BACS2017056 - PR A
A MEDIA PLAN AGAINST THE USE OF POLLUTED RIVER WATER IN TARKWA
Situational Analysis
- Tarkwa is a gold and manganese mining town in the western Region of Ghana, with a population of about 34,941 people in 2013.
- The people of Tarkwa engage in trade and agricultural activities as well as illegal mining.
- The Bonsa River is a major source of water for the town.
- The Bonsa River is heavily polluted due to the activities of Galamsey operators.
- The use of mercury in their operations has led to the mercury pollution in the river.
- There are only few boreholes in the community.
- The river has been a source of water for drinking and for household activities for a long time.
- Farmers also use this water from the polluted river for irrigation.
Due to these, the township has been exposed to certain health hazards such as malaria, cholera, typhoid and so on.
Marketing Background
Government has carried out a lot of campaigns
on the avoidance of drinking unclean or polluted water and hence the adoption
of clean water. A group called “world vision” joined forces with the government to carry out this initiative. Seeing as millions of Ghanaian's lack access to clean water, the world vision
association in the year 2009 embarked on a journey of ensuring that locally owned safe water stations could provide
reliable, affordable and safe water to the communities.
- It used an investment of roughly half a billion to invest in safe water treatment in the rural vicinity
- It implemented the first five water stations with world health international.
- It also expanded in the western region to provide safe drinking water in multiple new communities.
These actions helped to bring on board technical,
financial, public health and development expertise to the challenges facing the
people in order to ensure the realization of safe water, to improve health and
economic well being.
Marketing Objectives/Strategies.
We are using the print medium to educate about 70% of people in the community along the Bonsa River on the health hazards of using the polluted water from the month of January to March 2017.
Main objective
Our marketing objective is to:
- Get at least 20% of the people to accept the campaign message, change attitude and use clean water.
- Educate families on basic water treatment methods
- Engage the community people during their free hours to educate them on the essence of using clean water (using their local dialect)
- Organize workshops for teachers to train them on the health hazards of consuming polluted water. Who will in turn spread the message to the children
Advertising Objective
Generate the
acceptance and use of drinking clean water among at least 20% of the townsfolk within 3 months
Media Objectives
Generate the acceptance and use of drinking
clean water among at least 20% of the townsfolk within 3 months
The demographics and psycho-graphics of our target are:
The demographics and psycho-graphics of our target are:
- Teachers
- Children
- Mothers
Media Strategy
Following the
attitude of the people towards polluted water and clean water available for
them over the years per our research in the township, we realized that
nearness of the polluted river water to their homes is what makes them prefer
it to the boreholes.
However we intend with the help of other NGO’s to
construct some more boreholes and visit markets to emphasize the health hazards of using polluted water.
