Many still don’t know what goes behind making beautifully aesthetic and appealing billboards. We just see them planted on our roadsides and are enthralled by their magnificent and glistening outlooks. Yes, most billboards especially in the cities are eye-catching, and attractive and sometimes represent impressive work of creativity, attention to detail, and flawless execution. In some, we see touches of professional panache while in others we are appalled by their clumsiness.
Of course, achieving great designs is not rocket science but like every other undertaking that’s premised on quality and standard, money is an inevitable factor. To have an arresting billboard, for instance, you must be ready to bring out your thinking cap, negotiate as if your life depends on it, and probably pay through your nose. Like every other thing of great value, we only get to see the outcome and not the ones that go on the inside of deals, policies, programs, and even designs.
Due to what we know about the corporate world, especially the big companies, we might not be completely surprised by their design, branding, and advertising budgets. In effect, they have the financial wherewithal to spread and share their messages and contents to the nooks and crannies of society without batting an eye. In fact, they have the muscle to shoulder any financial obligations on marketing, branding, and advertising with mirthful readiness. Unfortunately, once we narrow down the lens to capture the political class, we might be shocked to know how much is exchanged hands between the billboard makers, advertising agents, and politicians. Our surprise for instance might stem from the fact that most grass root politicians do not have deep pockets to fuel their various political activities and that puts them at a clear disadvantage. Although billboards weren’t part of the campaign strategies in the distant past, now, with advances in technology, the story is different. According to findings, rural areas have always been reluctant in embracing some of these strategies in the past but now, they are part of the targeted markets by advertisers.
In this current dispensation, and regardless of the cash crunch faced by politicians, most will still find a way to have their names, party logos, and aspirations etched on the covers of billboards during the electioneering campaign. They do this for obvious reasons: to consciously and consistently plant themselves in the minds of the electorates. And for many years, that strategy has never failed. As the saying goes, it’s far easier to believe what we see than what we do not. The aphorism of a picture speaks more than a thousand words and also readily comes to mind. By nature, irrespective of our class or caste, region, or religion, we are all wired to appreciate beautiful pieces of work. Interestingly, appealing work of art has both been discovered to be both therapeutic and magical. As a matter of fact, it possesses an indispensable healing power. This has been true and consistent with people’s confessions.
But when those aesthetically appealing billboards become the subject of vandalism and destruction by miscreants and hooligans, we must all be worried. Although billboard destruction or political violence is not new in our political trajectory, the rate at which this is happening within the metropolis of Ibadan and other places in the state should concern us all. Unsurprisingly, we all know the motives of those criminals go beyond wreaking havoc on billboards; they are battle ready to shed innocent blood for their benefactors. In fact, available evidence suggests they are prepared to take anyone who stands in the way of their leaders out of the equation. Following the cases of reported billboard vandalism and the ensuing political brigandage that may disrupt the relative peace in the state, the Oyo police command had to read riot acts by giving a stern warning to troublemakers. While that act is commendable, it is important to note that more proactive, creative, and adaptive measures must be taken to forestall possible breakdown of law and order.
For example, placing an advert on the billboard is expensive. For thirty days, most billboards go out for as mind-blowing as five hundred thousand nairas (500,000). The advertising practitioners council of Nigeria (APCON) was established to promote responsible and ethical advertising practices, acting as the conscience of society and watchdog for the consumers; while managing the needs and interests of the stakeholders in Nigeria’s advertising industry. But in places like Beere, Oje, Bus stops, Olomi, academy and others have become increasingly difficult for the opposition to have their posters, banners, and billboards on the ground. In other words, the hooligans are making it pretty difficult for agencies like APCON to make money and perform their statutory functions. That’s why an agency like APCON must take this disturbing issue of billboard destruction very seriously. As the agency has seen, the bulk of this destruction and vandalism stops on its desk. Of course, other stakeholders have important roles to play in clearing this mess but the charge is better led by APCON. For some within the agency, the destruction might be seen in profitable light. In their minds, the destruction of billboards should automatically translate to more business. While this may be true in some cases, it might not be true in others. For example, once a billboard is destroyed, politicians hardly take redesigning very seriously. And that simply takes a toll on the profit generated by the agency. Urgently, APCON must begin the sensitization of the public to the danger of billboard vandalism.
It has a lot to gain because it would mean her business model is sustained. As we now learned, sustainability only has two elements: stability and balance. Currently, the business of billboard advertising particularly in Ibadan is facing an existential crisis – it’s unstable. Most billboards belonging to the opposition parties have been destroyed while those of the PDP have been spared. I make bold to say that no one in the state has a monopoly on vandalism, destruction, and violence. The arrest of Mukaila Lamidi for example by the police might be a welcomed development, but the danger he and his group poses to the people of Oyo is better imaged. To end billboard vandalism, troublemakers must be identified and be put behind the bars. No one should expect more any serious action from Seyi Makinde’s government on this issue. A government that has shielded touts, hooligans, and ruffians cannot commit to ending the scourge it deliberately created for intimidation, harassment, and victimization of opposition members and innocent members of the public.
OYO101 is Muftau Gbadegesin’s opinion about Issues affecting Oyo state, published on Saturdays. He can be reached via @TheGMAKing on Twitter, muftaugbadegesin@gmail.com and 09065176850
