Introduction to the 2023 Election Campaign Strategy

The 2023 elections in Nigeria presented a unique challenge for the All Progressives Congress (APC) and President Bola Tinubu. Lai Mohammed, the former Minister of Information and Culture, has provided insight into the campaign strategy that helped the APC secure victory. In his book, "Headlines and Soundbites: Media Moments that Defined an Administration," Mohammed details the two-pronged approach he employed to counter the opposition’s narrative and showcase the administration’s achievements.

Background to the Presidential Directive

Ahead of the 2023 elections, late President Muhammadu Buhari warned ministers, permanent secretaries, and heads of government agencies to refrain from abandoning their primary assignments for political campaigns. This directive was given at the end of a two-day 2022 Ministerial Performance Review Retreat in Abuja, with the warning that any infraction would attract sanctions. Despite this, Mohammed found a way to contribute to the campaign without directly engaging in rallies or rhetoric.

The Two-Pronged Campaign Strategy

Mohammed’s strategy involved defending the truth, documenting performance, and ensuring that history was not rewritten by propaganda. He recognized that the opposition was propagating a narrative that the APC-led Buhari administration had failed to achieve anything substantial, which was neither factual nor grounded in reality. This assertion was part of an orchestrated campaign to discredit the administration and, by extension, the APC and Tinubu ahead of the polls.

Countering Misinformation

To counter this narrative, Mohammed adopted a two-pronged strategy: systematically showcasing the administration’s achievements and decisively countering the opposition’s misleading narrative. He launched the PMB Administration Scorecard Series (2015-2023) exactly 130 days before the general elections. This series presented verified accomplishments of the Buhari administration, aiming to shape public perception during a critical period.

The PMB Administration Scorecard Series

Under the programme, ministers presented concrete, evidence-based reports on their respective sectors. Each session included a robust question and answer segment where journalists critically interrogated the presentations and sought clarifications. To ensure maximum visibility, Mohammed deployed a comprehensive multi-platform communication strategy, leveraging traditional and digital platforms.

Legacy Documentation Tools

On February 22, 2023, just three days before the elections, Mohammed’s ministry unveiled the final set of legacy documentation tools. These included a documentary, a testimony series, a compendium of PMB Achievements in both print and e-copy, and a legacy portal. The legacy portal was a digital repository accessible from anywhere in the world, containing all the presentations at the scorecard series.

Impact of the Scorecard Series

The scorecard series was one of the most innovative and impactful electioneering campaign strategies in Nigeria’s recent political history. It provided Nigerians with direct, unfettered access to the achievements of the outgoing administration, setting the tone for constructive political discourse and powerfully reinforcing the ruling party’s campaign message across the country. By placing verifiable facts and government achievements directly in the hands of citizens, it compelled the opposition to constantly play catch-up.

Conclusion

The success of Mohammed’s strategy lay in its subtlety and strict adherence to facts rather than overt political grandstanding. By anchoring the campaign on documented performance and verifiable records, the APC was able to reconnect with undecided voters and neutralize deliberate misinformation. This approach reaffirmed the power of strategic communication in shaping electoral outcomes without breaching institutional responsibilities.

FAQs

• What was the main challenge faced by the APC in the 2023 elections?
  The main challenge was countering the opposition’s narrative that the APC-led Buhari administration had failed to achieve anything substantial.
• What strategy did Lai Mohammed employ to counter the opposition’s narrative?
  Mohammed employed a two-pronged strategy: systematically showcasing the administration’s achievements and decisively countering the opposition’s misleading narrative.
• What was the PMB Administration Scorecard Series?
  The PMB Administration Scorecard Series was a programme where ministers presented concrete, evidence-based reports on their respective sectors, aiming to shape public perception during a critical period.
• How did the legacy documentation tools contribute to the campaign?
  The legacy documentation tools, including a documentary, testimony series, compendium of achievements, and a legacy portal, provided a comprehensive record of the administration’s achievements, accessible to the public.
• What was the impact of the scorecard series on the election campaign?
  The scorecard series compelled the opposition to play catch-up, provided Nigerians with direct access to the administration’s achievements, and reinforced the ruling party’s campaign message across the country.