Nyoocha tupu i kesaa": Anambra Youths Take on Misinformation with Culturally-Driven Campaign

 

"Nyoocha tupu i kesaa": Anambra Youths Take on Misinformation with Culturally-Driven Campaign

By Uchenna Ezeadigwe 

Awka

In response to the growing challenge of misinformation in Anambra State, a youth-led communication group has launched a culturally resonant campaign to change how people consume and share information.

The initiative, spearheaded by The Comms Avenue (TCA) Anambra Chapter and led by communications professional, Joy Udemezue is titled ‘Nyoocha tupu i kesaa’ an Igbo phrase meaning ‘Stop and think before sharing.’

The campaign seeks to curb the unchecked spread of false information, especially via WhatsApp, Facebook, and word-of-mouth channels.

 A Timely Response to a Growing Problem

Misinformation has increasingly shaped public behavior in Anambra State, influencing decisions around health, politics, and business. With little verification or fact-checking, misleading content often spreads faster than truth,resulting in panic, distrust, and even harm.

Recognizing this, TCA Anambra launched “Nyoocha tupu i kesaa” to instill a culture of critical thinking among the residents, urging them to pause, reflect, and verify information before passing it on.

This campaign is not only focused on fact-checking. It’s about trust, accountability, and empowering people to be more thoughtful with the information they consume and share,” said Joy Udemezue, Chapter Lead of TCA Anambra.

With deep cultural grounding, the “Nyoocha tupu i kesaa” campaign has proven that locally framed truth can outperform viral misinformation.It offers a powerful model for other communities across Nigeria and Africa looking to combat the spread of false narratives.

As the digital and information age continues to evolve, campaigns like this highlight the vital role of youth-led, culturally-aware communication in shaping a more informed and responsible society.