Leveraging my background in technology and marketing within Lagos‘ dynamic digital landscape, I have witnessed firsthand how compelling storytelling can shape public attitudes, especially when controversy surrounds government-led initiatives.
Recent events have underscored this phenomenon: the selection of Ayomiposi Oluwadahunsi, popularly known as Mandy Kiss, a digital content creator, as an ambassador for Lagos State’s Kicks Against Drug Abuse (LASKADA) initiative, alongside the 2023 collaboration between Azeez Adeshina Fashola, aka Naira Marley, and Nigeria‘s National Drug Law Enforcement Agency (NDLEA).
These campaigns, designed to leverage the influence of reformed individuals in combating drug abuse, have ignited heated online discussions. Yet, if policymakers apply insights from neuromarketing, consumer behavior, and social sciences, this strategy holds considerable potential.
In this article, I analyze public sentiment surrounding these cases and outline a five-step approach to effectively transform former offenders into respected anti-drug advocates, steering clear of the public skepticism that often undermines such efforts.
To begin, it’s important to understand the widespread negative public response. An analysis of reactions to Instablog’s announcement of Mandy Kiss’s appointment showed that 85% of comments were critical. The feedback was rife with sarcastic emojis, accusations of insincerity, and remarks like “The Nigerian government isn’t serious” or “This is a sign of societal collapse.”
Likewise, the 2023 NDLEA campaign video featuring Naira Marley-whose earlier music glorified drug culture-urging fans to quit drugs, received over 80% unfavorable reactions. Public figures such as Tonto Dikeh condemned it as the “most embarrassing” government campaign to date. The discourse was dominated by cynicism and ridicule, with many dismissing the initiative as a farce. NDLEA’s subsequent clarification that Marley was a collaborator rather than an official ambassador failed to restore public trust in the campaign.
These reactions reveal a fundamental misstep in neuromarketing: the emotional centers of the brain, particularly the amygdala, respond with distrust when messages seem disingenuous, triggering psychological resistance known as “reactance,” where people reject perceived attempts to manipulate their choices.
From a sociological standpoint, Howard Becker’s labeling theory explains why society stigmatizes these individuals as deviants, making their sudden rebranding appear forced and inviting collective mockery. However, with 14.4% of Nigerians aged 15-64 reportedly using psychoactive substances (2024 data), involving reformed voices remains a strategic necessity. These individuals can connect with youth subcultures in ways that traditional officials cannot. The key challenge lies in execution. Below is a neuromarketing-informed blueprint for policymakers to rehabilitate former offenders into credible advocates.
Step 1: Confirm authentic transformation to build credibility
Neuromarketing studies indicate that authenticity engages the prefrontal cortex, fostering trust. Instead of prioritizing social media fame-as was the case with Mandy Kiss-demand verifiable proof of change. For personalities like Mandy Kiss or Naira Marley, require documented periods of sobriety, endorsements from mental health professionals, or monitored behavioral changes over 6 to 12 months. Publicly disclose these verified milestones-for example, “Mandy Kiss has sustained sobriety for 18 months, verified by an independent body.” This transparency reduces cognitive dissonance, reconciling past controversies with present integrity and preempting skepticism.
Step 2: Develop engaging redemption stories to foster emotional bonds
Consumer psychology’s narrative transportation theory suggests that immersive storytelling can overcome cynicism. Avoid dry press releases; instead, create authentic, episodic content on platforms like X or TikTok that trace the ambassador’s path from hardship to recovery. Emphasize emotional turning points-moments of regret, breakthroughs, and triumphs-that stimulate oxytocin, the hormone linked to empathy and social bonding. Imagine Naira Marley openly sharing his journey of change, humanizing himself and aligning with Erving Goffman’s concept of redemption rituals, which facilitate societal acceptance through public acknowledgment of transformation.
Step 3: Introduce ambassadors with care to reduce backlash
Many campaigns stumble here, turning potential goodwill into public relations failures. Neuromarketing advises against sudden announcements, which can provoke resistance. Instead, adopt transparency from the start: openly address the individual’s past and explain the reasoning behind their selection. Incorporate interactive elements such as live Q&A sessions hosted by the ambassador. Avoid formal press releases during sensitive times-Mandy Kiss, for instance, faced controversy over an unrelated Guinness World Record claim, complicating public perception.
Consider organic reveal tactics: picture Mandy Kiss hosting a candid live discussion on TikTok or Instagram about drug abuse, joined by a LASKADA official who publicly endorses her during the session. This approach shifts the narrative from forced publicity to genuine momentum, leveraging social proof to counteract mockery.
Step 4: Cultivate grassroots backing to boost positive sentiment
Consumer psychology’s social proof principle underscores the influence of collective endorsement. Negative reactions often create vocal opposition groups; this can be countered by engaging micro-influencers within the ambassador’s community (e.g., Marlians for Naira Marley) to share early positive testimonials. Upon public introduction, mobilize key opinion leaders to amplify supportive messages, creating a ripple effect that transforms isolated announcements into community-driven movements. In Lagos’ fast-paced social media environment, this tactic can outpace cynics and build lasting enthusiasm.
Step 5: Monitor and adapt continuously to sustain credibility
Approach the campaign with the flexibility of a tech startup. Employ neuromarketing tools such as real-time sentiment analysis or EEG feedback to gauge public opinion. If negativity arises, respond swiftly with follow-up content demonstrating tangible impact-for instance, “Mandy Kiss’s outreach has contributed to a X% decline in youth drug use in targeted areas.” This reinforces principles of restorative justice, validates the approach, and maintains momentum.
For organizations like LASKADA and NDLEA, adopting this sophisticated, brain-based methodology could elevate Lagos’ anti-drug campaigns from subjects of ridicule to exemplars of innovation. Nigeria’s ongoing fight against drug abuse calls for courageous, well-considered strategies-messengers who genuinely resonate with youth, rather than fleeting viral sensations.
Ogunseye is a Lagos-based specialist in AI-driven consumer insights, neuromarketing techniques, and startup growth strategies.