UNITED WE STAND STAKEHOLDER CAMPAIGN

The United We Stand campaign was an effort to raise awareness about the widespread issue of counterfeiting, intellectual property theft and piracy in Nigeria. Although starting out as #IStandWithTara, led by Tara fela Durotoye, CEO, House of Tara, Oke Maduewesi of Zaron Cosmetics joined the campaign as a victim of counterfeit to tackle the menace in Nigeria.

Piracy, counterfeiting, and intellectual property theft has ripped producers, manufacturers, and creatives off the dividends of their work and has also impacted negatively on the country’s economic and financial development

 

The campaign also highlighted the part consumer’s play in promoting counterfeit products, stressing that consumers can shape culture and change the value system.

  • We were engaged to take on the project after proposing the #IStandWithTara and #UnitedWeStand campaign to address the problem of counterfeiting and intellectual property theft in Nigeria.
  • Strategies developed were;

I) Stakeholder meeting – A gathering of stakeholders to address the issues of counterfeiting and intellectual property theft that Nigerian consumer brands face. The event featured two panel discussions with speakers ranging from CEOs and top executives of affected brands, industry regulators, to legislators and government officials, to discuss possible solutions to the problem.

II) Video campaign - To drive emotional impact and create a substantial call to action, a video pioneered by House of Tara, featured powerful and inspirational stories by the campaign collective as they spoke about the issue of counterfeit and its widespread grip across many Nigerian businesses, calling out the government, legislators and regulators to implement laws to protect business owners as well as to educate consumers.

III) Social Media Campaign – To raise awareness about the campaign celebrities and influencers shared videos supporting the fight against counterfeiting on their social media using the hashtag #IStandWithTara and #UnitedWeStand

IV) House of Tara Store Experience – To promote and encourage purchase of original products, influencers were engaged to go to different Tara stores across Nigeria for a store experience. These influencers shared their experience on social media and shared information about how to tell the difference between original and counterfeit products.

  • The Honorable Minister of State for Industry, Trade and Investment, Hajiyah Aisha Abubakar delivered the keynote address at the stakeholder meeting.
  • The United we stand campaign collective included; Tara Fela-Durotoye (CEO, House of Tara International), Oke Maduewesi (Zaron Cosmestic), Funke Akindele-Bello (Scene One TV), Temitayo Eyitayo (Founder, 24 Apparel), Uzo Uzeoke (Executive Director, Emzor Pharmaceuticals) and Chude Jideonwo (Managing Partner, RED Media Africa)
  • Developed and invited a network of seasoned professionals across different sectors for the panel discussion including; Obafemi Abaga (Partner/Head of Brand Protection, Jackson, Etti & Edu), Vivian Oputa (Medical Practioner), Babatunde Adenaike (Product Manager, Flour Mills Nigeria PLC.), Obi Asika (CEO, Storm 360) and Okechukwu Ofili (Founder, Okada Books).
  • Secured media partners to ensure continuous flow of information throughout the campaign.
  • Organized and coordinated the stakeholder meeting with over 150 guests and 30 media representatives in attendance.
  • Radio and television tour on key platforms (pre and post the stakeholder meeting).