SO&U women’s day campaign puts Nigerian parenting style in retrospect
Although several individuals adopt different parenting styles to discipline their children, for many millennials in Nigeria, the international women’s day creative unveiled by SO&U, a marketing communications company based in Lagos, reminisces a parenting style that defies ages.
Focusing on disciplinary measures adopted by Nigerian parents, the creative works include the broom coded as “Mumu Duster” – :introduced when a child is making a mess everywhere and needs to be reminded who the real boss of the house is”, the spatula described as “Alignment tool” –“deployed when a child has brought unforgivable level of disgrace to the family”; or the “Brain Resetter” – konk or knock, “launched immediately a child veered off common sense …guaranteed to make the message appear in 3D”.
A comparison with modern-day disciplinary measures shows that giving children time-outs as a form of punishment for inappropriate behaviour, the Alignment tool and Brain Resetter would have done a faster hardware reset, while the ‘Head Straightener’ may have been replaced by a point system where privileges are based on behaviour.
While modern parenting appears more lenient, making some to have argued that the creative works reinforce child abuse, for those who had a first-hand experience of some of the tools, they were reminders of the premium an African parent places on respect and culture, especially in making sure that children are well-behaved and grow into responsible adults.
Printed on seemingly faded material, thus, bringing back old memories when mothers held sway over the lives of many millennials, the nostalgia leaves a lasting impression on a society that is known for how frequently its trends change.
Nonetheless, the campaign shows a part of Nigerian parenting style that reflects being tough on children and yet ensuring that parents correct their children with love.