The Minister of Information and National Orientation, Mohammed Idris, has charged advertisers to join in correcting the narratives about religious genocides in Nigeria.

Idris spoke at the 5th Edition of the National Advertising Conference of Advertising Regulatory Council of Nigeria, in Abuja.

The conference has as a theme — “Marketing Communication: Transforming Business and Creating Growth in Challenging Times”.

He said the challenge facing the nation is not only economically related but also communicational.

While admitting the fact that the country has security challenges, the minister, however, said that the present administration under President Bola Ahmed Tinubu is fully committed to ending the scourge

He noted that the government has made huge investments to strengthen the security architecture.

He said, “Distinguished participants, our nation today faces challenges that are not only economic or security-related but also communicational. One of the gravest of these is the deliberate spread of misinformation — particularly the false and damaging narrative of Nigeria as a “violator of religious freedom.”

Let me state clearly and emphatically that this narrative is false. 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 from terrorists and violent extremists, but these are not targeted at any religion or ethnic group. 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.

He also added, “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 therefore charged the advertiser as marketing communication professionals to get involved in the national perception and image.

“You are not only storytellers for brands and businesses — you are also custodians of national perception and image.

“When false narratives about Nigeria are spread — especially internationally — it is your creativity, strategy, and storytelling that can counterbalance them with truth, context, and compelling narratives of hope and progress.

“We need 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 who 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,” the minister said.

He also assured members of ARCON of the ministry’s support and partnership to ensure that the advertising and communication ecosystem thrives in a regulated but enabling environment.

He also added, “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.

“The National Values Charter Framework, being implemented by the Ministry, is aimed at restoring the values of truth, integrity, patriotism, and national pride. These are values that must also underpin all marketing and communication practices in this country.

In his conclusion, the Minister said, “We live in an era where businesses must innovate not only to survive but to thrive amid economic headwinds, technological disruption, and shifting consumer behaviour.

“Marketing communication is at the centre of this transformation. It remains the bridge between creativity and commerce, between ideas and 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.”

In his remarks, ARCON DG Dr. Olalekan Fadolapo charged advertising professionals to drive business growth through innovation and strategic communication.

Fadolapo said, “In today’s world, market algorithms and marketing activities are shifting faster than ever. Consumer behaviour is becoming more complex to track, and digital disruption continues to redefine the rules of engagement,” Fadolapo said.

“This is why our ability to communicate effectively has become more vital than ever.”

The ARCON boss underscored the crucial role of marketing communications in stimulating business growth, brand resilience, and national development, particularly amid economic uncertainties.

He noted that the 2025 conference provides an opportunity for professionals to exchange insights, challenge assumptions, and develop solutions that strengthen the advertising ecosystem.

“This is a gathering of strategists, creators, innovators, and storytellers united by a shared goal: to reimagine how communication drives brand value, business sustainability, and national growth,” he added.

Fadolapo reaffirmed ARCON’s commitment to fostering professionalism, ethical standards, and innovation across the advertising industry. (The Nation)