National Democratic Congress
Industry: Non-profit and Advocacy, 2008
Assignment
Formulate a comprehensive election campaign and brand strategy, creative and rollout
Background
The National Democratic Congress is a social democratic political party in Ghana, founded by former President Jerry Rawlings. The NDC was formed ahead of elections in 1992 and 1996 which returned President Rawlings to power. Rawlings’ second term ended in 2001. His vice president, Prof John Atta-Mills, came second in the 2000 and 2004 presidential elections, winning 44.6% of the vote on the second occasion.
Key
- “Unhappy but better” – Polls clearly indicate that voters do not think that they have an acceptable quality of life. Yet, when asked if they are better off than under NDC rule, they say “Yes.”
- “What’s in it for me, and why you? – A lot has been speculated about the so called swing or floating voters that make up about 18% of the electorate. The existence of these voters can, however, not be disputed. In principle they are rational people who focus on “issues” and credibility. They want to know how they will benefit from who they vote for, and because they believe all politicians are the same they want to know what makes you different or better from the other options they have. These voters are believed to have given the opposition NPP their votes in 2004.
- “They are all the same!” – The youth or especially first time voters are
indifferent and believe casting a vote will be a waste of time. They want to be
inspired and made to believe that that whoever they vote for will be
supportive of making their dreams come true. Research indications are that
70% of them voted for the NPP in 2004.
Scope
Brand Leadership, engaged by the NDC since March 2008 through to the run-off on 28 December 2008, crafted and implemented the re-election campaign communication strategy. Blending the principles of marketing, branding and political campaigning, Brand Leadership developed a strategy anchored on a winning “4-phase political branding” campaign that encompassed, (i) setting the election agenda, (ii) mapping out the case or manifesto for change, (iii) nation building and (iv) voter mobilization - designed to reassure committed voters, win swing voters and re-establish the NDC and Mills as the best custodians of Ghana’s values, ambitions and prosperity
