At exactly 12:49 PM (West African Time) on the 23rd of  April 2014, Ibrahim M. Abdullahi, who tweets via @Abu_Aaid, posted a tweet. This was a normal thing for anyone to do while watching television but little did he know that his usage of #BringBackOurGirls, will spark the biggest ever Social Media outrage/concern of all time.

He tweeted as shown below:

Fast forward to today (10th may, 2014), 17 days after the first tweet on #BringBackOurGirls surfaced, a lot have been done and a lot more have been left undone as argued by critics of clicktivism.

Photo usage authorised by the editorial team at via Twitter (@TouchPH)

Photo usage authorised by the editorial team at via Twitter (@TouchPH)

Online Success of clicktivism with respect to #BringBackOurGirls:

  • A picture is worth more than a thousand words:

Influential Culture makers and Policy Makers are playing a salient role in sustaining the #BringBackOurGirls campaign. The list is endless. Critics are already campaigning that it is fast becoming a cool-kids campaign that has seen everyone struggling to share a piece of the hype by lending a photo to the campaign. This might be true to some extent especially if the focus is on culture shapers especially in the Nigerian entertainment scene. The good thing is that it is better late than never.

The #BringBackOurGirls hashtag was locally born and now globally known.

When this is compared with #KONY2012, no one will accuse Nigerians as being lazy and allowing the international community to debut a campaign on their behalf. It is instructive to note that @Abu_Aaid while watching a Local Television Channel heard the phrase from Oby Ezekwesili who tweets via @obyezeks.

Clicktivists are more than ever taking offline actions to support their online advocacy:

“Youth who share socially meaningful messages on social media are more likely to take further steps to contributing money or time.” ~ Henry Jenkins

The above quote can be seen at play especially when the numerous offline protests, marches and sit-outs are considered. In my community, I know several young Nigerians that have been consistent in the gatherings and sit-outs notwithstanding the constant heavy rain in Abuja. These youths have volunteered their time and money showing that it is beyond Social Media.

Online Brand Association:

The top 10 hashtags related to #WEFAfrica (

The top 10 hashtags related to #WEFAfrica (

Abuja, a city in the Federal Capital Territory of Nigeria recently played host to the World Economic Forum on Africa, a global event that focused on “Forging Inclusive Growth, Creating Jobs.”

The great thing was that the conversation on #BringBackOurGirls continued regardless of this event. It came second as an associated hashtag to the main event hashtag being #WEFAfrica. It was even more refreshing to behold this tweet from the parent event organizer:

What next:

The offline success of the online hype on #BringBackOurGirls campaign are beginning to unfold. From international collaborations to Local Officials now strongly pledging to be at the top of their game.