Yiaga Africa launched the Ready To Run campaign to support young women, and men with competence, capacity and character to run for elective office in the 2019 general elections and beyond. Ready To Run is the response to a need observed during the Not Too Young To Run campaign, to equip young people with the requisite capacity needed to run an issue-based campaign, win elections and occupy elective office. Upon its launch, the Ready To Run campaign set out to achieve four (4) major objectives, to locate, inspire, support, and provide linkages to young people vying for elective office.

Ultimately, the Ready To Run campaign will seek to mobilize young people to engage the political process towards the 2023 elections with a view to increasing youth candidacy and youth representation in the decision-making process by 10%. The campaign will engage with different stakeholders, including political parties and the joint committee on electoral reforms in ensuring the emergence of young people as candidates in the 2023 general elections, while leveraging on our existing structures at the state level to galvanize support for young people running for elective office in their locality through media campaigns on radio.

Following the passage into law of the age reduction bill, popularly referred to as the #NotTooYoungToRun Act, which widened the space for young people to participate in the political process, and resulted in an increase in youth candidacy in the 2019 general elections, the low number of young people that contested and won their election still calls for concern. Data from the Independent National Electoral Commission (INEC) shows that young people make up more than half the number of registered voters, with 51.11% of registered voters being between the ages of 18 -35. In addition, the recent #EndSARS protests against police brutality led by young people across the country indicate that there is a renewed willingness to participate in the political process. Thus, there is a need to leverage these numerical strengths and yearnings in mobilizing young people to engage the political process towards the 2023 general elections. The solutions that are being proposed are aimed at engaging with political parties towards ensuring open, transparent, and direct party primaries, reduction in campaign costs for young people, and increased inclusion and representation as party candidates.

Mobilizing Young Voters: How #RunToWinNG Inspired a New Generation of Political Leaders in Nigeria

For too long, youth participation in Nigerian politics has been seen as passive—young people are expected to vote but rarely encouraged to run for office or engage in decision-making processes. The #RunToWinNG project, implemented by Yiaga Africa, set out to change this by equipping young leaders with the knowledge, skills, and confidence to step into the political arena.

This initiative was more than just a voter mobilization campaign—it was a youth-driven movement to shift the narrative on political inclusion. By leveraging pop culture, digital engagement, and grassroots advocacy, the project empowered young people to not only register to vote but also to contest elections, campaign strategically, and win seats in government.

The results speak for themselves: 20 young and women candidates who engaged with #RunToWinNG were elected into public office.

From Mobilization to Representation

One of the major achievements of #RunToWinNG was its direct support to young and women candidates. Through town halls, training sessions, and media engagement, the project created a platform for youth aspirants to connect with political parties, voters, and electoral officials.

Ahead of the 2022 FCT Area Council Elections, the project convened youth and women candidates from different political parties, offering them guidance on campaign strategies, voter outreach, and electoral regulations. Eighteen of these candidates, aged between 25 and 37, won their elections, proving that when given the right tools and visibility, young people can lead.

In Enugu, two additional youth candidates who participated in project activities were successfully elected into the House of Representatives and House of Assembly, further increasing youth representation in governance.

These victories demonstrated that youth leadership is not just aspirational… it is achievable.

Reaching Young Voters Where They Are

Beyond candidate training, the project also focused on youth voter mobilization and political literacy. Recognizing that young people are often disengaged from traditional civic education, Yiaga Africa adopted a fresh approach—integrating political awareness with pop culture and digital media.

By partnering with Zikoko, an infotainment platform, the project launched interactive quizzes and digital campaigns, making voter education more engaging and accessible. These efforts generated:

• 77,318 impressions across social media, sparking conversations about the power of youth votes.
• 2,396 page views on political literacy content, improving understanding of the electoral process.

The impact extended beyond digital platforms—Yiaga Africa worked with the Independent National Electoral Commission (INEC) FCT office to organize voter education outreach in Kuje and AMAC, two key areas in the Federal Capital Territory. Many young voters who attended these sessions shared that they had not been aware of polling station changes and election dates before the outreach.

Through these innovative strategies, #RunToWinNG ensured that young people were not just aware of their voting rights but were motivated to use them.

Challenges and Lessons Learned

Implementing a political engagement project in Nigeria comes with significant hurdles. One of the biggest challenges was the entrenched culture of exclusion—many political parties and institutions remain hesitant to embrace young candidates, despite the legal framework allowing them to run for office.

Another challenge was navigating misinformation and voter apathy. Many young people disengage from politics due to lack of trust in the system, concerns about electoral violence, or limited access to accurate information. The project found that leveraging trusted influencers and creative storytelling was key to breaking through this apathy.

Key lessons from the initiative include:

• Partnerships are essential for scaling impact. By collaborating with INEC, digital media platforms, and youth-led organizations, the project was able to reach a wider audience and enhance its credibility.
• Behavioral change takes time. While #RunToWinNG made significant progress in increasing youth participation, sustained engagement will be necessary to solidify long-term shifts in political culture.
• Young candidates need continuous support. Many youth aspirants struggled with campaign financing, mentorship, and political navigation. Addressing these structural barriers will be critical in future efforts to support young leaders beyond just election cycles.

What’s Next? Strengthening Youth Political Engagement Beyond Elections

The impact of #RunToWinNG does not end with the 2023 elections. The project has built a strong foundation for continued youth engagement in Nigerian politics, and Yiaga Africa is committed to:

• Strengthening mentorship programs for young and first-time candidates.
• Expanding political education campaigns to reach more young people, especially in underserved communities.
• Pushing for greater institutional support for youth inclusion in political parties and government structures.

This initiative has proven that when young people are given access to political knowledge, networks, and support, they can lead at every level of governance. But the journey doesn’t stop here—youth voices must remain at the center of Nigeria’s political future.