Why I ditched the green-white-green poster for a campaign that helps young Nigerians launch their ideas into action.
Every year, as Nigeria’s Independence Day approaches, there’s an unspoken duty to post something thought-provoking on social media.
The annual “celebration” meets us at various stages of delight, deliberation or disappointment, but it seems as though it is impossible to have some sort of social media voice and not acknowledge this one day. The timeline is green and white, filled with hopeful captions about “our great nation.” Then October 2nd arrives, and we quietly return to business as usual.
This year, I couldn’t bring myself to do it. I just didn’t have the energy for another “aspaya-to-paspaya” quote. I wanted something real. Something that would move us an inch closer to the Nigeria we dream about, not just talk about.
That’s how #LaunchMe65 was born.
It started as a simple idea: For this 65th anniversary, what if we celebrated Nigeria’s Independence by launching something – or someone – forward?
So, I created a month-long campaign to give one young person living in Nigeria the support they needed to turn their idea into reality. Their challenge was to post a 65-second video pitching their business idea, project or learning goal, and the difference the prize would make to their journey. A panel of judges comprising entrepreneurs, professional leaders, and youth advocates would review the submissions. On October 31st, we would announce the winner, who would receive a ₦500,000 micro-grant and three months of business mentorship.
It didn’t have to be perfect – after all, that’s where the mentorship would come in. It just had to be a powerful, well-thought-out desire. The goal wasn’t to find the next tech unicorn. It was to find young Nigerians who were already building, creating, and solving problems in their own corners, and give them a push.
The applications started pouring in, and the submissions left me both inspired and conflicted – because choosing a winner turned out to be the most difficult part of the campaign!
Young Nigerians are building where they are, with what they have. They might not be inventing the wheel, but they’re keeping it turning; fixing community problems, creating side hustles, and finding new ways to make a living.
And they’re doing it with a surprising level of tech fluency.
These young people were splicing and editing videos like pros! One of the judges actually remarked that one of the video scripts “sounded AI-generated,” and honestly, I took that as a good sign. If they’re learning to use tech tools to improve their storytelling and sharpen their ideas, then maybe the future really is in good hands.
The response to this small idea was overwhelmingly positive. Applicants poured in from across Nigeria, the judges were inspired, and the public applauded the initiative for what it was – just a small step that could make a big difference in a young person’s life.
One of our judges with a thriving food business was so moved by a runner-up applicant in the food industry that they offered to mentor them personally. That, to me, is what #LaunchMe65 was all about. It was never about the sum being offered, but what could be done with whatever is in your hand right now.
Our eventual winner was a young man from Aba, Abia State. He’d started a laundry business on his own, offering pickup, service and delivery, and was already earning a reputation for his reliability. But he was held back by inconsistent electricity and limited equipment.
The grant gave him the boost he needed: alternative power, better tools, and the confidence to scale. His gratitude and determination during our first mentoring session gave me the confirmation I needed that we’d chosen well.
The success of this programme has been both humbling and energising.
The campaign was never a mega-project; it was a micro-grant. But that was the point. I wanted to prove that you don’t need massive resources to create change. You just need to start.
#LaunchMe65 reminded me that independence isn’t about flags and speeches, it’s about taking ownership. Every small act counts – one person at a time, one meal at a time, one school fee paid at a time.
Perhaps there will be more #LaunchMe65 campaigns in the future – perhaps even in collaboration with individuals or organisations who share this ethos of small, meaningful impact. It will depend on partnership and alignment, but it will focus on helping a Nigerian. And maybe if enough of us do this consistently, maybe one day our “Happy Independence Day!” posts will match our lived reality.
Rachel Onamusi is the CEO of VN Sync, a UK-based tech company and full-service marketing firm with expertise in all aspects of media and a strong focus on digital strategy development and implementation. Dedicated to creating lasting impact, Onamusi is a sought-after speaker, thought leader, writer and frequent media contributor.
