How not to run a campaign

If you reside in Lagos, you won’t miss them.

Everywhere you turn, they stare back at you.

The ‘Lagos At 50’ banners are just as visible on the entire stretch of Ikorodu Road as there are on the boulevards of Ikoyi.

All around Lagos are banners of businessmen, politicians, CEOs, entertainers and former Governors-- beaming with satisfaction around a central theme.

“Lagos is my success story”, they all proclaim from gorgeous banners or billboards erected with tax payers’ money.

Bode George. Check. Jimi Agbaje. Check. Pat Utomi. Check. The Ebeano founders. Check. Bola Tinubu. Check. Desmond Elliott. Check. Onyeka Onwenu. Funke Akindele. Akinwunmi Ambode…….

‘Big’ men and ‘Big’ women smiling at you from polished billboards and banners—all telling you how good Lagos has been to them.

Lagos is our success story…

In the planning and execution of this campaign, the committee charged with this most noble of tasks, didn’t deem it worthy to include the trader in Aswani, the electronics dealer in Alaba, the Ponmo seller in Agege or the run-of-the-mill front desk person in Victoria Island.

No one cared for the Danfo driver, the truck pusher in Ketu, the abattoir guys at Odo Eran or the taxi driver across town.

The Commissioner for Information and Strategy in Lagos, Mr. Steve Ayorinde, told The Guardian that the outdoor campaign is not the actual celebrations, “but only designed to serve as a build-up and inspire other residents with messages of admiration, success and inspiration on personalities, who have one way or the other contributed to the success of the State.”

It’s pretty legitimate to wonder if Folorunsho Alakija will be admired in Okokomaiko or if she’ll inspire anyone in the slums of Ajegunle or Ajah.

Dr Stella Adadevoh who gave her life for a city on the verge of being wiped out by a deadly Ebola virus, didn’t even make it to a “Lagos At 50" billboard in any part of town.

Absent as well are sporting heroes and heroines. We take it that their stories and conquests didn’t inspire anyone.

A campaign catches fire when it is relatable and works up an emotional connection of some sort with the target audience.

There’s got to be a nexus somewhere.

The success of Lagos is premised on the hustle and bustle of the middle and lower classes.

Pictures of the everyday man and woman should have been interspersed with those of the Dangotes and Lateef Jakandes and no one would have died.

ALSO READ: Governor says celebrating Lagos at 50 is celebrating Nigeria’s unity, progress

Lagos thrives better than most States in Nigeria, thanks in large part to the sheer size of its population and its cosmopolitan feel.

The bottom of the pyramid is the engine room of the Lagos economy—those factory workers who grind the shifts to produce and churn out everything from Gala to alcoholic beverages.

If this class of Nigerians were considered part of the Lagos success story, this campaign hasn’t reflected it.

Unfortunately, what should have been a campaign that resonates with the masses, has fallen short.

Where this campaign should have endeared, it alienates.

You’d be hard pressed to find a more elitist campaign in 21st century Nigeria.