In the final stretch to December, the New Patriotic Party (NPP) must lean into an assertive communication strategy to secure a decisive victory. The key? A proactive showcase of their extensive achievements in infrastructure, education, and other critical sectors—achievements that many Ghanaians, like my wife, an educator, are only now learning about after the recent “Bawumia for Education” campaign event. This event, led by Dr. Yaw Osei Adutwum, Ghana’s Minister of Education, has opened eyes to the volume of work the NPP has accomplished, leaving many citizens impressed yet questioning why these milestones are only coming to light now.
The NPP’s primary communication challenge lies in amplifying their achievements rather than allowing the opposition to dominate the narrative. The party should consider creating detailed brochures, flyers, or even a “Blue Book” to systematically highlight the strides they’ve made in various sectors. Their track record, if packaged effectively, could resonate with a broader audience. This effort will require a strategic shift from a defensive stance against the National Democratic Congress (NDC) to an assertive campaign focused on delivering clear, accessible information.
However, communication about achievements alone may not suffice. The NPP also needs to address economic challenges brought on by the COVID-19 pandemic and the toll it has taken on Ghana’s economy. Although Ghana’s economic growth was soaring at 6.5% before the pandemic, growth plummeted to 0.4% in 2020. Since then, the government has successfully rebounded, reaching 5.1% growth in 2023. For the NPP to gain voter trust, Dr. Mahamudu Bawumia must candidly acknowledge the microeconomic struggles, situating them in the context of the pandemic’s global impact.
The NPP stands at a crossroads: by highlighting their accomplishments in education, infrastructure, and healthcare, they can reignite confidence in their ability to lead. Coupled with transparency around economic challenges, this approach may just be the winning combination for December.
