The Nigerian government has announced its commitment to bolstering local animation and children’s programming, aiming to foster national pride through culturally relevant content. At the launch of the Unveiling and Rebranding Nigeria Initiative (URNI) on October 26, Malam Lanre Issa Onilu, Director General of the National Orientation Agency (NOA), outlined the project’s goals. Representing the Minister of Information, Mohammed Idris, Onilu emphasized the need for Nigerian children to see homegrown heroes in media rather than solely adopting foreign characters like Spider-Man and Iron Man.
Onilu mentioned recent discussions with animation industry stakeholders in Lagos, with plans to spotlight government investment in the local sector during an upcoming animation festival. This initiative aligns with the National Identity Project, approved by the Federal Executive Council, which aims to unify various sectors in Nigeria—including youth, academia, and civil society—under a cohesive blueprint for promoting national identity.
Contrary to speculation, Onilu clarified there are no plans to ban foreign cartoons but rather to introduce attractive Nigerian alternatives, gradually reducing the influence of foreign content. “It’s about creating our own heroes and stories,” he stated, encouraging the local animation industry to take center stage in this cultural shift.
