By Okechukwu Keshi Ukegbu Even in military world, there is need to restrategize. This may have informed the decision of Abia State Orientation Agency to pull out from the streets to engage in its Indigenous Content Campaign. The agency late last year occupied the streets, not as army of occupation, or some disgruntled nationals who sought the throat of some ruling elite in a bid to cause some revolution, but to preach the gospel of \u201csafe environment\u201d to Abians. The campaign, which took off from the commercial hub of the state, Aba, was replicated in Umuahia. The campaign was, by all ramification successful. The Indigenous Content Campaign will focus on Abia products, services and outstanding personalities. In the days ahead, according to the Director-General of the agency, Mr Godwin Adindu, crucial attention will be accorded to products manufactured or produced in Abia, special services rendered by Abians and outstanding personalities who have distinguished themselves in their career, profession or trade. His words, "We will tell our own story and present the best of Abia. We will show the world that great things are happening here under Governor Okezie Ikpeazu." The new campaign is providing a platform where local entrepreneurs will be engaged to discuss their processes with the aim of building a profile of their businesses for media publicity. Also, part of the component will accommodate what is referred to as the outstanding Personality Campaign. It will also provide a platform that will project Abia students who are breaking records in their different disciplines and other professionals and businessmen who are distinguishing themselves in their careers and position them as great ambassadors of the state. To ensure efficiency, the agency is adopting Integrated Marketing Communications and grassroot engagement mechanisms to repackage our cultural identities and festivals and project them to national limelight so that they could be adopted as part of national cultural heritage and world resource events. Integrated Marketing Communications (IMC) is a strategic, collaborative, and promotional business function through which a targeted audience senses consistent, persuasive, and reinforcing brand messaging.