Challenge

Dr. Kwabena Duffuor, a renowned former Finance Minister and Governor of Ghana’s Central Bank, sought to build a compelling presidential campaign that would resonate with the National Democratic Congress (NDC) primary electorate and the general Ghanaian electorate ahead of the 2023 NDC Presidential Primaries. The campaign needed a strong communications strategy, research-backed policies, and a digital presence to connect with Ghana’s diverse population.

Solution

To address these needs, consultancy services were provided with a focus on strategic communications, research insights, and digital engagement:

  • Strategic Communications: A unified messaging framework was developed to highlight Dr. Duffuor’s economic acumen, leadership credentials, and vision for inclusive national growth.
  • Policy Development: Research-driven insights were used to design policies that addressed key national issues such as economic revitalisation, youth empowerment, and job creation.
  • Digital and Social Media Strategy: Designed and implemented a dynamic digital campaign to expand the campaign’s reach, leveraging social media platforms to connect with younger voters and amplify key messages.
  • Media Engagement: Curated a media strategy to ensure consistent and impactful visibility across traditional and digital platforms.

Impact

 

  • The campaign succeeded in positioning Dr. Duffuor as a candidate with a well-defined public image and a clear vision for Ghana’s future. The integration of strategic communications, research-backed policies, and digital engagement ensured broad reach and resonance with stakeholders across demographics.