The Dakkada campaign: Akwa Ibom’s novel effort to change behaviour
The governor of Akwa Ibom State, Udom Emmanuel, a former banker, recently initiated a re-awakening and self discovery communication campaign designed to change the narratives among the indigenes of the 28 year old state. The state, today holds a lot of promise and the communication strategy/ re-branding effort is to sustain and build on it. Daniel Obi examines the strategy involved in the drive for the expected behavioural paradigm shift.
There is obvious correlation between the psyche of citizens and the impact on national development. The psyche of individuals and collective citizens influence their behavior and conversations which in turn create the corresponding impact on national growth. In this picture, no branding effort will largely succeed unless the psyche of the average citizen is positively re-tuned towards achieving constructive conversations and subsequent behavioural change.
Certain Western and Middle East nations, including America, Israel and others have followed this pattern with the consciousness by their citizens to uphold their nations and themselves, even in the face of adversity.
Researchers and analysts have also proved that “behaviour change campaigns are often based on the premise that changing behaviour is all about changing minds. Influence people’s fundamental attitudes and beliefs and you will change how they act. These kinds of interventions grounded on ‘information provision and control’ approach are being used in a wide range of domains” said Simon Maule, Director of Linstock Communication in his blog.
It is this understanding of the magic of first, building the psyche of citizens and making them to strongly believe in themselves to support state building that the Akwa Ibom State new governor, Emmanuel Udom recently initiated Dakkada, a behavioural change campaign in the state.
The re-branding campaign
The campaign is not about logos or designs to immediately change the face of Akwa Ibom State but it is about re-awakening the consciousness of Akwa Ibomites, changing the orientation of the people for greater achievement collectively and individually and injecting in them the drive and aspiration to be great.
Dakkada which in Ibibio language means ‘Arise’ is a re-birth of the people and confidence building in the citizens especially the youth to begin to think differently away from the toga of servitude for the rich and wealthy.
Convinced on the medium to long run impact of the initiative on the state and the citizens, the governor explained that “The campaign is a clarion call for all Akwa Ibom people to rise to their true potential of greatness, spiritual rebirth, moral transformation and re-orientation. The campaign is a call to the faith that with God all things are possible, that we can rise above our primordial biases, ethnicity, hatred, anger, bigotry and the exclusionary tendencies. The campaign is a call for all Akwa Ibom people at home and in Diaspora to deepen their value-sets; to re-invent the spirit of creativity and chart a new course for the present and future generations”
It was his regret that “for too long, our core value of honesty and integrity became our undoing. Nigerians could only trust Akwa Ibom people with their homes and kitchens; children and jewelry. So we served the rich and the powerful and took care of their culinary needs. Servitude became a badge pinned on us by the nation”. He was however optimistic that times have changed and the new Akwa Ibom identity has emerged: bold without being obnoxious, confident without being condescending, self-assured without being arrogant and above all, loyal and deeply inspirational.
“This is the new Akwa Ibom spirit, a spirit that is aflame with greatness, a spirit that is not willing to play a second fiddle, a mind that is conditioned to achieve success in spite of odds that may be stacked against him. If America had their American ‘Exceptionalism’, we, too, can have our own Dakkada philosophy”.
In his commentary about the initiative Nkut Ekpoudom said “Dakkada” captures, expresses, articulates and meaningfully thinks of the possibility of re-awakening the psyche of an average Akwa Ibomite. It is not just about standing up. It is about going higher and of course conquering oneself for the world is nothing but a reflection of our thoughts and feelings. Dakkadaism like pragmatism is a philosophy of action. It activates man’s deadliest weapon, “the Nous”(Mind), throws man into the new age of reason and invites him to think for himself. In other words, to wake up. Dakkadaism is an explorative psychological renaissance. Dakkada is not just about standing up. There must be a reason for standing up in the first place. Dakkada is about attitudinal change; reconscientization of our psyche. The earlier one realized this, the better, for no one necessarily stands up for nothing”
Strategy of the native catchphrase as vehicle
Language and choice of words are powerful tools of communication to achieve particular result. The particular word chosen in any language can stir emotions, lead to positive actions and obedience or cause war. Language, according to analysts has immense power, and its impact depends entirely on how it is used.
Again and more importantly, native language has its immediate denotative meaning to the indigenes which could have only literal translation but not necessarily the deep meaning. No wonder therefore, the Akwa Ibom government chose a native language catchphrase, Dakkada to stimulate the people to action. When translated, Dakkada simply means to ‘ stand up’ or ‘arise’ but to the Akwa Ibomites, the catchphrase is deeper than the literal explanation. It touches to the soul.
Having studied the factors that have been influencing the behaviours, the governor wants to change the narratives and he is hopeful of expected results. The use of native catchphrase instead of English catchphrase perhaps becomes apt in such communication strategy to achieve the result as the catchphrase; Dakkada will cut across demography, genders and professions without ambiguous understanding.
The Re-awakening and national cake
More than ever before, the global and national economic trends indicate the importance of self discovery by the Nigerian youth who form over 70 percent of the population. The national cake is presently not enough and available employment opportunities in the country are equally not enough for the yearly graduates and non graduates. This therefore signifies that any youth that wants to create a meaning in his life now should consider self discovery to be more useful to the society through talent development and skills acquisition.
Sensitizing and motivating Akwa Ibomites in this direction have therefore become essential to help bring out the unique talents in them and possibly equip them to be able to take advantage of future opportunities in Nigeria and their immediate environment.
Dakkada campaign, according to communication analysts is obviously an initiative in the right direction designed not only to re-brand and build Akwa Ibom of the future but to create and enduring meaning in the lives of the citizens.