Doing Right Awareness Initiative (DRAI)
The Doing Right Awareness Initiative (DRAI) is a civic education and values reorientation campaign dedicated to promoting integrity, responsibility, and ethical behavior among Nigerians.
By using social media, animation, storytelling, and real-life examples, DRAI empowers citizens to make better choices, strengthen institutions, and contribute to national transformation.
Client:
Doing Right Awareness Initiative (DRAI)Services
Content & Video Storytelling Social Media Campaign Management Digital Strategy & Insights Brand Positioning & Identity Support Community Growth & AnalyticsTimeline
8 weeks
The Challendge
Before partnering with Maxmark Agency, DRAI faced several challenges that limited its reach and consistency:
- Limited digital visibility and fragmented audience engagement
- Inconsistent storytelling across platforms
- Low participation despite a strong message
- Difficulty connecting emotionally with young Nigerians online
- The initiative needed a strategy that could unify its message, drive engagement, and turn awareness into a nationwide movement for behavioral change.
Result
Business Impact
- 95 total mentions generated across platforms within three months
- 2.5K unique social reach, with Facebook contributing 2.4K impressions
- 84 total engagements (75 likes, 8 comments, 1 share) from organic activity
- 88.3% positive sentiment across all tracked mentions
- 100% Nigerian audience, 100% English-language content
- 56.8% YouTube share — the platform with the highest impact and visibility
A Nationwide Storytelling Breakthrough
Through consistent video content and value-driven narratives, Maxmark Agency helped DRAI translate moral awareness into digital action.
From short emotional videos like “Stop Waiting for Leaders—Start Doing Right!” to “She Returned $Thousands—Here’s Why It Matters,” every message emphasized integrity and everyday heroism.
By combining creative storytelling with strategic content sequencing, the campaign successfully shifted DRAI’s online presence from passive to active, nurturing a growing online community committed to doing right.
For DRAI, we delivered:
- A cohesive content architecture for social storytelling and YouTube engagement
- An authentic voice of change rooted in Nigerian values and relatable life situations
- Enhanced cross-platform visibility across YouTube, Facebook, and X (Twitter)
- A community-driven message that celebrates Nigerians choosing integrity
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