MEDIA PLAN FOR DOMESTIC VIOLENCE CAMPAIGN ADVERT

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