The Federal Government has called to project Nigeria as a truly diverse, dynamic, and resilient nation of hardworking people who coexist peacefully, aspire collectively, and strive daily to build a better society.
Information and National Orientation Minister, Mohammed Idris who made this call at the National Advertising Conference, held in Abuja on Thursday revealed that the nation faces challenges that are not only economic or security- related but also communicational.
He cited one of the gravest of these challenges is the deliberate spread of misinformation, particularly the false and damaging narrative of Nigeria a “violator of religious freedom”, stating clearly and emphatically that this narrative is false.
According to him, “It is a distortion of our reality as a nation of diverse peoples and faiths, who have lived together peacefully for generations. Yes, Nigeria has faced security challenges, especially terrorists and violent extremists, but these are not targeted at any religion or ethnic group.
He said, “All Nigerians, Christians, Muslims, and people of other faiths have suffered from the menace of terrorism and banditry. The present administration under President Bola Ahmed Tinubu, GCFR, is fully committed to ending this scourge.
“We have invested deeply in strengthening our security architecture, rejigging the command and control structure, and injecting new ideas and fresh perspectives into the war against terror. 
“Only yesterday, the Chief of Army Staff briefed the media after he met with the President, updates on the significant gains recorded in just the past few days. These successes reaffirm our collective determination to secure every inch of our country and restore peace to our communities.
“In this context, marketing communication professionals have an enormous responsibility. You are not only storytellers for brands and businesses — you are also custodians of national perception and image”, the Minister stated.
Idris seeked the need for a communication renaissance — one that emphasizes facts over fear, unity over division, and truth over propaganda. 
“We must project Nigeria as it truly is: a diverse, dynamic, and resilient nation of hardworking people coexist peacefully, aspire collectively, and strive daily to build a better society.
“Through integrated campaigns, digital storytelling, strategic partnerships, and value-based branding, our marketers can reshape how Nigeria is perceived globally — as a land of opportunity, innovation, and creativity, not of conflict or crisis”.
He commended the Advertising Regulatory Council of Nigeria (ARCON) and other industry stakeholders for instituting this conference as an annual event and sustaining it as a premier gathering of leaders in marketing, advertising, and communication in the country. 
Speaking on this year’s theme “Marketing Communication: Transforming Business and Creating Growth in Challenging Times”, he said it’s timely, adding that the nation is in an era where businesses must innovate not only to survive but to thrive amid economic headwinds, technological disruption, and shifting consumer behavior.
Idris said, “Marketing communication is at the centre of this transformation. It remains the bridge between creativity and commerce, between ideas, impact, and between perception and reality. As a tool of persuasion and nation- building, communication has never been more powerful or more needed — than it is today.
The Minister assured that his Ministry will continue to partner with ARCON and all industry stakeholders to ensure that the advertising and communication ecosystem thrives in a regulated but enabling environment.
“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. “Distinguished ladies and gentlemen, in these challenging times, communication remains our strongest instrument for business, for governance, and for nation -building. Let us therefore use it wisely, creatively, and responsibly”, he said.
Earlier, in his welcome remarks, the ARCON Director-General, Dr Olalekan Fadolapo recognized the pivotal role that the marketing communications play in driving business growth and navigating uncertain times.
He added that this conference is a platform meant to re-imagine and interrogate how communication drives not only brand value but also, business resilience and sustainable growth especially in tough times.
According to him, “In today’s world, market algorithm and marketing activities are shifting faster than ever, consumer behavior and insight are becoming challenging to track and digital disruption is now redefining the rules of engagement, which makes our ability to communicate effectively more vital”.
