- Client: Ministry of Natural Resources
- Nature of Assignment: Illegal gold miners are wreaking havoc on the nation’s human and natural resources. Government’s efforts at uprooting the canker got a boost when we were contracted to launch an integrated audio-visual mass messaging campaign over a six week period nationwide. Billboards lasted over 6 months.
The project was to achieve the following goals:
- Demonstrate the ugly side of Galamsey and its impact on the environment
- Unpack the heavy toll of Galamsey on the wellbeing of Ghanaians
- Impassion ordinary Ghanaians to actively support the anti-illegal mining crusade
iii. Project Deliverables and Impacts:
- 25 Minute TV documentary with shorter cutaways to achieve frequency on television and radio
- 60 secs Radio commercials (English and Vernacular)
- 60 secs cut away TV Adverts (English and vernacular)
- Over 800 Ghanaians in endemic communities called into our dedicated hotline, pinpointing flashpoints more accurately and thus enabled the Government Task Force to directly intervene. Numerous other helpful comments came via new media channels with many either offering to volunteer in uprooting the menace of Galamsey or simply applauding the beauty and timeliness of the campaign. In addition to clamping down on expatriate illegal miners and achieving broader mass awareness of the problem, there has been a positive shift in the burden of fighting illegal mining as a one-sided State responsibility to a more collaborative venture involving members of affected communities.
