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Shaping the Narrative One Story at A Time

By Adedoyin Jaiyesimi

Recently, something remarkable happened in my country. Nigerian track and field athlete Tobi Amusan set a world record at the World Athletics Championships in Oregon. Her win wasn’t just personal; it was a national victory. For a nation plunged into a bad news hurricane, Tobi’s win felt like a much-needed break from the cycle of negative news. The win shone like a ray of hope that resonated in the hearts of Nigerians, and the buzz was everywhere. Everyone rode on that wave of hope from social media posts to think pieces on the power of a vision. And for that day at least, a different narrative about the nation was circulated. This incident got me thinking. As a communicator, I think a lot about how my work contributes to shaping a narrative, not only in my country but in Africa. I thought about how one win brought to light a story of grit and overcoming the odds, showcasing the resilient Nigerian spirit. Several media platforms amplified this story and were also a source of inspiration for several corporate communications professionals. I should also add that Tobi’s win was part of several wins that had women at the forefront.