Former Minister of Information and Culture, Alhaji Lai Mohammed, has shed light on the communication strategy he says played a key role in the All Progressives Congress (APC) and President Bola Tinubu’s victory in the 2023 general elections.
Mohammed made the disclosure in his newly launched book, “Headlines and Soundbites: Media Moments that Defined an Administration,” which documents his experiences serving under the late President Muhammadu Buhari.
He recalled that ahead of the elections, President Buhari had directed ministers and heads of government agencies to focus strictly on governance and avoid political campaigning, warning that violations would attract sanctions. Mohammed said his approach complied with that directive, as it did not involve rallies or partisan activities.
According to him, the opposition had aggressively pushed a narrative that the APC-led administration had no tangible achievements to campaign on, portraying the government as a failure. He described the claims as deliberate misinformation aimed at undermining the party and its presidential candidate.
Mohammed explained that in response, he adopted a two-track strategy: systematically highlighting the achievements of the Buhari administration and countering what he termed false narratives with verifiable facts.
He said the initiative culminated in the launch of the PMB Administration Scorecard Series on October 18, 2023, exactly 130 days to the general election. Under the programme, ministers presented detailed, evidence-based accounts of accomplishments in their respective sectors, followed by interactive sessions where journalists interrogated the reports.
To amplify the impact, Mohammed said the ministry deployed an extensive communication framework spanning traditional media and digital platforms. He added that three days before the elections, on February 22, 2023, the ministry unveiled additional legacy tools, including documentaries, testimonial series, printed and digital compendiums of achievements, and an online legacy portal.
The portal, he explained, served as a global digital archive housing all scorecard presentations, allowing citizens direct access to government performance records.
Mohammed described the scorecard series as one of the most innovative campaign tools in recent Nigerian political history, arguing that it shifted public discourse from rhetoric to facts and forced opposition parties into a defensive position.
He maintained that by grounding the campaign in documented performance rather than political grandstanding, the APC was able to influence undecided voters and neutralise misinformation without breaching institutional responsibilities.
According to him, the experience underscored the power of strategic communication and factual storytelling in shaping electoral outcomes.
