Exploring Film As a Tool for Advocacy in Nigeria

In a packed hall at the United Nations House in Abuja, the lights dimmed, and silence fell across the room as Ibukun and the People began to play. What unfolded on screen was more than entertainment. It was a reflection of the daily realities faced by many Nigerian women and a powerful call for change.

Produced by UN Women with support from the Governments of the United Kingdom and Canada, the Nollywood feature film premiered as part of the Side By Side Naija campaign — a multimedia advocacy initiative promoting women’s political participation, leadership, and inclusive governance ahead of Nigeria’s 2027 elections.

At the heart of the story is Ibukun, a woman who becomes increasingly frustrated by the neglect, inequality, and exclusion affecting her community. Like millions of women across Nigeria, she witnesses abandoned health centres, poor public services, insecurity, and the silence of leadership that fails to reflect the voices of women and girls. Instead of remaining silent, she decides to challenge the system.

The film explores issues of women’s leadership, political inclusion, gender inequality, and gender-based violence in ways that feel deeply personal and relatable. Through compelling storytelling and emotionally grounded performances, Ibukun and the People transforms complex social issues into human experiences audiences can connect with.

The premiere brought together diplomats, development partners, government representatives, actors, creatives, civil society organisations, and young people, all united by a shared goal: advancing gender equality and women’s empowerment in Nigeria.

Speaking at the event, Beatrice Eyong described the film as both a reflection of lived realities and a call for urgent reform.

“This film is more than a story; it is a mirror. It reflects the reality of many women across this great nation,” she said. “When women are frustrated by a system that excludes them, the ultimate solution is for them to lead that system.”

The film features celebrated Nollywood actors including Joke Silva, Ivie Okujaye, and Uzee Usman, whose performances help bring the message to life with authenticity and emotional depth. Young people also participated as cast and crew members, reflecting UN Women’s commitment to engaging youth in advancing gender equality.

Why film matters in advancing gender equality

Across Africa, storytelling has always shaped culture, influenced attitudes, and passed values from one generation to another. Today, films have become one of the most powerful tools for shaping public opinion and driving social change.

Research continues to show that stories told through film and television can influence beliefs, spark conversations, and encourage audiences to rethink harmful stereotypes. Unlike policy discussions or statistics alone, films connect emotionally with people. They allow audiences to see themselves, their families, and their communities reflected on screen.

In many cases, stories have the power to change behaviour because they help people feel the impact of injustice, not just understand it intellectually.

This is particularly important in conversations around gender equality, where harmful social norms and stereotypes often remain deeply rooted. By showing women as leaders, decision-makers, problem-solvers, and agents of change, films can challenge perceptions about what women can and should do in society.

Nollywood, an opportunity for advancing advocacy for Gender Equality

Nigeria’s Nollywood industry is especially important in this effort. As one of the world’s largest film industries, Nollywood reaches millions of viewers across Africa and beyond through cinemas, television, and digital streaming platforms. Its influence extends into homes, communities, and everyday conversations.

Over the years, Nollywood films have increasingly tackled social issues such as child marriage, gender-based violence, women’s rights, corruption, mental health, and political participation. Through relatable characters and culturally grounded storytelling, the industry has become an effective platform for public sensitisation and behavioural change.

For many audiences, films are often easier to engage with than policy papers or advocacy campaigns. A strong story can inspire empathy, challenge bias, and motivate action long after the credits roll.

Through Ibukun and the People, UN Women is harnessing the influence of Nollywood to strengthen advocacy for women’s leadership and build wider public support for inclusive governance in Nigeria.

Ibukun and the People, and the reality it portrays

International partners at the premiere echoed the importance of women’s inclusion in political leadership. Gill Lever, British Deputy Head of Mission to Abuja, described women’s participation in politics as an urgent democratic priority, while Sanna Selim emphasised that gender equality is essential for peace and sustainable development.

Voices from Nigeria’s creative industry also reinforced the film’s message. Actor Uzee Usman described the project as an important contribution to national conversations on women’s leadership, while actress Ivie Okujaye expressed hope that the film would encourage more women to pursue leadership roles.

As the first cinematic instalment of the Side By Side Naija campaign, Ibukun and the People reflects UN Women’s innovative approach to advocacy — combining entertainment, culture, and storytelling to inspire dialogue, challenge perceptions, and encourage collective action toward a more inclusive democracy.

In Nigeria and across Africa, stories remain powerful. And when stories are told through film, they can move people not only to watch, but also to think, speak, and act.

Watch Ibukun and the People here: https://youtu.be/ZMogQLGT_js?si=7QCYESRRFgnROQU4