MEDIA PLAN ON EDUCATION TO ERADICATE OPEN DEFECATION AT JAMESTOWN IN ACCRA.
1. SITUATION ANALYSIS.
Open defecation is a common practice at Jamestown, a fishing community in Accra. Based on research conducted in Jamestown, about 85% of households do not have places of convenience, hence open defecation on the beaches is on the increase. Due to this, we plan to educate them on the right means of attending to natures call to stop open defecation.
2. MARKETING OBJECTIVES
This campaign is intended to create awareness on the dangers of open defecation at the seashore. We also intend to educate the inhabitants on the proper ways of attending to natures call in order to eradicate diseases like cholera.
We will encourage them to adopt the habit of using public toilets rather than doing it at the seashores.
We intend to use outdoor and broadcast media to reach at least 60% of the target audience within six months.
3. MARKETING BACKGROUND
The people of Jamestown feel comfortable attending to natures call at the seashore due to the fresh breeze they enjoy. They do not have to pay for defecating at the sea shore. Most of them either do not have money or do not see the need to pay to use the public toilet when they can actually do it for free in the sea.
4. ADVERTISING OBJECTIVES
Our main objective is to create awareness to about 85% of the people of Jamestown to encourage households to either build their own latrines or visit the public toilet.
We also intend to educate them on the threats open defecation could possibly have on the community.
5. MEDIA OBJECTIVES
To generate awareness among inhabitants of Jamestown. The target audience of Jamestown are women, men and children. Our goal is to reach about 85% of the population. We would use visual illustration to communicate to them. Major language spoken in Jamestown is “Ga” so we will use their own language to make understanding easier. Example: kaawa y3 bi3, which translates as “don’t shit here”. Some of them understand English so we will do one that is in English as well.
6. MEDIA STRATEGIES
Based on our research, we realized that many people have tried and are still campaigning to this community to stop open defecation.
We would like to use a different strategy that might reach at least 85% of the people since some are literates.
- Television: As a primary medium, we would use TV stations watched mostly by Jamestown to advertise to them. Example, Obonu TV which uses solely the “Ga” language or UTV which also uses the local language. Television provides sight and sound and message is and understood immediately.
- Outdoor: We will do billboards by using visuals to be placed in their locality.
- Radio: Lat3 nuu a radio station which speaks “Ga” as well as Peace Fm would be used to communicate our message to them. Most of them listen to these stations frequently. Radio message is directly and immediately received and understood. It also reaches a large number of people.
Through the number of social media likes and views.
Comments and responses from the inhabitants by means of follow ups in the community.
8. CHECKLIST
Through the number of people building their own latrines and those using the public toilets.
9. SUMMARY
Jamestown being a deprived community happens to be a fishing community which’s inhabitants practice open defecation along the seashores. During cholera outbreaks, they record a higher number of cases, hence the need to educate them on the right means of attending to natures call and also create awareness of the dangers of open defecation.
(BACS2017180)
