Nigerian economy: Generosity of strangers stuns struggling mother

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Shamsiyya Abubakar had begun to lose hope – Nigeria’s grave economic downturn meant she was scrambling each day to feed her family of nine.

The 32-year-old had resorted to cooking afafata – the rice grain millers normally throw away at the end of the sorting process because it is too tough.

Ms Abubakar, mother to a newborn baby, told BBC Pidgin that her struggles had taken her mind to dark places.

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“Sometimes I say to myself: ‘Instead of living like this, wouldn’t it be better to be dead?’” she said in the Hausa language interview, which was widely shared in Nigeria.

But since it was published on Tuesday, strangers have been filing in and out of her house with offers of food and money.

This unexpected response has “changed her life”, she said when the BBC caught up with her for a second time.

“I have never seen such huge amounts of money in my life… I am really grateful.

“I got cash from several people, while others brought bags of good rice and maize, so we have enough good food to eat now,” she added.

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Her husband Haruna Abubakar also expressed delight at their change of fortune.

“On the day of the BBC video, we had nothing to eat, I struggled to get them 500 naira (£0.25; $0.32) to buy cups of rice,” he said.

“Today, I am a happy man as our lives has changed and we have enough to eat.”

Ms Abubakar with a dish of broken, tough rice grains
Image caption,A video of Ms Abubakar telling the BBC about her struggle sparked an outpouring of help

Sani Isah, one of those who took supplies for the family, said Ms Abubakar’s story made him cry. Mr Isah added that he felt compelled to help with the little he had.

“I think her case is a shame to our leaders, I actually wept after watching her video. How can someone pray for death instead of wanting to live just because of food?” he asked.

“I pray that others in her type of situation will also get the help they need that will change their lives.”

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Nigeria is currently experiencing its worst economic crisis in a generation, which has led to widespread hardship and anger.

On Tuesday, thousands took to the streets in a nationwide protest against the government’s handling of the economy.

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The steep price of food has been a major source of frustration.

Rice, a staple in Nigeria, has more than doubled in cost over the past year. Ms Abubakar is far from alone in turning to the broken, dirty and tough afafata grains – its relatively low price has helped many struggling families in the north survive. Several others have been forced to go hungry or ration the food they have.

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Ms Abubakar feels that thanks to the kindness of strangers, she can now look forward to the future.

She told the BBC that in order to sustain her family in the long-run, she wants to start a business with some of the food she has received.

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sanya-onayoade

Sanya Onayoade

Continental Editor, North America

SANYA ONAYOADE is a graduate of Mass Communication and a Master of Communication Arts degree holder from the University of Ibadan. He has attended local and international courses on Media, Branding, Public Relations and Corporate Governance in many institutions including the University of Pittsburgh; Reuters Foundation of Rhodes University, South Africa and Lagos Business School. He has worked in many newspaper houses including The Guardian and The Punch. He was the pioneer Corporate Affairs Manager of Odua Telecoms Ltd, and later Head of Business Development and Marketing of Nigerian Aviation Handling Company (NAHCO Plc).

He has led business teams to several countries in the US, Asia and Europe; and was part of an Aviation investment drive in West Africa. He has also driven media and brand consultancy for a few organizations such as the British Council, Industrial Training Fund, PKF Audit/Accounting Firm and Nigeria Stability and Reconciliation Programme. He is a Fellow of Freedom House, Washington DC, and also Fellow of Institute of Brand Management of Nigeria. Sanya is a member of Nigerian Institute of Public Relations (NIPR), Advertising Practitioners Council of Nigeria (APCON) and Project Management Institute (PMI). He is a 1998 Commonwealth Media Awards winner and the Author of A Decade Of Democracy.
Morak Babajide-Alabi

Morak Babajide-Alabi

Continental Editor, Europe

Morak Babajide-Alabi is a graduate of Mass Communication with a Master of Arts Degree in Journalism from Napier University, Edinburgh, United Kingdom. He is an experienced Social Media practitioner with a strong passion for connecting with customers of brands.

