The Politics of Familiarity: When Greetings Mirror Campaign
By Ayoade Divine
In Nigeria, greetings are not just a formality but a culture. From a simple “how was your night?” to elaborate celebratory wishes, Nigerians have mastered the art of turning everyday moments into opportunities to connect. One of the most widespread expressions of this is “Happy New Month” messages; cheerful, often heartfelt wishes passed around at the start of each month. From WhatsApp statuses and broadcasts, to group chats and social media posts, it is not uncommon to see trends of new month wishes flying around. It's a gesture of goodwill that has become a nationwide tradition over time.
This culture does not stop at the gates of academic institutions or online trends. Within Nigerian universities, many have embraced the practice and the University of Ibadan is no exception to this. At the turn of each month, everywhere lights up with colourful graphics bearing hopeful declarations, wishes and prayers for the new month.
However, because of the normalcy of this culture of sending new month messages, it has also become a way for student politicians to get noticed. Since these messages are already something everyone expects and likes to see, aspirants use them to quietly remind people they’re around without openly saying they’re running for a position. By adding their names or campaign hashtags to these greetings, they reach many students without coming off as too pushy. It’s a smart way to connect with people and stay visible because it feels more like a friendly reminder than a full-on campaign.
Using this method helps many political aspirants gain familiarity and visibility, which can make a difference when it’s time to vote. What, therefore, started as a simple tradition has turned into a useful tool for student politicians looking to gain support.
Queen Elizabeth Hall has not been left out of the political buzz. Beyond the official graphics shared by the Nexus Team to welcome Queenites back to school, several personalized designs have also made the rounds, students sending “happy new month” and “happy resumption” wishes, each boldly stamped with their names. One flyer, pasted at multiple spots in the hall, read: “Ibunkunoluwa welcomes you back to school and wishes you a productive semester” with the hashtags #WHOISIBUNKUNOLUWA? and #HeartOfChange.
By now, students have grown so used to these gestures that predicting someone’s political ambition from a simple greeting is easier than guessing the weather without a forecast. With just a subtle hint—H, C—we already know how the story unfolds. It’s only a matter of time before “Vice of Learning” emerges with yet another routine salutation.
At first glance, it may seem like just another cheerful new month greeting. But a closer look reveals layers of intention beneath the surface. In a space where student politics thrives on visibility and personal branding, this flyer does more than wish for a productive semester but subtly introduces a name, a tagline, and a presence.
The use of hashtags is a calculated move to spark curiosity, invite attention, and plant the idea of a potential candidate in the minds of residents, all without a formal declaration. It’s like a soft launch into political relevance, using the cover of goodwill to build recognition. And do we not all know that when names become familiar before manifestos even drop, half the work of campaigning is already done?
While approaches lean on curiosity and subtle branding, we have another aspirant whose campaign approach is rather direct and verbal, a lady who holds an office in this session and has taken it upon her calves to speak to those who listen from block to block, student to student. She goes beyond digital graphics and actually moves from room to room, handing out printed blank timetables to students, to plan their schedules. On each timetable is her campaign hashtag and she also informs residents of her intention to run for Hall Chairperson.
At first glance, it might seem like a kind gesture, and to be fair, it is. But it’s also a smart way to stay on people’s minds. The timetable isn't just useful; it’s a constant reminder of who gave it to them. Her method blurs the line between gifting and campaigning, offering practical value while cementing her presence in the minds of residents. Unlike the routine greetings plastered on fliers, her approach stretches beyond the ordinary, at least for now.
It’s important to note that, as it stands, official political campaigns within the University of Ibadan are currently under ban. This means no formal posters, no declared manifestos, no open endorsements and certainly no room-to-room campaigns. Yet, this hasn’t stopped aspirants from finding creative ways to stay relevant. With the restrictions in place, many are now resorting to tactful methods that can’t be categorized as direct campaigning, but still manage to serve the same purpose; visibility, familiarity, and name recognition. Most of these gestures exist in the grey area between genuine goodwill and calculated strategy. It’s a loophole that allows aspirants to build momentum without technically breaking the rules, all while laying quiet groundwork before the campaign season officially begins.
There is nothing particularly bad with simple and harmless gestures. But when goodwill becomes the gateway to political presence, every gesture starts to mean a little more. In spaces where formal declarations are paused, subtlety becomes the strategy. And while the posters may not carry manifestos yet, they’ve certainly started to carry weight.
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