2019 Winners & Shortlists

Why is this work relevant for Integrated?

SKY GH is an anti-tobacco movement funded by Bill & Melinda Gates Foundation, with the aim of empowering teen girls by encouraging them to stay true to themselves, build confidence, follow their passions and develop necessary refusal skills to ward off negative peer influence especially in the area of smoking tobacco. Built using a fully integrated approach, Sky GH has over 100,000 followers across social media (Facebook, WhatsApp, Instagram, YouTube), 190,000 magazines distributed to date, over 33,000 girls in Accra signed up and participating, over 700,000 movie views, visited over 300 schools and over 50 communities in Accra.

Background

Statistics showed that the numbers of youth engaging in tobacco related activities was growing in Ghana especially amongst teenage girls. In a culture where 'smoking' is a taboo subject. The brief was to find a way to engage with teen girls on the subject that would help them develop necessary refusal skills to ward off negative peer influence especially in the area of smoking tobacco. The objectives were to build a movement that would empower teen girls by encouraging them to stay true to themselves, build confidence, follow their passions and strip the aspiration from smoking tobacco.

Describe the creative idea.

Rather than creating a direct anti-smoking campaign, we elevated the conversation by creating a cool lifestyle platform for teenage girls in Accra. We created a movement that targeted these girls by giving them a platform to feel free and express themselves. We gave them, confidence, a voice and a vehicle through which they can show who they are and in this way, we made them stay true to themselves.

Describe the strategy

The target for SKY GH are teenage girls between the ages of 13-17 that live in Accra, Ghana. bearing in mind that our target were millennials, our approach was to communicate in a way that cared about the things they cared about. We engaged them in fun loving ways including Online competitions, In-school activations, Radio shows, monthly free magazines with over 20,000 copies distributed per edition, video productions including Weekly Vlogs on YouTube, Movies (Sugar, Spice N Sauce 1&2), clubs in schools and BTL activations. Although fun in its flavour, at the heart of the communications, is the objective of stripping the aspiration from smoking tobacco.

Describe the execution.

During 2018 to date activities have included online competitions, In-school activations, radio shows, monthly free magazines with a minimum of 20,000 copies distributed per edition, video productions including weekly Vlogs on YouTube, Movies (Sugar, Spice N Sauce 1&2), clubs in schools, and BTL activations in communities and schools. Occasionally, the movement organizes vacation parties that bring over 3000 girls within Accra together. Aside this the girls look forward to receiving a host of Sky branded merchandise including note books, keyrings, base-ball caps, t-shirts, bags, pencils cases, sneakers and stickers. The movement enjoys the support of The Ghana Education Service and other religious groups which has allowed us smooth entry into both Junior and Senior High schools in Accra. Several influential female personalities with passions for empowering young girls have been involved, MzVee, Kokui Selormey, Adina, YaaYaa, Berla Mundi to name a few.

List the results.

190,000 Magazines Distributed from April 2017 till date Over 33,000 girls in Accra signed up to be a part of the movement Over 100,000 followers across social media (Facebook, WhatsApp, Instagram, YouTube) Over 700,000 movie views Visited over 300 schools and over 50 communities in Accra The movement has contributed significantly in building the confidence of teen girls by providing them the opportunity to take the lead and contribute to meaningful projects and activities like content co-production, emceeing, presenting, writing, acting and mentorship. There has been significant decrease in the positive perception of Shesha amongst the youth especially teen girls.