Obaatan Boafo - Ghana
In Ghana, consumer research showed that women are seen as “in charge” when it comes to the kitchen, and want up-to-date, modern appliances and a clean kitchen to symbolize their success. Based on these insights, we developed a campaign around the concept of “Obaatan Boafo,” which means “Mother’s Helper” in the local Akan language. This tapped into the idea that with the right help (a new stove), a mother could make her cooking tasks less burdensome, provide a less smoky environment for herself and her family, and be seen as a successful woman.
Obaatan Boafo promoted the uptake of improved cookstoves through market demonstration events, interpersonal communication, radio ads and jingles. The radio ads, aired on 10 different stations in three local languages, featured messaging incorporating the idea of a stove as a “Mother’s Helper” and included testimonials by key community leaders. The spots discussed the benefits of using improved cookstoves clarified potential consumers’ concerns, and drove the audience to points of sale.
A network of women’s group leaders was also engaged to motivate family and friends to purchase and use cleaner and more efficient cookstoves and to drive potential consumers to the market events. The campaign’s market events were conducted on peak market days and included dramatic skits and demonstrations by stove suppliers. Women’s group members were present at the markets, to provide additional information about improved stoves and grow their advocacy network.