Nigerian kids looking for pictures of a fireman goto their Wikipedia and search for an "onye oku oku". The search engine knows from where the request comes and shows the pictures of Nigerian firemen first.
The pictures are from Commons, in the meta data of the picture it says where the photo was taken. Happy kids, happy teachers and happy Nigerian Wikimedians because this brings more attention for the projects they care for.
People find pictures in Nigerian languages and to increase the choice of pictures to choose from, a photo contest is launched of everyday Nigerian objects, traffic signs, shops of all kinds, professionals, "be bold and show us your Nigeria" is the mantra. People find more pictures about Nigeria and even after the contest people continue to increase the selection people use for an illustration.
The Wikimedia Foundation has another challenge, there are copycats all over the world and the public use of Commons increases by 200% in a few months time.