Information minister Mohammed Idris has called on the Advertising and Integrated Marketing Communications Industry to sensitise Nigerians to the various economic opportunities emerging around them.

Mr Idris stated this at the National Advertising Conference (ARCON) on Thursday in Abuja. He said the people also need to be aware of the government’s efforts to improve their lives.

The minister, while highlighting government efforts and reforms geared towards bettering the lives of citizens, said if the people are not aware, they could not benefit from the programmes.

He said among such programmes are the recent Presidential Conditional Grant Scheme and Palliative Programmes, aimed at traders, artisans, transporters, vendors, and creatives with grants and low-cost loans.

“Now we need you to bring that influence to bear on helping to sensitise Nigerians to the activities the federal and state governments are executing to make life better for Nigerians.

“We need your creative solutions and approaches, and we need your unparalleled network; we need your platforms. This is not about propaganda or noise-making. If the people and businesses meant to benefit from the loans, grants, and cash transfers are unaware, how will they benefit?” stated the minister.

According to Mr Idris, marketing communication professionals have a role to play and are well-positioned to serve as catalysts for Nigeria’s social and economic transformation.

While welcoming participants at the conference, the ARCON director-general, Olalekan Fadolapo, said marketing communications were strategic to the growth and development of the nation’s economy.

“Scaling up the advertising regulatory framework to stimulate economic development, inclusive growth, wealth creation, and the development of local talents has been a significant priority of ARCON.

“As professionals, we will look at our practice as an economic enabler and come up with suggestions and recommendations that will help impact our industry and the country positively.

“I am confident that the insights gained will enrich us professionally as well as empower us to be agents of positive change in our nation,” said Mr Fadolapo.

(NAN)