The Federal Government has urged advertising and communication professionals to play a leading role in reshaping Nigeria?s image both at home and abroad, noting that the industry has a crucial responsibility to highlight the country?s strengths, counter misinformation, and project a narrative of unity, resilience, and opportunity.

Speaking on Thursday at the 5th National Advertising Conference held at the Abuja Continental Hotel, the Minister of Information and National Orientation, Mohammed Idris, highlighted the power of marketing communication as a tool for nation-building, business growth, and strengthening public perception.

According to Idris, the advertising sector is more than a platform for promoting brands; it is a strategic instrument for shaping public understanding and national identity.

In an era of digital disruption and misinformation, communicators have a duty to tell Nigeria?s true story and counter false narratives that misrepresent the country.

?One of the gravest challenges our nation faces today is the deliberate spread of misinformation, particularly the false and damaging narrative of Nigeria as a ?violator of religious freedom,?? Idris said.

He stressed that Nigeria remains a nation where Christians, Muslims, and people of other faiths coexist peacefully, and that security challenges affect all citizens equally, not any particular religion or ethnic group.

?Yes, Nigeria has faced security challenges, especially from terrorists and violent extremists, but these are not targeted at any religion or ethnic group. All Nigerians?Christians, Muslims, and people of other faiths?have suffered from the menace of terrorism and banditry,? he added.

Idris also highlighted the administration?s commitment under President Bola Ahmed Tinubu to restoring national security. He pointed to recent progress reported by the Chief of Army Staff, underscoring the government?s efforts to stabilise the country.

?Only yesterday, the Chief of Army Staff briefed the media after meeting with the President, providing encouraging updates on the significant gains recorded in just the past few days,? he said.

The Minister urged communicators to leverage storytelling, digital campaigns, and strategic messaging to project Nigeria?s resilience, economic opportunities, and national unity.

?You are not only storytellers for brands and businesses; you are also custodians of national perception and image. We need a communication renaissance, one that emphasises facts over fear, unity over division, and truth over propaganda,? Idris stated.

He assured stakeholders that the Ministry would continue to collaborate with the Advertising Regulatory Council of Nigeria (ARCON) and other partners to strengthen the sector and ensure the Nigerian story is told accurately.

?We are retooling our public information machinery to align with the realities of the digital age, where truth must travel faster than falsehood, and where the Nigerian story must be told by Nigerians themselves,? he said.

Earlier, ARCON Director General Dr Olalekan Fadolapo welcomed participants to the conference, emphasising the importance of marketing communication in driving business growth and navigating economic challenges.

?In today?s world, market algorithms are shifting faster than ever, consumer behaviour is becoming challenging to track, and digital disruption is redefining the rules of engagement,? Fadolapo said.

He described the conference as a platform for strategists, creators, and innovators to explore solutions, challenge assumptions, and develop strategies that would enhance Nigeria?s communication ecosystem.

?Even in challenging times, great communication remains one of the most powerful tools for growth,? he added. (The Guardian)

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