Changing Scenes of Life NORKOR DUAH Scene The Beginning 1 Scene The Winds of Change 2 Scene The New Wave 3 Scene The Winning Formula 4 The Beginning Ghana was the 1st nation in sub- Saharan Africa to adopt a population policy in This was revised in the 90s and led to the formation of Ghana National Family Planning Project. The biggest emerging issue Post Family Planning was HIV/AIDS. This made sex and contraception a public health issue. The focus education, awareness, and ultimately, generating demand and use of modern methods for family planning through social marketing. Major programme initiatives being the Contraceptive Social Marketing (CSM) project ( ) Challenges Command Economy Government in control of everything Taboo Couldnt discuss sex (Family planning) in the open No Research Difficulty in understanding the consumer lifestyle and segmentation Low multilateral investment Limited Communication Channels Innovation Use the people you know. Consumer insights derived from your close associates and extended contacts a sample of one was better than nothing. Adopted the red triangle as the Universal Symbol for Family Planning. 7 Scene The Beginning 1 Scene The Winds of Change 2 Scene The New Wave 3 Scene The Winning Formula 4 The Winds of Change Breaking the silence Restoration of confidence Increased multilateral investment Liberalized Economy Multi-Party Democracy Partnership with Devt. Agencies Rekindled involvement in Social Marketing Family Planning, HIV/AIDS, Malaria. Increased Funding Investment in human capital and institutions to drive this agenda Training Opportunities Recognition of the need to take public health issues seriously and its implications on overall national devt. National Issue More media options FM Radio Increased Media options Social marketing communications ran alongside a re-emergence and boost in commercial advertising, placing us at par with them. Some Campaigns Use of real life people in HIV testimonials Endorsement by key stakeholders (Government, Chiefs, Teachers, Showbiz industry etc.) Community engagement drive Protector and Panther nights, Mobile drama group (Vernacular) Commercial businesses learnt from us and call this Activation. E.g Key Soap concert party. Use of Edutainment (Music and Movies) Ghana All Stars support against AIDS song Things we do for Love Breaking the barriers Mass Media TV, radio, Newspaper, posters, etc E.g. Condom adverts on prime time radio breaking the barriers Notable achievements Creative and Innovative approach to Social Marketing We created a future Prominent actors/Actresses in Africa Vincent JackieMajidAdjetey The Campaign used principles of social marketing to carry the message across The Product-HIV/AIDS Prevention. IMPACT Brought down the barriers surrounding contraceptives Responsible for the growth of condoms in commercial market from 6 to over 15 brands. Increased awareness on HIV/AIDS (98%) Reduced prevalence rate from 4.6 to 3.6 Gained High Governmental support Increased Media support Increased distribution of IEC materials nationwide. EXPOSURE TO "Stop AIDS Love Life" CAMPAIGN (2001) Respondents who perceived themselves at no risk at all Condom use at last sex Percent of womens group members currently using a modern FP method, by level of exposure to the Life Choices Campaign Scene The Beginning 1 Scene The Winds of Change 2 Scene The New Wave 3 Scene The Winning Formula 4 Identified Target Audience Advocacy with Leadership Baseline Survey & Shared Results Set Objectives Dev. Messages & IEC Materials Select, Train & Equip PEs Launch Programme Implement activities Monitoring & Evaluation Structured communications process spot no longer the only show in town ! 3 sec The period of Enhanced structures communication Inconsistence in sustaining the programmes- Global economic meltdown saw a scaling down of investment in BCC. Inability to build capacity in health communications put commercial advertising in the lead and social marketing is still laying catch up. Changes in Programme Managers meant in some cases a new start. Having to re-vamp interventions that started at the beginning of the decade e.g. Life Choices, RBM. Multiplicity of media creating audience fragmentation Challenges Scene The Beginning 1 Scene The Winds of Change 2 Scene The New Wave 3 Scene The Winning Formula 4 In the beginning, the key channel was personal contact and community engagement: the key pillars of social marketing). In the new wave, commercial advertisers caught on to this and called it activation. In the end, the winning formula is personal contact and individual broadcast. We have come almost full circle. in the digital age, advertising will be personalised and tracked People are as personalised as the gadgets they carry, the people they hang out with and the information they share. Behaviour change is a lifestyle choice and communication will have to be personalised for the individual to choose and to share. Finding the key insights to the individual and using these as levers to create engaging dialogue with them is what will help break down the barriers and push the communication forward Public health communication can no longer be treated Ministries Style information. It will have to have a brand identity and personality that resonates with and reflects the individuals and communities we intend to reach. It has to have verve if we want it to stand out, and carry through. In our community, our health campaign is the Goodlife brand. Thank you