Since its establishment in 1993, the National Orientation Agency (NOA) in Nigeria has been tasked with the crucial responsibility of raising awareness, shaping attitudes, and mobilising citizens to support government programmes and policies. Specifically, on its official website and other numerous publications, it frequently states that it was established “to consistently raise awareness, positively change attitudes, values, and behaviours; accurately and adequately inform; and sufficiently mobilise citizens to act in ways that promote peace and harmony”. While the main objective of the agency is to ensure “that government programmes and policies are better understood by the general public and mobilize favourable public opinion for such programmes and policies”.

However, the agency has faced challenges in effectively fulfilling its mandate, often struggling to bridge the gap between the government and the public. In this piece, our analyst explores the effectiveness of the NOA since its inception and emphasises the significant role played by Chief Imam of Ogbomoso in revitalising the agency through his proactive actions and community engagement during the initial stage of the impacts of fuel subsidy removal by President Bola Ahmed Tinubu. According to the viral sources, the Imam educated his followers about issues around the removal of fuel subsidy, in a video that was recorded during his sermon. The first curator of the video notes that “he is assisting the NOA in doing their statutory work. Religious, traditional, and community leaders should take a cue.”

While the public’s appreciation of his efforts continues, our analyst discovered Nigerians, especially on digital platforms, are not relenting in calling on concerned stakeholders to address structural problems at the agency. One of the key reasons for the NOA’s ineffectiveness has been the government’s failure to transparently inform the public about its policies and programmes. This lack of effective communication has led to misunderstandings, misinformation, and public discontent, as seen during the fuel subsidy crisis in 2012. Former Director General of the NOA, Mr. Idi Farouk, rightly pointed out that the government’s inability to clearly communicate the gains and temporary pains of the subsidy removal fueled the crisis.

In the midst of this communication gap, Imam Ogbomoso emerged as a beacon of hope, actively assisting the NOA in carrying out its statutory work. Through his religious leadership, community engagement, and informative sessions, the Imam played a crucial role in bridging the divide between the government and the people.

Imam Ogbomoso’s actions exemplify the immense influence religious, traditional, and community leaders hold in Nigerian society. These figures often command respect, trust, and loyalty from their followers, making them invaluable partners in mobilising public opinion and facilitating positive change. The Imam’s proactive approach and willingness to collaborate with the NOA showcased the potential for synergy between religious and governmental institutions.

The NOA can draw valuable lessons from Imam Ogbomoso’s initiatives. Firstly, the agency must prioritise transparent and effective communication as a fundamental pillar of its operations. It should actively engage with religious and community leaders, leveraging their reach and influence to disseminate accurate information and foster dialogue. Collaborative efforts, such as joint awareness campaigns and workshops, can go a long way towards creating a more informed and engaged citizenry.

The NOA should proactively engage citizens through various platforms, including social media, town hall meetings, and grassroots outreach programmes. By incorporating feedback mechanisms and actively seeking public opinion, the agency can demonstrate a genuine commitment to representing the interests and concerns of the people.