Client National Democratic Congress of Ghana
Brand NDC
Country Ghana
Scope of Services Integrated Election (2008) and Re-Election (2012) Campaign Positioning, Branding and Activation.
Year 2008 and 2012
Brief After two terms in the opposition, the NDC appointed Brand Leadership to develop and implement an integrated campaign strategy and campaign to challenge the ruling party National Patriotic Party.
Approach Brand Leadership facilitated a comprehensive national voter research, developed the overarching campaign theme (Better Ghana) and activation (including advertising, social media, door-to-door, etc), the launch of the campaign and the manifesto, and media training for the key spokespersons and campaign leadership.
Results Professor Atta Mills elected President of the Republic of Ghana in 2008 by 0.3% in a run-off. In 2012, following the unexpected death of President Mills 4 months ahead of the re-election campaign, and a new campaign with for the interim president, John Mahama, was elected President of Ghana in 2012 by 51%.

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