ADVERTISING MEDIA PLAN ASSIGNMENT

SITUATIONAL ANALYSIS

The people of La-Nkwantanang a suburb of Madina in the Greater Accra Region are faced with the phenomenon of having high increase in teenage pregnancies. According to statics from Ghana Health Service, the rate at which adolescents visit hospitals for antenatal cares that are between the ages of 10-14 years is 0.13% and that of adolescents between the ages of 15-19 is 6.2%.  The entire percentage total is 6.33% which is an alarming rate for any community. Being communicators, we intend to use the right media approach of discussing Adolescent Reproductive Health issues with both parents and adolescents in the community.

Thus the objective of this media plan is to ensure that the right mediums are used to ensure that rate drops to a percentage of 2%.

MEDIA OBJECTIVE

To create awareness about the dangers of teenage pregnancies and have the current rate of 6.33% dropped to 2% amongst adolescents living in the La-Nkwantanang community.

MEDIA STRATEGY

Following the fact media plays a major role in disseminating information across all boundaries. Thus for a community like La-Nkwantanang, a recommendation of outdoor media and use of broadcast media would be used.

·         BROADCAST MEDIA

For broadcast media, the usage of television, this will serve as a primary medium with high reach and awareness to target audience. The following Television networks are likely to viewed by target audience; GHOne, TV3, VISAT 1.  Airing of the adverts would be done during Prime time. Target audience are likely to be privy to the ads.

Also, information centers in the community will be employed. The information centers run for the early parts of the morning before rush hours and later in the evenings, thus the flow adolescent health information would be in bursts or in flights. These centers would be provided with Peer Educator, who will educate the community on the dangers of teenage pregnancies and the need for parents to always communicate with their children. This transmission would be done in the GA language which is the most spoken language in the community.

·                                                                                                                                                                        OUTDOOR MEDIA

Here, the use of posters would be used. Posters will be used because it has a broad reach and easily meets the target groups. During health clubs or community discussions, posters will be used to depict the need of communication between parents and their wards on issues concerning teenage pregnancies. Magazines would also be used to broaden the coverage area in the community.