The 2027 presidential election campaign has taken an early grassroots turn in Abuja, with the Hope Alive Initiative (HAI) deploying about 40 giant human mascots across strategic locations in the Federal Capital Territory to mobilise support for President Bola Ahmed Tinubu’s re-election bid.
The street activation, held on Wednesday, marked the first phase of HAI’s multi-platform campaign and saw colourful mascots deployed at major roundabouts, markets, motor parks and other busy locations, attracting the attention of motorists, commuters and residents.
Displaying banners and campaign messages, the mascots moved through parts of the capital as the organisation sought to take its pro-Tinubu campaign beyond conventional political gatherings and directly into public spaces.
HAI said the street mobilisation would be followed by a broader communication strategy combining physical outreach with digital and traditional media, including a city-wide SMS campaign, 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 organisation said it decided to support Tinubu’s re-election based on what it described as the administration’s “bold reforms and initiatives” aimed at repositioning the economy and strengthening national institutions.
HAI cited reforms in the petroleum sector, developments in the foreign exchange market, increased government revenue and foreign reserves, moves towards greater local government autonomy, police and internal security reforms, the Nigerian Education Loan Fund (NELFUND), tax reforms and major road projects as key areas it believes should shape the 2027 electoral debate.
“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,” the organisation said.
Speaking during the street mobilisation, Omoarelojie said HAI deliberately adopted a grassroots approach to reach Nigerians outside traditional political structures.
“We are asking Nigerians to look beyond sentiment. Let us look at the facts as they are,” he said.
He urged voters to assess the administration based on its policies, programmes and measurable outcomes rather than political sentiments, citing the student loan scheme, economic reforms, foreign exchange management and infrastructure development as areas where the group believes the government has recorded progress.
The organisation, however, acknowledged that some of the reforms had created short-term economic difficulties for citizens but argued that their long-term benefits would depend on sustained implementation.
As part of the campaign’s digital component, HAI said it would deploy SMS messaging as a direct communication channel to residents across Abuja, describing the initiative as the first stage of a wider mobilisation strategy expected to expand as the 2027 election approaches.
The group will also launch a weekly Pidgin-language radio programme titled Wetin Tinubu Don Do Sef, aimed at explaining government policies and programmes in a language accessible to a broad section of Nigerians.
According to HAI, each episode will focus on a specific policy area, examine its impact and explain how citizens could benefit from relevant government initiatives. The programme will feature presenters, guests and co-hosts, alongside expert perspectives, citizen contributions and practical examples.
HAI said the programme would eventually be syndicated on selected radio stations across the country as the campaign expands.
The organisation is also preparing an original campaign jingle to reinforce its political message across radio and other platforms. HAI said the jingle draws inspiration from the tradition of memorable Nigerian political campaign songs, including the famous Hope ’93 campaign associated with the late businessman and politician, Chief M.K.O. Abiola.
HAI described its August 19 street activation as the beginning of a sustained campaign that will combine grassroots mobilisation, broadcasting, digital communication and public engagement.
Subsequent phases will focus on the economy, education, security and infrastructure, with particular attention to NELFUND, economic reforms, security initiatives and road projects.
Omoarelojie said the 2027 presidential election would provide Nigerians with an opportunity to assess the country’s direction and determine whether the Tinubu administration had earned another mandate.
He urged voters to engage with the issues and judge the administration by its record, policies and impact on citizens rather than political rhetoric.
The Abuja activation, combining human mascots, SMS messaging, Pidgin-language broadcasting and campaign music, signals HAI’s attempt to build an early grassroots support base for Tinubu ahead of the 2027 presidential contest.
