By Roy Ofori African Heritage Global Affairs Editor
At the ADC-DN Strategic Convergence 2025, Ms. Lauretta Onochie issued a clarion call to African Democratic Congress (ADC) members worldwide: stop selling personalities and start marketing the party. In remarks that cut through the usual rhetorical flourishes, Onochie urged Diaspora and domestic faithful to convert policy-heavy presentations into measurable grassroots action that builds the ADC brand and not the profile of individual aspirants. “It is time to convert brilliant presentations into measurable impact,” Onochie told delegates, stressing that voter education, community engagement, and sustained visibility are the engines that will transform the ADC from a large opposition grouping into the largest party in power by 2027. Her intervention was short, sharp and strategic, reframing the conversation from internal jockeying for posts to long-term party-building.
Onochie’s message arrives amid intense national political re-alignment. The ADC has positioned itself at the center of a broader opposition realignment, including new coalition arrangements and high-profile endorsements that seek to challenge the ruling party in 2027. Party leaders at the Convergence reiterated that the ADC’s strength lies in institutional depth and a coherent message that appeals across demographics, precisely the assets Onochie asked members to foreground.
Practical, not performative. Onochie’s emphasis on practical politics dovetails with the Convergence’s wider push for operational reform. Delegates discussed concrete measures from a centralized membership database to digital voter-education tools and strengthened fundraising mechanisms, all intended to sustain long-term party identity beyond charismatic leaders. Speakers at the event insisted that institutional capacity and disciplined messaging will matter more in 2027 than last-minute personality-based alliances.
Why marketing the party matters ? Marketing the party, Onochie argued, means consistently communicating ADC’s four core values, which are Character, Courage, Competence, Integrity through programs, community projects, and everyday political engagement. It means equipping Diaspora chapters to run voter-awareness campaigns, civic education sessions, and local-level outreach that link the ADC brand to tangible benefits for citizens. Done right, that work translates into durable votes and the organizational resilience needed to win national power.
A strategic moment With conversations underway about alliances, candidate choices, and policy platforms, Onochie’s intervention was a strategic nudge: build the party first, then the ticket. ADC leaders at the Convergence including the National Chairman’s representatives and Diaspora coordinators echoed the call for unity, institutionalization, and a focus on systems that outlast personalities. As the party charts a path to 2027, Onochie’s demand for disciplined, party-centered marketing may prove a defining corrective to a political culture that too often elevates individuals over institutions.
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