Babachir Lawal: How Tinubu, Others Packaged Buhari For Nigerians

How did you manage to turn around the negative perceptions the public had of Buhari?


At the time, Nigerians saw Buhari as just a wood. He had no emotions. People weren’t seeing him as a loving husband and father, and doubted if he could be humane. It was Tinubu who brought in consultants from the US – the firm behind the successful execution of President Barrack Obama’s campaign. It helped to repackage Buhari to Nigerians. They came and started from the scratch; they did some research work for us. They told us where Buhari was weak and the messages needed to change the long held perception, using billboards and other campaign methods.


That was when you started seeing Buhari wearing a suit, and in Igbo, Yoruba and Kanuri attire. It was then people started to see Buhari as a family man with his beautiful daughters.


The strategy was to transform his image and show a humane, loving and trustworthy person. It helped us. At some point during our strategy sessions, the consultants asked us: why don’t you allow Buhari’s wife to come out so that she can be contrasted with Dame Patience Jonathan? When you do that, you would have won the election already, they said. She provided a contrast to the former First Lady.


Rallies don’t win elections. It is the underground work that wins elections. Almost the same thing repeated itself in 2019. Tinubu doesn’t like to take credit for what he does; he lives for politics, gets his money from politics and spends it on politics. He has no other interest except politics. The monies he spent out of his pocket that are unaccounted for outside of the party’s campaign finances, are quite enormous. I know this because he’s my friend and because I am also involved in the Buhari government. So when there is a crisis, I am the one whose duty is to run to the South-West.


Therefore, except we want to bring the wrath of God on our heads, which we don’t want, the party must create an environment that is free and fair for anybody who wants to contest, including Tinubu, to do so. Allow the delegates, who must have emerged through a similarly free and fair process, decide who they want to vote for. It will be our duty as ‘Tinubu’s boys’ that time to say, ‘Let us vote for Bola’.


By the way, what did we get from several years that the Presidency has resided in the North? Along that line, we have also had vice presidents who were northerners. We have had presidents who were northerners but for some reason, the system is not improving. Presidency from the North is like an albatross around our neck. We northerners can do with power going elsewhere so that at least, we can now complain. But you cannot be holding on to power while things are not working fine. Let us also be able to complain, especially those of us who play active roles in the country.

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