Rebranding: The A Daidaita Sahu example
The A Daidaita Sahu initiative is a social engineering concept dedicated to radical civic re-orientation in the society. By its conception and design, the A Daidaita Sahu project is formulated as an on-going, target-group oriented and concurrently pursued initiative that covers the rural and urban communities, the private and public sectors, schools and businesses, women […]
The A Daidaita Sahu initiative is a social engineering concept dedicated to radical civic re-orientation in the society. By its conception and design, the A Daidaita Sahu project is formulated as an on-going, target-group oriented and concurrently pursued initiative that covers the rural and urban communities, the private and public sectors, schools and businesses, women and youths, as well as NGOs and other interest groups.
With focus on the afore-mentioned arms of the civil society, the A Daidaita Sahu concept seeks to utilize the instruments of public advocacy and civic sensitization to transform the prevailing moral and socio-political attitudes of the people towards the goal of effective citizenship. The Action Plan of the initiative under review identified specific grand values and priorities which define and underlie the essence of re-orientation programme. This emphasizes the ideals pertaining to the following, among others:
* Discipline
* Honesty
* Transparency
* Morality
* Patriotism
* Civil responsibility
* Good parenthood
* Dedication to duty
* Social ethics
* Cleanliness
* Orderliness
* Community spirit, etc.
Similarly, the Plan of Action highlighted different line of programmes and strategies by which the goals of the initiative can be best attained. These range from public enlightenment programmes to civil consultative fora, whereby stakeholders drawn from schools, Faith-Based Organizations, Community-Based Organizations (CBOs), Corporate World, Women and Youth organizations are partakers.
Since its introduction in 2003, the A Daidaita Sahu initiative of the Shakarau administration has been positively impacting on the lives and consciousness of the public in Kano State. By dint of its ambitious programmes and engagements, a new pattern of public attitude and value is being evolved throughout the state. This new orientation has significantly found expression in the prevailing public consciousness in the state, which is amenable to peace, stability, democracy and development.
It follows therefore that the strategic importance of the A Daidaita Sahu initiative cannot be over-emphasized. In this era of our national existence where ‘re-branding’ has become an issue of policy concern, concepts like the A Daidaita Sahu must be encouraged and upheld. In this regard, it might be important to replicate such efforts/endeavours in other states of the federation in view of its positive impacts so far.
As Nigeria aspires towards radical national renewal and transformation through the ‘Re-branding Concept’, it goes without saying that initiatives like the A Daidaita Sahu should be promoted and mainstreamed. To say the least, the A Daidaita Sahu concept depicts a pioneering watershed in Nigeria’s re-branding project.
Ibrahim Sani Shawai, Kano. Email [email protected].