UNICEF, YBR to mobilise millennials as advocates for basic learning


Worried over the increased rate of out-of-school children in the country, the United Nations Children’s Fund (UNICEF) in partnership with Lagos-based marketing communications agency, Yellow Brick Road (YBR) is launching a campaign to mobilise Nigerian millennials as a force for positive change in the country’s education sector.

The “Every child in school campaign,” which coincides with the run up to the 2019 elections, according to the organisers, encourages millennials to become advocates for poor children by tasking government at all levels to invest hugely in basic education in the 2019 budget.

UNICEF believes that if properly empowered, millennials can be a powerful voice to persuade the government to invest more in basic education and widen access as well so that all Nigerian children will have the opportunity to reach their full potentials.

Communication Specialist with UNICEF in Nigeria, Eva Hinds, expressed optimism that the campaign will not only educate and inform, but will also provide millennials with tools and resources to become effective advocates for children living in poverty.

“We are delighted to be working with YBR, who have proven to be a very worthy communications partner on a project that has spanned many disciplines, from research to strategy to campaign development and then deployment. We are confident that the campaign will serve as an opportunity for millennials and Nigerians of other generations who care to effect change in their country and have their voices heard,” Hinds said.

Director of Strategy for YBR, Nnenna Onyewuchi said a vast majority of Nigerian children are out -of -school because their families cannot afford to send them to school.

Although the Nigerian government passed the Universal Basic Education Act in 2004, poor investment and uneven implementation, she added, have left millions of children without access to basic education.

“This is an issue of vital importance because when children do not receive basic primary education, it limits their opportunities. For children with innate talents, a lack of education can close the door to fulfilling their potential. How can you become an award-winning writer if you never learn your ABCs? How can you build the next great technological innovation if you never learn basic mathematics? When millions of children miss out on a basic education, an almost unimaginable amount of potential is wasted.”

The campaign development she recalled began in May 2017, with an extensive research project covering Lagos and Abuja.

“The research provided the agency with rich insights into millennials’ perceptions and attitudes to the government, issues of child equity and their own role in society. It also yielded important information about the most effective ways to reach and positively influence the government.

Managing Director of YBR, Kaliko Olowole, said the firm is working with MediaReach OMD as its media partner on the campaign.

“We have been fortunate to partner with some excellent agencies from other marketing disciplines to develop a very insightful and hopefully impactful campaign.

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