How youth campaigns are rewriting Nigeria’s civic playbook

In the lead-up to Nigeria’s 2019 general elections, a quiet revolution was unfolding, not in the halls of power, but on timelines, WhatsApp groups, and community radio stations. A new generation of creatives, strategists, and storytellers was reshaping how young Nigerians engaged with democracy.

From Lagos to Kano, campaigns like Vote Your Future by ONE Campaign mobilized over 9,000 young people across six geopolitical zones through offline events and garnered more than 67,000 signatures on a Youth Declaration petition delivered to Vice President Yemi Osinbajo. These initiatives weren’t just about voter turnout; they aimed to make civic participation relatable and resonant.

Among these efforts, Woke4Naija stood out for its innovative approach. Spearheaded by BBC Media Action and funded by the European Union under the Support to Democratic Governance in Nigeria (EU-SDGN) programme, the campaign combined satire, influencer storytelling, spotlighting young involved Nigerians and regional content to encourage young voter participation and demystify the electoral process. Barbra Okafor, the campaign’s lead strategist, emphasized the importance of cultural nuance in civic engagement: “We needed to speak the language of the people, both literally and metaphorically, to make democracy feel accessible and most importantly encourage participation.”

The campaign’s impact was significant, reaching over 2 million young Nigerians and setting a precedent for how media can be leveraged for civic education.

These campaigns were part of a broader movement that included initiatives like Not Too Young To Run, which successfully advocated for lowering the age requirements for political office, and YIAGA Africa’s election observation efforts, which trained thousands of youth to monitor the electoral process.

The success of these youth-led initiatives underscores a shift in Nigeria’s civic landscape. As digital platforms become increasingly central to political discourse, the role of creative strategists in shaping public engagement continues to grow.

READ MORE FROM: NIGERIAN TRIBUNE