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Email
info@digicraftgh.com.gh -
Phone
+233 302 307 304 -
Address
6th Close, King Solomon Junction, Dansoman – Accra
WORLD BANK
CHOOSE LIFE OVER TRASH
OVERVIEW
Plastic waste pollution in Ghana has reached critical levels, impacting health, livelihoods, and the environment. Many communities rely heavily on single-use plastics and improper disposal methods, such as burning or burying waste. The objective was to raise awareness, shift behaviours, and promote practical solutions to reduce plastic pollution.
WHAT WE DID
We launched the “Choose Life Over Trash” campaign to educate and empower Ghanaians to adopt sustainable waste practices through the Three Easy ways: Reduce, Reuse, and Recycle.
- Core Messaging: Simple and actionable steps to highlight the benefits of reducing plastic usage, reusing items, and recycling waste.
- Awareness Phase: Educated the public on the environmental and health impacts of plastic pollution.
- Engagement Phase: Inspired individuals to participate in clean-up initiatives and adopt reusable alternatives.
- Affinity Phase: Empowered communities to take ownership of solutions and shared success stories.
OUR APPROACH
We combined emotional storytelling and practical education to drive behaviour change. Campaign visuals and messaging emphasised how individual actions can save lives, homes, and the environment, turning the focus from problems to solutions.
Activities Included:
- Multi-Channel Communication: TV, radio, social media, and on-ground activations to ensure broad reach.
- Creative Content: Videos, radio skits, and success story documentaries featuring relatable characters like mothers, market traders, and fishermen.
THE RESULTS
Improved public awareness of the dangers of plastic waste and practical solutions to address it.
Increased community participation in reducing, reusing, and recycling plastic.
High engagement through digital activations like #ChooseLifeOverTrash and social media ads
Enhanced visibility and trust in the campaign’s message, driving behaviour change at household and community levels.