1.0 SITUATION ANALYSIS
In
2014, about at least 17,655 cases of domestic violence were reported to the
Domestic Violence and Victims Support Unit (DOVVSU) of the Ghana Police
Service. Out of these cases, wife battery and assault recorded about 5,212
cases.
According
to World Health Organization (WHO), women are more likely to suffer from
depression, anxiety, mental challenges and sexual dysfunctions as a result of
Sexual and Gender Based Violence.
Esaaman,
a community in the Sekondi District in the Western Region has been noted as an
area which has numerous reports on domestic violence in 2015. For this reason, there is the need to put
measures in place to drastically reduce domestic violence in Esaaman Community.
2.0 MARKETING BACKGROUND
NGOs
like UNFPA, UNICEF, Action Aid, World Vision International and other Governmental
units have held Conferences, Meetings, Events, Campaigns, and Public Lectures
against Domestic Violence in our societies. Numerous campaigns have been made
via different mediums. The use of internet (Social Media), Broadcast (T.V) and
Outdoor media (Billboards, flier, and Posters) have been used to eradicate this
habit but to no avail. Members of Esaaman Community are familiar with
information pasted on walls as posters.
3.0 MARKETING OBJECTIVE
· The marketing
goal is to reduce Domestic Violence in Esaaman Community from 50% to 5% within
2 years from 2017 to 2019 with the budget of GH¢135,178.00
To sensitize and educate Esaaman Community members, especially the men on the
effect of Domestic Violence.
Time
Period: January 2017 – January
2019
Budget: GH¢135,178.00
4.0 ADVERTISING OBJECTIVE
To
increase awareness on the effects of Domestic Violence and make them realize
the consequences of that act. Promotion mix like media advertising and
publicity will be used as the strategy to achieve this goal.
5.0 MEDIA OBJECTIVES
·
Educate Esaaman
Community members on Domestic Violence especially the men between the ages of
18 – 59. The target consists of about 12,000 community members out of whom
44.8% are men, 34.2% are women and 21% are children. Since 44.8% of the targets
are men, we limit our target audience to 44.8%.
·
Providing
consistent 2 year media support to the campaign starting in January 2017 to
January 2019.
·
To use
Print/Press media to reach 80% of our target (Men) in Esaaman Communty within 2
years.
6.0 MEDIA STRATEGY
·
Looking at the
demographics and psychographics of our target audience, Print media will be our
primary medium and broadcast as our secondary medium. With a budget of GH¢135,178.00, 27% of this amount will be allocated to
print media, 33% will be allocated to outdoor and 40% will be allocated to
Broadcast media. This because, Print is less expensive and a very effective
advertising tool. Outdoor is a little expensive as compared to print and
broadcast is the most expensive. That is why huge amount of money has been
allocated in the broadcast media.
6.1 Print
Specifically,
Posters in different sizes will be used as a media tool to reach large number
of men In Esaaman. The poster will look simple and will carry only the message.
The poster will have a catchy appearance and nice visuals which will attract
readers.
Due
to the duration of the campaign, Posters will be suitable and affordable since
it has a long message life, repeats exposure, targeted straight at the
audience. At the end of the campaign, we will easily able to identify or
measure the effectiveness of the medium, whether our goal was been achieved or
not.
With
an allocated amount of GH¢36,168.00 two
thousand wall posters will be produced and distributed, A3 and A2 respectfully
twice a year (every six months). The posters will be in SAV sticker form and glossy
appearance to make it nice and call for attention.
The
poster will contain action photograph of a man beating his wife, with an
inscription, STOP “Ma Down”. Ma down is a common jargon used amongst the people
of Esaaman which means to shun or put a stop to an action. The use of this
jargon will communicate easily with members of the community and make them
understand the content of the poster.
6.2 Outdoor Media
The
33% of the budget (GH¢44,758.00) which
goes for Outdoor media will be used for only bill board adverts. Same message
on the posters will appear in a different design on 3 billboards. Two of these
billboards will be mounted on the major road of Esaaman before entering to the
community. The other one will be mounted in the Centre of the community. Within
the period of 1year, this will be advantageous because it has a wide coverage
of the community members.
6.3 Broadcast Media
In
terms of broadcast media, Television will be the only medium to use since the
message carries visuals and needs to be displayed for the target audience to
observe and understand.
Television
has been considered to be used because; it has the tendency to reach a wide number
of audiences and message is immediate. With the budget of GH¢54,252.00 Campaign adverts will run through only two
TV Channels for a year. UTV and the Nations Television, GTV are the channels to
be used.
With
preference to our target audience, UTV Agrofie which is a local sports
programme shown in the mid-morning (10:00 – 11:00am) everyday, is the people’s favorite
and for that reason, space can be bought to run an advert. Also GTV’s Agroo! Hosted
by David Dontoh every Saturday from 7:00 – 9:00pm) will be sponsored in order
to use that as a platform to run much of the campaign advert.
7.0 BUDGET
SUMMARY OF MEDIA EXPENDITURE
MEDIA
TOOL
|
DURATION
|
QUANTITY
|
AMOUNT
(GH¢)
|
Print Media (A4 & A5
Poster)
|
2 Years
|
16,000 pcs
|
GH¢36,168.00
|
Outdoor
|
2 years
|
3
|
GH¢44,758.00
|
Broadcast Media
|
1 year
|
-
|
GH¢54,252.00
|
Total
|
GH¢135,178.00
|
