Firms launch campaign for social change

Civic-action group, Luminate and Media company, Delmedia, have unveiled a Naija NextGen campaign in Lagos to inspire social change.

The organisations held a recent screening event in Lagos, to set up the one-month-long Naija NextGen campaign to address politics, gender parity, and responsible digital space use.

According to the organisers, a series of short videos featuring stories of young Nigerians challenging societal norms lies at the campaign’s core.

Luminate and Delmedia added that the primary objective of the videos was to motivate young Nigerians, especially women, to take on leadership roles, engage in civic life, and contribute to community-based initiatives.

They said, “The goal is to inspire Nigerian youth, particularly young women, to channel their energy and creativity into community-based initiatives, while actively engaging with the political systems that shape their world.

“By highlighting the need for gender parity and equitable representation in leadership, the campaign advocates for young women and men to take their place in public service and civic life.”

The Naija NextGen campaign also urged responsible social media use and holding digital platforms accountable for shaping public discourse and socio-political outcomes.

The Executive Producer of Delmedia Productions, Delmwa Deshi-Kura, highlighted the campaign’s digital strategy, and the campaign’s hopes to encourage responsible digital behaviour.

Deshi-Kura remarked, “As the campaign progresses, the digital strategy will focus on sparking dialogue across social media platforms and mobilising both physical and digital communities. Screenings of the media content will serve as catalysts for deeper conversations on breaking down entrenched gender biases, fostering equality in political participation, and challenging the harmful misuse of social media platforms.

“Through these efforts, Naija NextGen aims to inspire young Nigerians, particularly young women, to lead transformative change, while advocating for social media platforms to act responsibly in promoting positive, inclusive narratives.”

The organisers noted they anchored the campaign on the narrative of four young Nigerians who met at university as part of a political youth group, grew into adulthood and were determined to promote change using technology and access to information in an unequal world.

“With technology and access to information breaking down gender barriers and voter apathy, this generation of social warriors steps forward to influence and disrupt the status quo. Their journey reflects the aspirations of millions of young Nigerians and embodies the campaign’s call to action for greater inclusion, gender balance, and responsible digital engagement,” the organisers added.