Advertising industry inequitable representation in National Awards
By Oghale Mafuru
President Muhammadu Buhari in October 11th 2022 conferred National Awards on not less than 450 individuals cutting across all spheres of human endeavours. The National Honours was established by the National Honours Act CAP. N43 of the Laws of the Federation of Nigeria, 2004.
The Act which took retrospective effect from 1st October, 1963 empowers the President to establish by Warrant the Nigerian Order of Dignity to honour deserving citizens who have contributed to the development and progress of the country as well as to any human field of endeavour.
Before now, many deserving Nigerians have been conferred with honours by the British government. Most of the foremost Nigerian Nationalists like Dr. Nnamdi Azikiwe, Chief Obafemi Awolowo, Sir Ahmadu Bello and Alhaji (Sir) Abubakar Tafawa Balewa were recipients of the British Awards. Aside from receiving awards such as Order of the British Empire (O.B.E), Most Excellent Order of the British Empire (MBE), Commander of the Order of the British Empire (C.B.E) others were awarded medals for their distinguished service in the military.
Nigeria National Honours Award as established by the Honours Warrant of 1964 is in two major categories. The first is the Order of The Federal Republic comprising of the following awards from the highest to the lowest: Grand Commander of the Federal Republic (GCFR); Commander of the Federal Republic (CFR); Officer of the Order of the Federal Republic (OFR); Member of the Order of the Federal Republic (MFR).
The second order of awards is Order of the Niger comprising of the following awards from the highest to the lowest: Grand Commander of the Order of the Niger (GCON); Commander of the Order of the Niger (CON); Officer of the Order of the Niger (OON); Member of the Order of the Niger (MON).
In addition, the Warrant provides for two classes of Federal Republic Medals as follows: Federal Republic Medal – First Class and Federal Republic Medal – Second Class.
Recipients of the awards apart from having their names published in the official Federal Government gazette will receive a letter of award from the federal government, a medal of award given by the President and a Certificate to be signed by the President. Recipients of the honour enjoy some privileges like adding the honour as suffix to their names; Enjoy courtesy at public places and functions among other benefits.
It is unarguable that the Advertising Industry has contributed immensely to the growth and development of the economy driving the growth of the private sector. The entire economy benefits from the advertising value chain.
Suffix to say that the industry has over the last five decades witnessed phenomenal upsurge in global competitiveness and impact attributable to the unrelenting and visionary efforts of compatriots and corporate juggernauts.
The President during the 2022 National Honours Award Investiture Ceremony stated that the National honours is conferred on deserving Nationals and Non-Nationals, who have distinguished themselves in the service of the nation and humanity in accordance with the National Honours Act CAP. N43 of the Laws of the Federation of Nigeria 2004.
According to him, “The screening and selection of nominees for this year’s award as always, followed established broad criteria which included but not limited to; Consistent and meaningful participation in community and/or national development; Rendering unsolicited, selfless and philanthropic services to humanity; outstanding sacrifice in the defense of a cause popularly adjudged to be positive, relevant and beneficial to the nation and community; Distinct act of bravery in the protection and/or defense of national interest, public peace, safety of life and property.
“Remarkable achievement in any field of expertise where the person’s activities in that field have made significant contributions to the attainment of national goals and objectives; and Immense contributions towards the upliftment of community, state, nation and/or humanity through achievements by way of inventions and bringing outstanding honour and glory to the state through personal dedication and patriotic commitment”.
Considering the aforementioned criteria for the National Award, it puzzles the mind that since its inception in 1963, only three advertising professionals had so far been recognized despite the immense contributions of the sector to the economy. The recent being the widely acclaimed “Father of Advertising”, Dr. Biodun Olushina Shobanjo who was conferred with the honour of the Officer of the Order of the Niger (OON). The other two, Sir Steve Omojafor, OON and Udeme Ufot, MFR.
Out of a total number of 5,341 persons who have so far received Nigeria’s National Honours Awards since its inception on October 1, 1963, only three advertising professionals have been given the most prestigious national awards. Needless to say, that history bears record of some of the most iconic and patriotic Nigerians who have with enthusiasm and spirit of nationalism made an indelible impact in the advertising industry and the nation at large.
Like the trio who have straddled Nigeria’s marketing and advertising industry for decades, with formidable legacy replicated in the new generation of admen, other highly distinguished professionals have been marked as outstanding individuals having contributed in no small measure to the Nigeria Advertising Industry. These include, Late Mr. Sylvester Moemeke, Ted Mukoro, Mrs. Bola Thomas, Mr. Lolu Akinwunmi, Mr. Ayo Owoborode, Chief Adeniyi Williams, Mr. Mac Oviagele, Mr. George Thorpe, Senator Akin Odunsi, Otunba Tunde Adelaja, Mr. Billy Lawson, Mr. Jimi Awosika, Dr Osa Empokae, Chief Ahmed Omisore, Chief Foluso Akinbobola and several others still blazing the trail.
Though the Presidential honour will be a boost for Nigerian advertising professionals, the short supply of the Presidential recognition has not deterred them from flying the National flag outside the shores. The Nigerian Advertising industry is competing globally bringing home a plethora of International awards annually.
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