEPS
Produce: once we have our stories and scenarios from the build stage
we then need to focus on turning them into compelling communication
material targeted at the appropriate audiences.
Collaboration with world class communication specialists to create
films, animations, games and media slogans becomes essential.
Stage 3 is made up of 11 sequential steps: Outlined diagrammatically
on the next two slides
A Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011

12. 1. COLABORATE WITH 2. PRODUCE SLOGANS / 3. PRODUCE SHORT FILMS
INDUSTRY EXPERTS ADVERTS
4. PRODUCE RADIO JIGGLES 5. PRODUCE ANIMATION 6. PRODUCE
/ SHOWS / COMICS DOCUMENTRIES
A Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011

13. 7. PRODUCE BOOKS 8. PRODUCE GAMES 9. DEFINE TARGET
AUDIENCE
10. TEST / FEEDBACK 11. PRESENT FINDINGS
A Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011

14. STAGE 4. DISSEMINATE
STAGE 4.
DISSEMINATE
CONSISTING OF 12
STEPS
Disseminate, seeks to utilize viral communication strategies to facilitate
rapid spread of the material created in stage 3.
Social media as well as other technology enabled channels will form a
central part of the dissemination strategy. The aim is to influence both
subtly and directly the audience/groups identified in stages 1 and 3.
Stage 4 is made up of 12 sequential steps: Outlined in the next two
slides
A Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011

15. 1. PLAN VIRAL CAMPAIGN 2. NEWSPAPERS 3. RADIO
4. BROADCAST 5. SMS / SMART PHONES 6. POD CAST
TV / CABLE
A Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011

16. 7. BLOGGERS 8. SOCIAL NETWORKS 9. FILM PLACEMENT
10. EDUCATION 11. INTERNET CLICK 12. TEST / FEEDBACK
CURICULUM THROUGH
A Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011

17. STAGE 5. SUSTAIN
STAGE 5. SUSTAIN
CONSISTING OF 6
STEPS
The Sustain stage aims to create several means of ensuring that the
Archetypal Nigerian values once created will be long lasting and
effective in shaping peoples behaviors positively.
Here we advocate the creation of a national archive and institute to
perpetuate some of the initiatives outlined above. Measurement will
ensure and guide tweaking of the initiatives.
Stage 5 is made up of 6 initiatives/steps: Outlined diagrammatically on
the next slide.
A Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011

18. 1. CREATE NATIONAL 2. CREATE NATIONAL 3. CELEBRATE THROUGH
ARCHIVE INSTITUTE ANNUAL FESTIVAL
4. REINFORCE THROUGH 5. REINFORCE THROUGH 6. TEST / MEASURE
ANNUAL COMPETITION ANNUAL AWARDS
A Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011

19. FIVE STAGE
MODEL Thank you for
For
Reorientation of listening
Nigerian Values
A Systematic Approach Toward the Reorientation of Nigerian Values. By: Ade Adekola Feb 2011