The NNPC-Kannywood Partnership—A Missed Opportunity or Strategic Move?

Olufemi Soneye, NNPC Ltd’s Chief Corporate Communications Officer, urged Kannywood actors and filmmakers to use their platforms to advocate against the destruction of critical infrastructure. His message was clear: these public figures are more than entertainers—they are powerful voices capable of shifting societal perceptions.

The Nigerian National Petroleum Company Limited (NNPC) has taken an unexpected turn by engaging Kannywood, the renowned northern Nigerian film industry—instead of the broader Nollywood industry—to advocate for the protection of national assets. While the move is presented as a strategic partnership, it raises pressing questions: Why Kannywood? What impact can it realistically achieve? And is this a genuine effort or another case of political patronage? This decision has sparked widespread debate, given Nollywood’s well-established influence in social advocacy, civic engagement, and national consciousness.

Flashback: Nollywood’s Track Record in National Advocacy

Nollywood has long been a powerful tool for shaping public consciousness, using film to tackle national issues like corruption, insecurity, and governance. Some landmark productions include:

• ‘76 (2016): A film highlighting the 1976 military coup, promoting national unity.
• October 1 (2014): A historical thriller addressing colonial-era tensions and national identity.
• Lions of Bourdillon (2015): A documentary exposing corruption in Nigerian politics.

Beyond film, Nollywood has played a key role in government-backed awareness campaigns, focusing on electoral participation, drug abuse prevention, and gender-based violence advocacy. Given Nollywood’s reach and proven influence, why did NNPC choose Kannywood instead?

Reflection: Can Kannywood Deliver on Asset Protection?

Kannywood, though influential in Northern Nigeria, faces its own security challenges. The northern region has been a hotspot for insurgency, banditry, and violence, with even Kannywood actors experiencing:

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• Kidnappings and exile due to regional insecurity.
• A decline in production activities in crisis-prone areas.
• Limited success in influencing security narratives in their immediate communities.

If Kannywood has struggled to protect its own industry from insecurity, can it effectively lead a campaign to safeguard oil pipelines, refineries, and power plants—critical assets requiring high-level security intervention?

Case Study: The Reality of Asset Protection in Nigeria

To gauge the effectiveness of this initiative, let’s examine recent cases of compromised national infrastructure:

• Pipeline Vandalism in the Niger Delta: Despite military presence, oil theft and sabotage continue.
• Kaduna-Abuja Rail Line Attack (2022): A major transport route was targeted by bandits, leading to casualties and hostage-taking.
• Repeated National Grid Collapses: Power infrastructure frequently suffers from neglect and sabotage, worsening economic hardship.

If trained security forces have struggled to protect these assets, how will Kannywood—an entertainment industry without security expertise—succeed where others have failed?

Political Patronage or Strategic Partnership?

There are strong indications that this move is more political than practical:

• Northern Political Favoritism: The government may be using this as a means to appease Northern stakeholders rather than genuinely addressing security concerns.
• Symbolic Gesture Over Real Impact: Engaging Kannywood could be a PR stunt with little real effect.
• Financial Interests: Government contracts come with funding, which raises questions about who truly benefits from this deal.

A More Effective Approach

Instead of solely engaging Kannywood, NNPC could have:

1. Partnered with Nollywood and Kannywood together for a truly nationwide campaign.
2. Collaborated with security agencies to combine media influence with real security interventions.
3. Launched grassroots education programs that go beyond celebrity endorsements.
4. Introduction of mass media across all languages in Nigeria 

Under the leadership of Mele Kyari, the Group Chief Executive Officer, NNPC Ltd has implemented robust security measures to protect critical infrastructure, Soneye stated. If so, why Kannywood actors in security enforcement engagement?

Will This Move Make a Difference?

If this initiative is not just about political patronage, then NNPC must demonstrate real impact beyond mere publicity. Kannywood must go beyond acting and show measurable progress in the fight against vandalism.

The ultimate question remains: Will this partnership truly safeguard Nigeria’s national assets, what is the cost value or is it just another contract without substance?