Oluwakemi Ann-Melody Areola holds a degree in Electronics and Telecommunications Engineering from London Metropolitan University, United Kingdom, and is currently pursing a combined Doctorate in Business Administration. The innovative public relations expert, tactical social development specialist and business support services advisor is a former Special Assistant on Youth ICT and Corporate Relations to the Minister of Youth and Sports Development. With high profile engagements across private and public sectors, she has a track record of consistent corporate performance. Areola, who is a development strategist behind Social Media for Governance, is also an entrepreneur and author of “40 going on 80”. She is the founder and president of the Vivacity Public Relations Firm and has worked with a number of notable brands as PR consultant. She also founded the Kemi Ann-Melody Areola Foundation (KAMAF) in 2019 aimed at increasing access to education, family welfare and protecting human rights of children. She also co-founded the Youth in Charity, a movement created to stamp out poverty through the economic empowerment of young people. In this interview with IJEOMA THOMAS-ODIA, she shares her drive for youth empowerment, through her work at the Ministry of Youths and Sports, as well as empowering women to be their best selves.
You were born and bred in the UK. What informed your decision to come home?
AT the age of approximately eight, I came to Nigeria and completed a portion of my primary school and junior secondary school education here. I developed a deep affection for the country, appreciating its culture and weather. I had always harbored the intention to return to Nigeria at some point in my life. While running my PR company in London, I collaborated extensively with Nigerian artists, and they consistently urged me, saying “Kemi, come back to Nigeria!” Initially, I anticipated working in the entertainment industry upon my return, however, my career path eventually led me towards corporate PR, followed by government PR, and eventually into the field of government ICT.
You worked in the Ministry for Youth and Sports, share with us your experience?
Based on my experiences, I strongly believe that we should place emphasis on capacity development, particularly through training the trainers. This is crucial because knowledge transfer occurs from person to person, and we need to ensure that those imparting knowledge are well-prepared. If we consider the ICT industry, for example, infrastructure such as cabling plays a vital role. Similarly, when it comes to the youth, their infrastructure lies within the administration that guides and educates them. Therefore, it is imperative that we prioritise training for those in administrative positions and equip them with global best practices and standards. This will enable them to effectively pass on the necessary knowledge and skills. It is essential to review and continuously train individuals working in the administrative sector of youth development. Given the ever-evolving nature of the youth sector, they must stay updated with the latest changes and advancements. Moreover, I strongly believe that involving more young people in the development of curricula and courses for their peers would be highly beneficial. This ensures that the education provided is relevant, engaging, and aligned with the needs and aspirations of the youth.
Youth make up over half the nation’s population and a major concern has been unemployment rate, what do you consider the way out?
The landscape of jobs is undergoing significant changes, and by 2030, approximately 30 million jobs will become obsolete. However, this doesn’t mean that those positions will remain vacant. Instead, new opportunities will emerge as jobs evolve. Consequently, it is crucial for individuals, especially young people, to adapt their skills and educational pursuits accordingly. Relying solely on traditional educational institutions like universities and colleges is no longer sufficient. Young people should explore additional avenues such as short courses and prioritise digital literacy. It is important to identify the skills required for the future and then work backwards to acquire them. Instead of studying subjects that are no longer in demand or will be phased out, young people must ensure they possess a competitive edge. When competing for job opportunities, the distinguishing factor between candidates with the same degree is often the additional skills they possess, such as proficiency in information and communication technology (ICT) or relevant work experience. Also, recognising the importance of multiple income streams is crucial for young people. They should consider starting their own businesses, and it is the responsibility of the government to support the growth of micro-enterprises, helping them to scale up to become small and medium-sized enterprises (SMEs). This expansion would contribute to job creation, as each enterprise has the potential to employ more individuals, thereby reducing unemployment and underemployment rates within the community.
What key lessons have you learnt in your years of practice and impact?
Never allow money to be your driving force. Instead, focus on striving for excellence, making a positive impact, and letting your work speak for itself. In most cases, financial success will naturally follow. This principle holds true not only in your professional life but also in your personal relationships. Avoid being solely motivated by money, and ensure that your connections with your partner, friends, family, and even your work are based on more meaningful factors. I understand it may sound cliché, but when it comes to personal relationships, prioritise a foundation rooted in the love of God. You’ll discover that your relationships become more fulfilling when they are built on something greater and more profound than just financial considerations. Even when managing domestic staff within your organisation, prioritise their career development and growth as individuals. Occasionally, they may disappoint or let you down, but remember that it’s not solely about them. By investing in other people and contributing positively to the universe, you are sowing seeds of positivity that will ultimately be repaid tenfold by the universe.
How can we get more women to become successful and rise to the top as you have done; what tips do you have for younger women?
The most important thing is to have belief in yourself. When you truly believe in your abilities, there are no limits to what you can achieve. However, it requires putting in the necessary effort and combining your work with faith in God. Remember, faith alone without corresponding actions is futile. As long as you maintain self-belief, put in the work diligently, strive for excellence, and refrain from being too hard on yourself when faced with failure (as failures are an integral part of the journey), you will be on the right path. Instead of fixating on the destination, focus on the journey itself. Make each day count and embrace its beauty. Concurrently, endeavour to uplift and develop others as you progress. As exemplified by our current president’s perspective, true power lies in investing in people rather than possessing magical abilities. It is crucial for women and those advocating for gender equality (“he for she”) to continue investing in one another. Small individual efforts accumulate to form an ocean. Envision the impact when ten people actively engage in developing others, thereby creating a ripple effect that extends to another ten, then twenty, and eventually leads to an entire community focused on mutual development. Redefine personal development as being synonymous with developing others. It is not solely about improving oneself, but about nurturing and empowering others.
What do you hope to see women do differently?
My primary goal is to eliminate or minimise the prevalence of the ‘pull-her’ down syndrome. There are still many women who adhere to a primitive mindset that perpetuates a belief in a scarcity of resources, where it’s either “I must eat you or you eat me.” However, the sky is vast enough for every bird to soar, and once people realise this, we can create a better world. Additionally, we must acknowledge that we are the mothers of the next generation, and what we sow now is what we will reap later. As mothers, while we strive for emancipation, fair pay, and gender equality, we must also remember our responsibility towards the younger ones who look up to us. It is vital to set good examples and guide the upcoming generation towards the best practices and a brighter future. I believe that as elder sisters, we can extend our hands to support our younger sisters. In fact, I have an upcoming event centered around how women can become mentors to younger mentees in society. This mentorship should focus on woman-to-woman guidance, as it may be more culturally or religiously appropriate in our context. Let’s leverage the resources and opportunities available to us and build upon that foundation.
How do you get inspired and stay motivated?
I am fortunate to have several individuals in my life who provide me with daily motivation and inspiration. Moreover, I make a conscious effort to seek motivation and inspiration through my use of social media. Those who know me well are aware of my deep affection for God, as I consider myself a devoted ‘Omo Daddy’ (a term that signifies my strong love for God). My inspiration stems from observing how God has molded and shaped my life, as well as the multitude of experiences I have encountered.
What is your life mantra?
The core principle that guides my life is encapsulated in the word ‘Love’. Love serves as the foundation for everything I do—whether it’s love for God, love for humanity, love for my siblings, or even love for my fellow colleagues.
