How Abdulrahman Abdulrazaq became the face of change in Kwara state.

Challenge

Abdulrahman Abdulrazaq had twice contested for gubernatorial and senate seats unsuccessfully. A successful businessman from an aristocratic background, he is a man of simple demeanor. Approachable, soft spoken and media shy, he did not fit the stereotypical profile of a politician, talk less in Kwara where the braggadocious style of the Saraki dynasty was the template for most politicians.

How might we sell a candidate with no visible political structure as an alternative to the Saraki political dynasty?

Approach

Converting weakness to opportunity. Unlike most elites and politicians in Kwara state, Abdulrahman did not have a record of dealing with the dynasty and so was not beholden to it.

We leveraged his anti-status quo posture to position him as an independent minded, selfless and empathetic leader fighting side by side with the people to realize a Kwara that works for all.