• Says President’s reforms are laying the foundation for long-term development
• Human mascots, SMS mobilisation, Pidgin radio show, campaign jingle headline opening phase
By Ayorinde Oluokun
The Hope Alive Initiative (HAI), an organization committed to promoting good governance and civic engagement, has unveiled the first phase of its grassroots campaign in support of President Bola Ahmed Tinubu’s re-election in the 2027 presidential election.
This was announced in a statement on Wednesday signed by HAI Director of Press and Communications, Ernest Omoarelojie.
According to the statement, the initiative, which coincided with the commencement of the 2027 election campaign season, will combine street-level mobilisation with traditional and digital media platforms, including human mascots, a city-wide SMS campaign, a weekly Pidgin-language radio programme and an original campaign jingle.
HAI said its support for Tinubu’s re-election was anchored on the administration’s “bold reforms and initiatives” which, according to the organisation, are laying the foundation for Nigeria’s long-term economic and institutional development.
The group cited reforms in the petroleum sector, which it said had helped end perennial fuel scarcity and encouraged the expansion of private refineries; greater stability in the foreign exchange market; increased government revenue and foreign reserves; efforts to strengthen Local Government autonomy; police and internal security reforms; the Nigerian Education Loan Fund (NELFUND); tax reforms; and extensive road infrastructure projects in the Federal Capital Territory and across the country.
“While these reforms have come with short-term challenges, we believe they are difficult but necessary steps towards a more sustainable, prosperous and better governed Nigeria,” HAI said.
According to the organisation, the campaign’s opening phase will feature four major initiatives that deliver the message directly to citizens and expand its reach across different segments of the population.
As part of its opening-day activation on August 19, HAI will deploy approximately 40 colourfully dressed human mascots at strategic, high-traffic locations across Abuja.
The mascots will be stationed at selected major roundabouts, markets, motor parks and busy intersections, carrying banners with messages supporting President Tinubu’s bid for a second term, alongside HAI’s name, logo and web address.
HAI said the street-level activation was designed to create a highly visible public presence and complement its broader media and mobilisation campaign.
The initiative, it added, would take the campaign beyond conventional political advertising by bringing its message directly into public spaces where residents live, work and conduct their daily activities.
HAI will also commence a city-wide SMS mobilisation campaign as part of its grassroots strategy.
The campaign will use mobile communication to disseminate its messages to residents across Abuja, marking the beginning of what the organisation described as a sustained digital mobilisation programme leading to the 2027 election.
The SMS initiative is expected to expand progressively as the electoral cycle advances, complementing the organisation’s physical activations and media engagements.
Another major component is “Wetin Tinubu Don Do Sef,” a weekly Pidgin-language radio programme that explains government policies, programmes and projects in a simple, accessible manner.
The programme will adopt a conversational format, with each episode focusing on a specific policy area, examining its implications and explaining how citizens may benefit from relevant government initiatives.
It will feature a host and regular guest or co-host, with expert perspectives, citizen voices and practical examples incorporated where appropriate.
HAI said the programme would be syndicated across selected radio stations nationwide to broaden its reach and make its messages accessible to Nigerians across different social and linguistic backgrounds.
The initiative will also feature an original campaign jingle professionally produced to reinforce the campaign’s identity and messaging.
Drawing inspiration from the tradition of memorable Nigerian political campaign anthems, including the widely remembered Hope ’93 campaign associated with the late Chief M.K.O. Abiola, the jingle will communicate the themes of the 2027 campaign through an engaging musical format.
It will be deployed across radio and other appropriate platforms, with emphasis on prime-time programming to maximise audience reach and recall.
According to HAI, the four initiatives constituted only the first phase of a broader campaign that would combine grassroots mobilisation, traditional media, digital communication and public engagement.
Subsequent phases, it said, would focus on increasing public awareness of the administration’s policies, programmes and projects across critical sectors, including the economy, education, security, infrastructure and other areas of national development.
The organisation said particular attention would be given to initiatives such as NELFUND, economic reforms, security sector interventions, road infrastructure and other programmes which it believes deserve greater public awareness and informed public discussion.
HAI said the August 19 activation would mark the beginning of an intensive and sustained grassroots campaign aimed at establishing a strong public presence from the outset of the 2027 electoral cycle.
