Government of Ghana · nationwide · 2021

A national intervention, communicated as a new life.

Creative strategy, campaign platform and full multichannel development for the National Alternative Employment & Livelihood Programme.

NAELP out-of-home national rollout — over 800,000 jobs available

The brief

Ask citizens to abandon a livelihood — and be heard as opportunity, not enforcement.

Government's halt of illegal mining protected Ghana's lands and water bodies — and left thousands of miners and the families who depend on them without income. The state needed its intervention heard not as enforcement, but as a credible route back to livelihood.

NAELP was established to provide alternative employment — over 800,000 jobs across mining, agriculture, forestry and allied fields — for former galamseyers, unemployed youth and communities affected by Operation Halt. The audience was sceptical, displaced and hard to reach.

Our move

We built the campaign on a human truth — and a promise in the audience's own language.

"I know the harm galamsey does — but it is my only means of providing for my family."

The answer was a rallying idea — NAELP is the route to financial freedom — carried by a Twi platform line: Abrabo Foforo, "a new life". Four audiences were addressed in their own registers: unemployed breadwinners, chiefs and stakeholders, the displaced, and at-risk youth. One key visual system ran across television and radio in English and Twi, a radio jingle, press and print, out-of-home, digital, an SMS/USSD information service, and stakeholder engagement. Every channel made the same promise, in the same voice.

800k+

Jobs communicated

Audience segments

10+

Channels, one platform

EN·Twi

Bilingual campaign

The work

Bus shelter, street level — "Get a job under the NAELP and enjoy financial freedom."

NAELP campaign key visual — The key visual system — one promise carried into every channel.

NAELP press placement — Press and print, part of the same multichannel platform.

Every channel, one voice

Announcer-van and fleet branding for community engagement, alongside TVC scripts, a radio drama and jingle (EN/Twi), Google display, an SMS/USSD service, town halls and influencer engagement — all making the same promise.

The result

When a state asks citizens to abandon a livelihood, communication is part of the policy itself. Abrabo Foforo carried the programme's promise — over 800,000 jobs — from the launch stage to the bus shelter and the community town hall, in the languages its audiences actually use, with dignity.