Ngozi Nwaokolo is a visionary leader that transforms women, youths through culture, storytelling and strategic communications. She is a Project Lead at Red Africa that has successfully led impactful initiatives that elevate the voices of young Africans and foster a sense of empowerment that transcends borders. Nwaokolo is an alumna of Obafemi Awolowo University, Ile-Ife. In this interview, she shares her thoughts on how culture drives communication and the power of using storytelling to reshape narratives and connect people to purpose.
Tell us about your role as Project Lead at The Future Project. What does a typical day look like for you?
As Project Lead, I’m responsible for driving the successful execution of our initiatives from strategy to delivery, ensuring they create a tangible impact. A typical day involves reviewing project timelines, aligning with cross-functional teams and partners, and proactively addressing any challenges that arise. My mornings often begin with status meetings, planning calls, or progress reviews, where I engage with various stakeholders, from internal team members to external collaborators. In the afternoon, I could review campaign strategies, supervise content drafts, manage budgets, or troubleshoot any issues that come up mid-execution. The work is dynamic. Some days require laser focus on analytics and reporting; others demand creative brainstorms and brand alignment meetings. While no two days are exactly alike, they’re all anchored in strategic planning, effective communication, and solution-oriented leadership.
Red For Africa (The Parent Company) describes itself as a “connector” that turns culture into capital. What does that mean to you as Project Lead of The Future Project?
To me, it means harnessing the power of culture, language, music, fashion, tech, and shared values to craft campaigns that speak to people and move them. Culture isn’t just a backdrop; it’s a strategic driver. As Project Lead, it’s about deeply understanding what matters to our audience and building around that insight. Whether through visual identity, tone of voice, talent partnerships, or storytelling choices, I ensure our initiatives reflect the pulse of the communities we serve. We don’t just create ideas; we uncover meaning, amplify it, and align it with brand goals to drive real engagement and measurable impact. We don’t chase trends; we set them. In every programme, our focus is to stay rooted in relevance, drawing from cultural truths to unlock business or advocacy outcomes. That’s how we turn culture into capital, not just financially, but in terms of influence, longevity, and community trust.
You’ve led projects that engage youth across different African countries. What cultural insights often surprise clients or partners?
Culture in Africa is deeply layered. It’s not just about language or attire but how young people engage with leadership, storytelling, and recognition. One insight that often surprises clients and partners is how deeply people across the continent value authentic representation and visibility. They don’t just want to be acknowledged; they want to see themselves reflected in the people celebrated, the languages spoken, the fashion showcased, and the stories amplified. Another often-overlooked insight is the nuanced difference in how communities from different countries interpret themes like success, innovation, or leadership. For instance, a youth-led tech initiative in Kigali may look different in tone and ambition from one in Accra or Lagos, but they are all equally driven by purpose. At The Future Awards Africa (TFAA), we take a truly pan-African approach that goes beyond themes and visuals; it’s rooted in intentionality. From the diversity of our categories and hosts to the winners and stories we spotlight, we ensure every detail mirrors the continent’s richness. That commitment to cultural nuance and inclusivity has been central to building trust, sparking engagement, and driving cross-border impact.
How do you balance corporate or institutional objectives with grassroots realities, especially when working on high-impact social or political projects?
Balancing institutional objectives with grassroots realities starts with actively listening to the client and the community. As a team, our role is to bridge ambition with authenticity, ensuring that what a partner wants to communicate resonates meaningfully with the people it’s meant to serve. That requires honest conversations, contextual sensitivity, and the courage to challenge strategies that don’t align with lived realities. We often find ourselves in the middle, translating business goals into human-centred campaigns while helping organisations appreciate the subtleties of the spaces they want to impact. For high-impact projects, we use empathy and data to build pathways that serve both worlds. We design solutions that honour both intent and impact, delivering measurable results without losing the trust of the communities we engage with.
What are some misconceptions about working with young people or youth audiences that you frequently encounter?
One common misconception is that young people are only driven by fleeting trends. In truth, they are deeply aware, purpose-driven, and eager to contribute to work that feels meaningful and future-focused. Another myth is that youth engagement begins and ends with social media. While digital platforms are powerful tools, truly connecting with young audiences requires trust, compelling storytelling, and consistent offline engagement that respects their values and lived experiences. There is also a tendency to group youth as a monolith, when in reality, they are one of the most diverse and segmented audiences you’ll ever work with, influenced by socioeconomic status, geography, education, subcultures, and more. Working with young people means constantly listening, adapting, and showing up with the respect and consistency they deserve. When you do that, you unlock an unmatched depth of insight, creativity, and loyalty.
Red Africa has a strong legacy of launching transformative platforms like The Future Awards Africa under The Future Project. What role do platforms like this play in changing narratives about young Africans?
Platforms like The Future Awards Africa are powerful tools for reshaping how the world sees young Africans and how they see themselves. Spotlighting excellence and innovation across diverse sectors challenges deficit-based narratives and replaces them with stories of agency, leadership, and impact. These platforms don’t just celebrate success; they create ecosystems of possibility, build networks of influence, and offer a generation of young Africans visible, relatable role models who prove that leadership isn’t a future ambition it’s already happening. Creating structured moments of recognition, platforms like The Future Awards Africa give young people the validation that their work matters and that their contributions are shaping the present. It sends a strong message: you don’t have to wait to be seen. You are already enough and that shift in mindset from passive potential to active power is what changes everything.
You work in an environment that blends creativity, data, and advocacy. How do you stay grounded while juggling these different layers?
I stay grounded by constantly returning to the “why” , the purpose behind the work, the people we serve, and the change we strive for. Grounding my approach in clear objectives, leaning on collaboration, and making space for reflection allows me to stay focused and aligned. I regularly check in with my team to ensure we’re not just moving fast but moving right. Working in a space that blends creativity means constantly switching lenses from analytical to emotional to strategic but my compass remains anchored in people and purpose. That’s what keeps me steady.
What advice would you give young women who want to work at the intersection of media, culture, and change-making?
Start where you are and stay curious. Whether it’s storytelling, strategy, research, or production, invest in learning the skills that matter and seek out communities doing the work you admire. Don’t wait for perfect conditions; use your voice, take up space, and lead with intention. The intersection of media, culture, and change-making needs more women who bring empathy, clarity, and fearless creativity. It’s not always easy, the space can be demanding, and the path may not be linear but your perspective is your power. Build relationships with mentors, stay informed, and trust that your story, insight, and presence are valuable. There is room for you, not just to participate but to lead, shape, and redefine the landscape for others who will come after you.
