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In a bold step towards combating drug and substance abuse among young Nigerians, Nigerian Entertainment Today (Netng), the world’s number one source of African entertainment, has partnered with the MTN Foundation to lead advocacy against substance abuse in Nigeria.
MTN ASAP, introduced in 2019, is a comprehensive intervention with the primary objective of raising awareness about substance abuse and addiction among young individuals. Its purpose is to deter first-time users from taking that initial step toward potential addiction. This year, MTN ASAP will achieve this through a series of activities that will commemorate with the annual International Day Against Drug Abuse and Illicit Trafficking (World Drug Day), which holds every June 26.
With the theme, ‘It’s Everyone’s Fight’, this year’s partnership marks a significant milestone in MTN and Netng’s continued commitment to tackling the menace of drug abuse and would include a series of activities from Advocacy Walk slated to hold simultaneously in Abuja and Lagos state on June 24, 2023, to Unplugged Training, National Quiz Competition, and a National Stakeholders Conference, at the Banquet Hall of the State House, Abuja, on June 26, 2023.
The Unplugged Training will involve coaching 180 teachers across 60 public secondary schools from six states of the federation with the primary objective of effectively communicating and promoting anti-substance abuse messages and prevention strategies among students within their respective schools.
To raise awareness of drug abuse among young Nigerians, 18 public secondary schools from six states in Nigeria: Adamawa, Enugu, Nasarawa, Edo, Katsina, and Oyo, will be participating in the quiz competition. On June 23, 2023, the top six schools from the elimination online stage will qualify for the final round of the competition, which will be held physically in Abuja.
In 2021, the United Nations Office on Drugs and Crime (UNODC) reported that around 275 million people used drugs worldwide in the previous year, while over 36 million people suffered from drug use disorders. While data on drug abuse in Nigeria is limited, there is growing concern about substance abuse, particularly among the youth, who make up about 60% of the population. According to the National Drug Law Enforcement Agency (NDLEA), 40% of Nigerian youth between the ages of 18-35 are deeply involved in drug abuse.
Recognising the importance of collaboration in addressing this grave issue, MTN, and Netng have combined their expertise and resources to enhance the impact of their collective efforts.
There is a need to educate young people about the harmful effects of drugs, which use is sometimes promoted by entertainers who many young people see as role models.
In 2021, an alarming trend emerged as numerous young people enthusiastically participated in the ‘Peru’ TikTok challenge. However, unbeknownst to many, a line in the lyrics actually promoted drug use, with the phrase “Mi o kin fa’gbo but I’m on molly,” translating to “I don’t smoke, but I’m on molly.”
Further contributing to the concern, when renowned Grammy winner Burna Boy released the hit single ‘Last Last’ in May 2022, the song’s chorus, “I need Igbo and shayo” (referring to cannabis and alcohol), appeared to endorse drug abuse and swiftly became an anthem among young individuals. There are several other songs, movies, and skits in Nigeria, which not only downplay the effects of substance abuse but subtly promote it.
Leveraging on its position as the world’s number one source for African entertainment, Netng’s partnership with MTN will help drill down the harmful effect of excessive use of psychoactive drugs, such as alcohol, pain medications, or illegal drugs, to its over 90% audience who are Nigerians below 40 years old.
“In today’s world where many young people look up to celebrities for inspiration, and with the widespread influence of music and celebrity lifestyle that glamorise drug use, it is crucial for us, as a media platform, to utilise our influence to lead conversation that will deter young people from taking that initial step toward drug and substance abuse,” Michael Orodare, Editorial Lead at Netng said. “As a socially conscious media platform, Netng will continue to work with MTN Foundation and other organisations to drive awareness against drug use among Nigeria’s young population.”
Other partners of MTN ASAP include; the United Nations Office for Drugs and Crime (UNODC), the National Drug Law Enforcement Agency (NDLEA), the Federal Ministry of Health (FMOH), and the Federal Ministry of Education (FMOE).
For more information on the partnership and the upcoming announcement, stay tuned to MTN and NETng’s official channels, and join the conversation on social media.
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