|USAID recently launched a media campaign with the following aims:
To activate a competitive retail LLIN market in the three southern regions of Ghana (Ashanti, Greater Accra, and Western).
To generate demand for commercially available LLINs among our primary and secondary audiences
Primary Audience: middle income families, living in urban, peri-urban, and rural areas, that have the ability to buy a net (i.e. have disposable income)
Secondary Audience: those outside the middle class, living in urban areas, who will be exposed to the generic advertisement
To ensure that target consumers, in the three focal regions, know about the availability of LLINs in retail shops and the benefits of purchasing and using them.
To access this media campaign, Researchlime through MMS was hired to carry out monthly mini-surveys (could be a dipstick) in Accra, Kumasi and Takoradi to measure the quality of exposure to the various ads (i.e. by tracking the percentage of the target audience that are exposed to radio, TV and social media campaign messages and how often those advertisements are viewed or heard based on consumer demographics. In total Researchlime team conducted 1800 interviews in Greater Accra, Kumasi and Takoradi