Alcohol abuse is on the rise among the youth and this led to many heart disease such as high blood pressure, heart failure and stroke.
Counter advertising occurred when the ad is created to target and opposed the message of another advertisement. Alcohol counter advertising uses marketing tactics such as messages, images and warning labels to refute pro-substance and increase pro health influences and messages.
Pro Health Foundation seeks to create awareness on the effect of alcohol consumption among the youth. We also seek to educate youth on the potential negative consequences of alcohol abuse or use.
Studies have shown advertisement exposure to be associated with alcohol consumption and adverse consequences related to harmful drinking behaviours.
Drinking alcohol is associated with a risk of developing health problems such as mental and behavioural disorders, including alcohol dependence, major noncommunicable disease such as liver cirrhosis, cancer and cardiovascular disease.
Studies sheoe that, associated with more than 200 types of disease and injuries, alcohol is linked with 3.3 million deaths around the world every year.
The WHO global strategy to reduce the harmful use of alcohol seeks to improve the health and social outcomes for individuals, families, and communities, with considerably reduced morbidity and mortality due to harmful use of alcohol and their ensuing social consequences.
It is also envisaged that this global strategy will promote and support local l, regional and global actions to prevent and reduce the harmful use of alcohol.
PRO HEALTH FOUNDATION will divide measures to create awareness on the dangers of alcohol advertising and this will be done through yeh use of animation. The animation video will show ways in which alcohol consumption affects the heart and what becomes of the heart after alcohol consumption.
As an NGO that is keen on promoting the good health status of the youth in Ghana, we have embarked on a campaign to say no to alcohol consumption and also counter-advertise the excessive consumption of alcohol and it’s effect on human health, most especially the heart.
In our objectives as an organisation, we want to ensure that by December 2026, our campaign will achieve a 20% reduction of alcohol intake among the youth from the current figure of 41%.
We also want to ensure that by December 2028, the number if heart related disease rising from alcohol intake is reduced by 30%.
Pro Health Foundation will employ the use of animation to create this publicity which will be in th a form of shockvertising. The message in the animation will use horror to depict the damaging effect alcohol has on our heart and on our body as a whole.
This publicity will be done on the organizations Instagram, Twitter and Facebook platform and also some selected media channels such as Peace Fm, CitiFm, TV3 to convey the message on the dangers of excessive alcohol consumption on the human heart.
With regards to the field experience for this campaign. The group had a brainstorming session to help develop questions for the questionnaire to be used. The questions seeks to know the reason people consume alcohol and what effect they think alcohol may have on their heart.
A sub group of four was created for the distribution of questionnaire to some parts of Accra. The data collected from the questionnaire helped us in developing our campaign objectives and scripts for the animation as well.
BERNICE BONSI
BACS21963
PRO HEALTH FOUNDATION 