Immigrants as Agents of Prosperity: A Narrative Change Campaign
Inspired by The Opportunity Agenda (TOA) and New York Immigration Coalition’s (NYIC) New York Proud campaign, Gbenga Ogunjimi, Founder & CEO of Nigerian Center Inc. launched the “Washington Prosperity Campaign” – a moving initiative that similarly demonstrates how community-centered storytelling can transform public perception and build broader support for immigrant communities. In this interview, Ogunjimi, a visionary leader in his own right, shares insights from the narrative change campaign illuminating the economic, cultural, and civic contributions that Black immigrants make to Washington D.C. Through this powerful campaign, Nigerian Center is reshaping the conversation around immigration while celebrating the prosperity Black immigrants bring to the nation’s capital.
Tell us about yourself. What would you like people to know about you, your work, and the Nigerian Center?
I’m a social entrepreneur and storyteller, now making a difference as an immigrant justice advocate at the Nigerian Center. I founded the Nigerian Center on a very simple premise: the next generation does not have to repeat our story as immigrants, and we are here to help change that narrative. Our mission is to foster financial inclusion and social justice opportunities for the Black immigrant community, and our services include legal aid, policy advocacy, and asset-building programs. We are located in Washington, DC, but our programs are national.
We were so excited to learn about “Washington Prosperity Campaign.” Could you explain the campaign and the story you’re telling about prosperity?
“Washington Prosperity” is the contribution of the Nigerian Center to the immigrant community in the country, particularly in light of policy shifts coming from the nation’s capital. As the new administration enforces immigration policies of mass deportation, we are seeing a rise in anti-immigrant rhetoric and unprecedented fear for many. This campaign is our call to return to our enduring values, in this case, the value of prosperity and the role immigrants play as agents of prosperity: business owners, civic leaders, and community builders.
The campaign tells this story through ad displays in the city’s train stations, metro-buses, and digital boards, featuring everyday Washingtonians who happen to be immigrants. The ultimate message is this: when you support your city’s immigrants, you support your city’s prosperity.
We are also telling a story that challenges the traditional concept of who is considered an immigrant. For example, Tambra Raye Stevenson, a policy expert and social entrepreneur in Washington, DC, was featured in the campaign. Although she is African American, her ancestry traces back to Northern Nigeria. The story here is that our shared identity goes beyond immigration status.
when you support your city’s immigrants, you support your city’s prosperity.
You and Charlie Sherman, TOA’s Manager of Narrative Strategy, met at the National Immigrant Inclusion Conference (NIIC) when Charlie presented on our New York Proud campaign. What about the New York Proud campaign inspired you to do something similar in Washington D.C.? Are there any specific elements from the New York Proud campaign that you adapted for “Washington Prosperity Campaign”?
The New York Proud campaign was undoubtedly the inspiration for “Washington Prosperity.” I literally threw my hands up during Charlie’s presentation at the conference and asked, “How can we do this in DC?”
What clicked for me was his emphasis on focusing on shared values, not just the issues or policies you’re trying to change. Interestingly, Washington, DC has a set of six core values outlined in a document called DC Values. The goal was to convey this message without even mentioning the word “immigrant” or “immigration.” Thankfully, prosperity is one of the city’s officially adopted core values, so I thought why not make the connection: Washington Prosperity?
Right there at the conference, I emailed our ad agency and said we were changing the course of our existing ad campaign to go in this direction. The day the press release for the campaign went out, I received an email from the CEO of the DC Values Coalition thanking me for leading the sector forward with the campaign.
Are there any successes from the billboard campaign that you’re proud of?
Narrative shift is a marathon, not a sprint. We’re clear that this campaign is just one installment in a collective effort to asset-frame and counter the harmful narratives we’re currently experiencing. That said, we’ve already seen some early wins.
One of them is the elevated marketing strategy for our work at the Nigerian Center. For those unfamiliar with immigrant-focused organizations, the name Nigerian Center might lead people to mistake it as a foreign organization. But by naming our initiative “Washington Prosperity Campaign,” we create an immediate local connection, helping DC residents recognize that the project is homegrown and focus on our shared community success. This approach made our message more accessible and related to everyone in our city.
Another win is the increased visibility of our services; We’ve seen a noticeable uptick in calls and intakes directly tied to the campaign. With the “Washington Prosperity Campaign,” we’ve continued to use the title in our city advocacy efforts, especially when engaging with the DC Council. From a citywide policy standpoint, our message is cutting through. Lastly, we’re expanding the campaign to include the business community as a key partner, framing it as an investment in the city’s collective prosperity.
What narrative(s) do we need to be uplifting to ensure justice for Black immigrants?
When most people think about immigration, they often think of the Southern border– a mindset that also extends to many policymakers. Black immigrants are rarely seen as a policy priority. In fact, Black immigrants have some of the lowest rates of legal representation and are more likely to have their immigration applications denied.
This is why we host the State of the Union on Immigration at the Nigerian Center to uplift this community and emphasize it as a policy priority. There are only a handful of organizations working on this issue and serving the Black immigrant community, yet these organizations receive the least support. I believe that supporting Black immigrants and the organizations that serve them is not just the right thing to do, it also makes a strong investment case.
To stay updated with the Nigerian Center and “Washington Prosperity Campaign,” visit www.nigeriancenter.org and follow @thenigeriancenter on social media.
