At the forefront of cultural evolution and national identity enhancement, the launch of the Nigeria Unveiling and Rebranding Initiative (NURI) on Saturday, October 26, marked a milestone for the country. Speaking at the event, Malam Lanre Issa Onilu, the Director General of the National Orientation Agency (NOA), unveiled measures to integrate local culture into children’s programmes.
In a statement relayed by Pulse Nigeria, Onilu, who represented the Minister of Information, Mohammed Idris, stressed the importance of creating locally inspired heroes and stories to enhance national pride. “Our children want to wear Spider-Man and Iron Man costumes. Have you given them new heroes? You need to provide alternatives before you can start replacing foreign content,” he explained.
As part of the initiative, Onilu mentioned recent meetings with industry stakeholders in Lagos, including those involved in animation and content creation, to ensure that local talent is at the heart of this national effort. “We are collaborating with the animation industry and responding to their needs, including an upcoming festival this month where government investment in the sector will be showcased,” he added.
He revealed that the National Identity Project, which received approval from the Federal Executive Council earlier this year, seeks to unite various sectors, including the youth, academia, civil society and business leaders, under a comprehensive roadmap. “This project is not just a government directive but a national contract,” Onilu stressed. “It is a commitment to the citizenry, transcending political parties and bureaucracies.”
On foreign cartoons, Onilu clarified that the government has no intention of banning such content, but rather hopes to “take the oxygen out of what we don’t want” by providing attractive alternatives. “We are not saying ban anything. You have to provide your own content and gradually replace foreign content with your own,” he stressed.
He noted that this vision may require amendments to the ANO’s founding act to ensure the project’s sustainability. This bold initiative is aimed at strengthening Nigeria’s cultural identity and providing children with inspiring role models from their own country, paving the way for a generation that is proud of its roots and history.