The Hope Alive Initiative (HAI) has unveiled a multi-platform grassroots mobilisation campaign in support of President Bola Tinubu’s re-election bid in the 2027 presidential election, deploying street activations, SMS messaging, radio programming and political entertainment to sell the administration’s record to voters.
The first phase of the campaign begins on August 19 with the deployment of about 40 human mascots to strategic locations across Abuja, alongside a city-wide SMS mobilisation drive, a weekly Pidgin-language radio programme and an original campaign jingle.
In a statement signed by its Director of Press and Communications, Ernest Omoarelojie, the group said its campaign was designed to take the Tinubu administration’s policies and achievements directly to citizens while building grassroots support ahead of the 2027 poll.
HAI said its backing for Tinubu was driven by what it described as “bold reforms and initiatives” aimed at repositioning the Nigerian economy, strengthening institutions and creating the foundation for long-term development.
The group specifically cited the administration’s petroleum-sector reforms, which it said had contributed to an end to perennial fuel scarcity and encouraged the emergence and expansion of private refineries.
It also listed increased stability in the foreign exchange market, higher government revenue and foreign reserves, efforts toward greater Local Government autonomy, police and internal security reforms, the Nigerian Education Loan Fund (NELFUND), tax reforms and major road infrastructure projects in Abuja and other parts of the country.
“While these reforms have come with short-term challenges, we believe they are difficult but necessary steps towards a more sustainable, prosperous and better governed Nigeria,” HAI said.
As part of Wednesday’s opening activation, the organisation said about 40 colourfully dressed human mascots would be positioned at major roundabouts, markets, motor parks and other high-traffic areas across the Federal Capital Territory.
The mascots are expected to carry branded banners promoting Tinubu’s second-term bid, marking an unconventional attempt to take political messaging beyond conventional rallies and campaign events.
HAI said the street mobilisation would complement its wider media and digital campaign, with subsequent activities expected to expand beyond Abuja.
At the same time, the organisation will launch a city-wide SMS mobilisation campaign designed to establish a direct communication channel with residents and disseminate its messages ahead of the 2027 election.
The SMS initiative, according to the group, represents the first stage of a wider mobilisation programme that will be expanded as the election draws closer.
A major component of the campaign is a weekly Pidgin-language radio programme titled “Wetin Tinubu Don Do Sef”, through which HAI intends to explain government policies, programmes and projects in language it considers more accessible to ordinary Nigerians.
Each edition will focus on a particular policy area, examining its implementation, impact and potential benefits to citizens.
HAI said the programme would feature a host alongside regular guests or co-hosts, with expert perspectives and citizen voices incorporated where appropriate.
The group said the radio programme would pay particular attention to issues including the economy, education, security, infrastructure and NELFUND, which it believes require greater public awareness.
The opening phase will also feature an original campaign jingle inspired by Nigeria’s long tradition of political music and memorable campaign anthems.
HAI said the jingle draws inspiration from the tradition associated with historic Nigerian political campaigns, including the widely remembered Hope ’93 campaign linked to the late Chief M.K.O. Abiola.
The organisation described the four initiatives — street mobilisation, SMS messaging, radio programming and the campaign jingle — as only the beginning of a broader political communication strategy.
According to HAI, subsequent phases will examine the Tinubu administration’s policies and programmes across critical sectors, including economic reforms, education, security and infrastructure.
The group said the campaign would seek not only to mobilise support for Tinubu but also to communicate what it considers the administration’s achievements and provide explanations of policies that have generated public debate.
The August 19 activation is therefore expected to mark the beginning of a sustained grassroots campaign by HAI as political parties, support groups and other interests gradually intensify preparations for the 2027 presidential election.
