A disruptive anticorruption advertising campaign has been launched by the Commission on Human Rights and Administrative Justice (CHRAJ) and Penplusbytes at the start of the week-long anticorruption conference at La Palm Hotel in Accra. The campaign aims to strip corruption of its socially-accepted status and aspirational appeal by getting Ghana to see it in the same light as rape, murder and armed robbery.
Speaking about the campaign, Rev Quayson, the deputy Commissioner of CHRAJ noted that “It’s so unfortunate, but the fact is, corruption has now become a norm in Ghana. People freely talk about their corrupt intentions and are rather cheered by their friends and described as ‘sharp’ or ‘smart’. The Commission is committed to changing this.”
The campaign actually started a week ago with an ‘anonymously leaked’ video of a certain ‘Teacher Bismark’ admonishing his primary school students to chop Ghana’s money when they are older. It was revealed at the end of the video that it was staged and prompted viewers to consider what their lifestyles are teaching children. The video went viral, with many Ghanaians sharing their anger at the thought of such a thing happening. This was all planned.
At the launch, Jerry Sam, Project Director at Penplusbytes urged Ghanaians to channel all rage and anger into fighting corruption by taking the anti-corruption pledge and sharing the message with their family and friends. Anyone can take the pledge at .
Shedding some more light on the campaign, Benjamin Anyan Creative Director of Now Available Africa, the advertising agency that executed the campaign said “We built this idea on a strong insight that; at the heart corruption is selfishness and a desire to live comfortably and present an image of success at all cost. So we crafted a campaign that attacked that image attained corruptly. If all of Ghana saw and treated corruption like rape,murder and the worst social vices, then people in the position to be corrupt will think more carefully and be less willing to resort to corrupt means to fuel a lifestyle. We have very compelling TV, radio and social media ads to help drive home the message. Look out for them.”
Another interesting feature of the campaign is how it gives everyone the chance to anonymously report any act of corruption through the ‘whistleblower function’ of the campaign website. CHRAJ is committed to investigating and prosecuting any culprit found to be guilty as a result of a tip-off. The campaign is targeting 50,000 pledges and anyone can take the pledge at and join the conversation or join the conversation on Social Media using #GhanaSaysNo.