Revitalizing a Legacy Organization: OAN
We partnered with the Organization for the Advancement of Nigerians (OAN) to restore its cultural relevance and reconnect it with a new generation. Through leadership restructuring, a brand refresh, and grassroots community engagement, we helped reposition OAN as a modern, inclusive voice within NYC’s Nigerian diaspora. The result: increased youth participation, renewed sponsorships, and a revitalized Independence Day Parade.
OBJECTIVES
Rebuild trust and relevance among Nigerian millennials and Gen Z.
Refresh the organization’s image and leadership structure.
Attract new volunteers, donors, and event sponsors.
Revive participation in the annual Nigerian Independence Day Parade.
Approach
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We recommended a structural shift — encouraging elders to take on advisory roles while empowering a new executive team composed of millennial leaders, predominantly women, to reflect modern values and leadership diversity.
Key Elements:Diaspora-focused market research & segmentation
Community ambassador programs
Event-based outreach & partnership strategy
Launch playbook for new-market entry
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Conducted a full audit of OAN’s online presence and marketing materials.
Refreshed the website and redesigned sponsorship decks and promotional materials to appeal to younger audiences and brand partners
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Positioned the new leadership through meetings with the Nigerian Consulate and legacy community leaders to build credibility
We launched a grassroots outreach campaign at schools, churches, cultural expos, and nightlife venues to reintroduce OAN to the youth
The executive team promoted volunteer opportunities and encouraged youth-led initiatives
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To reimagine the parade experience, we sourced diverse, contemporary cultural acts that reflected Nigeria’s evolving identity — from traditional dancers to fusion performers and youth influencers.
Results
Significant increase in youth interest, volunteer and participation
New brand sponsorships and in-kind partnerships secured for the parade
Increased attendance and community engagement at OAN events
OAN successfully repositioned as a modern, inclusive platform for Nigerian cultural expression in NYC