Morak works as part of a team currently building an e-commerce project for the Volkswagen Group UK. Before this, he worked on the social media accounts of SKODA, Audi, SEAT, CUPRA, Volkswagen Passenger Cars, and Volkswagen Commercial Vehicles. In this job, he brought his vast experience in journalism, marketing, and search engine optimisation to play to make sure the brands are well represented on social media. He monitored the performance of marketing campaigns and data analysis of all volumes of social media interaction for the brands.

In his private capacity, Morak is the Chief Operating Officer of Syllable Media Limited, an England-based marketing agency with head office in Leeds, West Yorkshire. The agency handles briefs such as creative writing, ghostwriting, website designs, and print and broadcast productions, with an emphasis on search engine optimisation. Syllable Media analyses, reviews, and works alongside clients to maximise returns on their businesses.

Morak is a writer, blogger, journalist, and social media “enthusiast”. He has several publications and projects to his credit with over 20 years of experience writing and editing for print and online media in Nigeria and the United Kingdom.

Morak is a dependable team player who succeeds in a high-pressure environment. He started his professional career with the flagship of Nigerian journalism – The Guardian Newspapers in 1992 where he honed his writing and editing skills before joining TELL Magazine. He has edited, reported for, and produced newspapers and magazines in Nigeria and the United Kingdom. Morak is involved in the development of information management tools for the healthcare sector in Africa. He is on the board of DeMiTAG HealthConcepts Limited, a company with branches in London, Lagos, and Abuja, to make healthcare information available at the fingertips of professionals. DeMiTAG HealthConcepts Limited achieved this by collaborating with notable informatics companies. It had partnered in the past with Avia Informatics Plc and i2i TeleSolutions Pvt.

Out of work, Morak loves walking and also volunteers on the board of a few UK Charity Organisations. He can be reached via http://www.syllablemedia.com
Ademola-Akinbola

Ademola Akinbola

Publisher/Editor-in-Chief

Brief Profile of Ademola Akinbola

Ademola AKINBOLA is an author, publisher, trainer, digital marketing strategist, and a brand development specialist with nearly three decades of experience in the areas of branding, communication, corporate reputation management, business development, organizational change management, and digital marketing.

He is the Founder and Head Steward at BrandStewards Limited, a brand and reputation management consultancy. He is also the Publisher of The Podium International Magazine, Ile-Oluji Times, and Who’s Who in Ile-Oluji.

He had a successful media practice at The Guardian, Punch and This Day.

He started his brand management career at Owena Bank as Media Relations Manager before joining Prudent Bank (now Polaris Bank) as the pioneer Head of Corporate Affairs.

The British Council appointed him as Head of Communication and Marketing to co-ordinate branding and reputation management activities at its Lagos, Abuja, Kano and Port Harcourt offices.

In 2007, he was recruited as the Head of Corporate Planning and Strategy for the Nigerian Aviation Handling company. He led on the branding, strategic planning and stakeholder management support function.

His job was later expanded and redesigned as Head of Corporate Communication and Business Development with the mandate to continue to execute the Board’s vision in the areas of Corporate Planning and Strategy, Branding and New Businesses.

In 2010, he voluntarily resigned from nacho aviance to focus on managing BrandStewards, a reputation and brand management firm he established in 2003. BrandStewards has successfully executed branding, re-branding and marketing communication projects for clients in the private and public sectors.

Ademola obtained a M.Sc. Degree in Digital Marketing & Web Analytics from Dublin Institute of Technology in 2016, and the Master of Communication Arts degree of the University of Ibadan in 1997. He had previously obtained a Higher National Diploma (with Upper Credit) in Mass Communication from Ogun State Polytechnic, Abeokuta.

He has published several articles and authored five management books.

He has benefitted from several domestic and international training programmes on Brand Management, Corporate Communications, Change Management and Organizational Strategy.
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