Value re-orientation in Nigeria, through campaigns like Change Begins with Me, has the ambition to influence people’s attitude towards specific social goals, by canvassing for values that lead to appreciably stronger awareness and responses to the social good being proposed by government. Therefore, this paper prods into the change campaign with a view to raising the perceived issues, discussing it from development communication perspective and how digital media can be deployed to engage citizens, especially youths, which findings have shown constitute about 72% of the Nigerian population; and to promote active participation. The paper is anchored on critical theory of communication, which challenges information model with a communication model that epitomizes participatory democracy—a situation where all stakeholders are engaged in decision making. The paper argues that, without the campaign’s targets’ serious involvement in the process of national reorientation via digital media’s interactivity, it will fail like earlier ones. It recommends, among others, that full participation of community members (especially the youths), provision of incentives to traditional media and managing resistance to change are germane to an impactful campaign.