‘The fight for the soul of Nigeria and the world’

Abstract This chapter explores the formation, organizational structure, core values, and repertoires of protest of the #BringBackOurGirls (#BBOG) movement. It analyses #BBOG’s mobilization, funding, and internal challenges. The findings demonstrate that the #BBOG movement is an effective, delicately managed yet internally complicated ideational machinery. This chapter argues that despite widespread perceptions about #BBOG’s social media sophistication and efficacy, its communication process in reality combines the rhizomatic instantaneity and intercontinental reach of social media platforms such as Twitter (now ‘X’) and Facebook with the multiple publics offered by traditional print and electronic media. Overall, this chapter provides an in-depth picture of the painstaking work that propelled #BBOG into international prominence.