GoodLife Campaign Ghana

At the centre of the campaign is the GoodLife Game Show, designed to move health messages beyond instructive commands to engaging people on issues relevant to their own daily lives. Contestants on the show are posed challenges, answer questions, and participate in skills-building games based on particular health issues. The campaign also uses well known Ghanaians to get the messages across, including stand up comedian Kweku Sintim-Misa and Hip-life music artist, Nana Boro.

The project is being implemented in three phases:

Phase 1, which ran from 9 to 26 November 2010, was a teaser campaign to generate discussion around the question 'what is your good life?' This phase used different multimedia approaches to attract the intended audience's interest:

• TV and radio spots - spots around six characters, a hair dresser, a taxi driver, a footballer, a farmer, business man, and a seller.
• posters
• buzz cards
• t-shirts
• SMS (text) messages

Along with multi-media, there were also community activities in the form of Community Storming Teams, who engaged people in discussion and handed out flyers and buzz cards.

The 2nd phase, which ran from November 2010 to February 2011, was the brand positioning campaign. The messages focused on health in general, laying the foundation for people to want to seek out and practice disease prevention. Multi-media used included the following:

• television and radio spots - the same 6 characters as in phase one depicted what would happen to their good life if they became ill;
• a good life song;
• music video;
• billboards; and
• a music concert

At health facility and community level, the project used posters, flyers, banners, wall paintings, and health volunteer activities, as well as health reference materials and community mobilisation manuals.

The main phase has been running from January 2011 and focuses on:

• specific health messages;
• strengthening the good life brand; and
• broadening participation with other organisations in public and private sector.

The campaign also offered a GoodLife website which featured information about the different health issues addressed by the campaign, as well as campaign resources.

As part of the overarching GoodLife campaign, in June 2011, the Behaviour Change Support (BCS) Project and ProMPT, in partnership with the National Malaria Control Programme and the Ghana Health Service, launched the new "Aha ye de" malaria campaign. "Aha ye de" means "It’s Good Here" in Twi, one of Ghana’s national languages. The campaign is designed to reposition the use of treated nets as a lifestyle decision, while at the same time preventing malaria. The campaign seeks to increase risk perception by emphasiding the severity and threats of malaria. At the same time, the campaign empowers individuals to use malaria prevention and appropriate treatment. (see Related Summary below for "Aha ye de" campaign materials .)

Maternal Neonatal and Child Health, Family planning, Malaria prevention and treatment, Nutrition, Water, Sanitation and Hygiene