The challenge

Most of Nigeria's great cultural treasures reside in Western museums, far from their rightful home. We set out to reconnect a new generation of Nigerians with their heritage and to call for its return. 

The idea

After more than a century of separation, we brought Nigeria's heritage closer to its people. In partnership with the National Commission for Museums and Monuments, we launched a campaign to rally public support and pressure institutions to return stolen artefacts. 

With a tiny budget, we aimed to capture the world's attention. Through a digital campaign, we inspired young Nigerians to embrace their heritage, share their stories, and stand together to demand the return of the Benin Bronzes. Mainstream media in Nigeria embraced the campaign, and soon global outlets were highlighting the issue. From local news to international platforms, the campaign put the matter of restitution firmly in the spotlight. 

The result

• Reached 50 million Nigerians via earned media 

• 390,000 signatures in 30 days — the biggest petition in African history 

• Trended on Twitter throughout the campaign 

• Generated $10 million in earned media 

• Secured the return of 72 artefacts with the National Commission for Museums and Monuments