Ribena on new journey to re-building Nigerian brand through children
As acknowledged by many commentators, there is worry about the Nigerian state brand. But Ribena from the stables of Suntory Beverages and Food Nigeria Ltd has taken a niche which it considers as core and fundamental to addressing many challenges facing the Nigerian nation. Bunmi Banjo examines this Ribena venture which is an initiative of inculcating values in children for nation building.
Nigerian state is presently facing major crisis. From Boko Haram, to kidnapping, herdsmen attacks, robbery, rural banditry, scams, ethnic crackling, barefaced disobedience to law, youth restiveness, murder and corruption. Fundamentally, the value system is on the low ebb.
It has become worrisome that wherever Nigerians are gathered, they are possibly discussing the Nigerian condition as a lot of things have gone awry. Many factors account for this rising and bold misconduct in the system among them and chiefly element is poor leadership.
Interestingly, many of these cracks have lived with Nigeria for a long time, but the remarkable thing is that there appears to be a concerted effort especially from the private sector to make impact in addressing some of these challenges.
While some organisations have set aside budgets in their CSR to tackle any of these evils from many perspectives such education, enlightenment, raising standard of education and voluntary service, others have identified children, generally regarded as leaders of tomorrow to mould and reward them in good behaviours for tasks ahead.
Today and unfortunately, the inspiration many Nigerian children receive from elders and many political leaders is discouraging and many of the children tend to grow with these negative values as leaders. In its attempt therefore to correct this and build a vibrant future, harmonious and less evil society, Ribena, a foremost nutritional fruit drink from the stables of Suntory Beverage and Food Nigeria Ltd recently introduced ‘The Ribena Good Values Program’ an intra-school program aimed at entrenching good values and healthy living among young ones in schools across Nigeria.
On this project, Ribena has identified children and the need to build good values in them early enough for societal correction. The Ribena brand which has been with Nigeria for a long time believes that when the foundation of the society who are children are properly moulded, cultured against corruption, scams, killing and kidnapping but towards obedience to law and good values, it is then that the future is guaranteed with minimal vices.
To start the process towards proving its point, Ribena recently gave 1,200 children drawn from 600 schools (two each from a school) awards for good values. The motivating awards are also expected to create positive ripple effect on other children.
While delivering the keynote address at the event, the Managing Director, Suntory Beverage and Food Nigeria Ltd, Chinedum Okereke said “The future of any nation or entity lies heavily on the children, whatever legacy we pass on, whether good or bad could make or mar us as a nation. We therefore must rise up to our responsibility as parents, guardians, schools, and government to ensure that good values and characters are inculcated in these young ones from a tender age.
“In many instances, rewards and prizes are handed out for excellent performance in academics and sports, with little recognition for exhibiting good values and character. Ribena through this Good Values Awards identifies and spotlights deserving pupils and students who really make a difference and go beyond the compulsory or convenient to help others overcome obstacles, and live with integrity.
“This award is specially designed to honour and inspire these young kids whose lives and activities demonstrate an enduring commitment to quality values associated with exemplary character, he added.”
The highpoint of the event held recently in Lagos was the awarding of these recipients of the Ribena Good Values Awards which made parents and school representatives proud. The exciting event also featured brilliant performances from Deechords Academy and Xplicit Dancers.
It is obvious that with the joy in them for receiving the awards, the children would try to continue to live within the tenets of good values in the society.
A visibly elated Marketing Director, Suntory Beverage and Food Nigeria Ltd, Rosemary Akpo, expressed delight at the success of the event stating that the programme is an initiative that is strategically important particularly now that young people in Nigeria are faced with several negative influences (from the society, peers, internet etc) and security issues, which are challenging their development.
According to Akpo, the initiative will go a long way in helping to mould right leaders for tomorrow. “We are working at ensuring the Ribena Good Values School programme spreads across the nation and that is why we are partnering with Bridges To Goodness Projects in this first of its kind, program. We are proud that we are supporting the efforts of the parents, guardians and the government to produce young people that will grow with the kind of values that will positively affect lives and also make them relevant in the scheme of national development” Akpo said.
It is obvious that without such Ribena value- inculcating programmes; a bleak future looms for this country if the same political class with their present attitude of fighting in chambers, negative peer groups, internet among others continue to inspire the children. Today, the children are copying and hearing how huge of sums of money are stolen and diverted or found in a house, seeing disobedience to traffic laws, cheating and killing. The children need to be told and moulded that these are evils to the society if the perpetrators are punished.
The Ribena project is meant to catch them young for tomorrow’s future. However, such projects need encouragement from the government and must be sustained if the expected necessary impact must be realised. No nation can afford to toy with the fate and mind-set of its children. They are the future of tomorrow and therefore need to be properly moulded, educated and shown the path of good values just at Ribena has started.
As advocated by some Nigerian stakeholders, fixing the Nigerian state therefore requires educating and preparing Nigeria’s youth for good values and productive work. Ribena initiative is a welcome development which should be sustained.