MEDIA PLAN FOR INCREASING AWARENESS ON THE NEED TO STOP DOMESTIC VIOLENCE

There are many human rights abuse but we specifically chose physical abuse, under which Domestic Violence comes to play. Domestic Violence is our focus and an awareness campaign will be carried out intensively at Esaaman, a community in Sekondi of the Western Region.

SITUATION ANALYSIS

In 2014, at least about 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. At Esaaman, in the Western Region alone, the rate of Domestic Violence is very alarming as at least two cases are reported to DOVVSU. We have therefore decided to sensitize the people there, especially the men on the need to stop abusing their partners and women in general. According to the World Health Organization (WHO), women are more likely to suffer from depression, anxiety, mental challenges and sexual dysfunctions as a result of Domestic Violence (SGBV).

BACKGROUND

Over the years, DOVVSU, the Ministry of Gender, Children and Social Protection, UNDPA and some Non-Governmental Organisations (NGOs) have collaborated to create awareness on stopping Domestic Violence. In 2014 in the Western Region, two (2) major Domestic Violence campaign programmes were rolled out, with each programme lasting about five (5) days. In 2015, the number of Domestic Violence campaign programmes increased to four (4). However, statistics on Domestic Violence in the region, especially “Esaaman” did not decrease. This calls for more intervention on Domestic Violence campaigns.

CAMPAIGN OBJECTIVE/ STRATEGY

To convince the people of “Esaaman” to end Domestic Violence. We plan on increasing awareness on Domestic Violence up by 10% each quarter of the year 2017. This will be done by creating more effective visuals and message/texts on Domestic Violence which the people of “Esaaman Village” will easily familiarize with. Major Campaigns will be rolled out every two months throughout the year 2017. We will visit churches to educate their members on the need to stop Domestic Violence. Traditional authorities will also be involved in the campaigns.

ADVERTISING OBJECTIVE

To effectively increase awareness on the need to end Domestic Violence at Esaaman, a     community in Sekondi, Western Region.

MEDIA OBJECTIVE

1. To increase awareness on the need to end Domestic Violence among people from the ages of 15 to 60 years in Esaaman community. Target audience is defined as follows:

·         Women:   15yrs - 60yrs

·         Men:        15yrs - 60yrs

·         Literates

·         Illiterates

2. Communication Goals

A local Jargon - ''Ma Down'' will be used throughout the awareness campaign. This slogan means stop/lower.  The text will be accompanied by visuals to further drum home the message to end domestic violence.

3. There will be an all year round media support to increase awareness.

4. Scheduled adverts on domestic violence will be run consistently through the week. This will be done to increase reach and frequency.

MEDIA STRATEGIES

Despite all the previous awareness campaigns, the statistics on domestic violence in “Esaaman” is still alarming. Therefore more effective media strategies will be employed for this particular campaign to be successful. An Inter-media decision has been taken. The breakdown is as follows:

·         Outdoor Media

This will be the primary media for the campaign.

Reasons/ Advantages

-It guarantees good listenership.

-It can appeal to all kinds of people.

-Easy to move around.

-Reaches large target audience.

-Local people are familiar with it.

The following specific outdoor media will be used:

1.      Information van

2.      Bill boards

·         Print Media

Reasons/ Advantages

-It provides visuals and texts

-It can easily be referred to later since it is not passing.

-It is timely.

-It guarantees good readership.

-It can appeal to all kinds of people.

-Complete coverage (reaches larger target audience).

The following specific print media will be used:

1.      Posters

2.      Leaflets

3.      Literacy Booklets

Radio

Reasons/ Advantages

-High reach

-It provides sound and audio

-It is fast

The following specific local based radio stations will be used.

1.      Twin city radio

2.      Skyy Power Fm

Television

Reasons/ Advantages

-High reach/ awareness builder

-Provides sight, sound and motion

-Added value programmes

-Continuity

The following specific TV stations will be used.

1.      GTV

2.      UTV

N.B: Adverts on domestic violence will be played during prime times on both TV and radio. Road blocking, as a scheduling tactic will be employed to increase reach. Airtime will also be bought on popular radio and TV programmes like telenovelas and political discussions.

BUDGET

ACTIVITY	AMOUNT (GH¢)
Outdoor media	8,000.00
Broadcast (radio & TV)	30,000.00
Print media	12,000.00
Grand total	50,000.00

EXECUTIVE SUMMARY

This is a Media plan to increase awareness on the need to curb Domestic Violence among people between the ages of 15 to 60 years in Esaaman, a community at Sekondi in the Western Region of Ghana. In time past, a number of campaigns were rolled out in that community and region to that effect, but the rate of Domestic Violence did not decrease. In order to increase awareness and stop Domestic Violence in Esaaman, an intensive campaign will be rolled out throughout the year. Outdoor media, Print media, Radio and Television will be used since they provide a wide range of benefits for the campaign. A catchy Fante jargon - ''Ma Down'' will be used throughout the campaign. Separate budgets will be allocated for various schedules and tasks, all amounting to GH¢50,000.00.

EVALUATION/ CHECKLIST

·         Our target audience are basically Fante speaking people who usually use jargons, hence our campaign text/ slogan - ''Ma Down''. This jargon was chosen because from a careful research, the people of Esaaman will easily identify with it.

·         Employing Information van and TV will increase our reach as most of our target audience listen to the information van and watch telenovelas and political programmes on TV.

·         The time chosen and the roadblocking tactics to run the domestic violence adverts will be very effective. This is because almost all the channels selected will air the adverts at the same time, effectively capturing the attention of target audience.

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