Repositioning for Visibility and Growth

PPAG, since its inception continues to deliver SRHR information and services to Ghanaians, especially young people. Nonetheless, some of this information and services have yielded instances of stigmatization from sections of the public towards PPAG and its brand.

These negative perceptions and stigmatization continue to affect client flow to our facilities as reported from WAHO-supported facility assessments organized across PPAG facilities in the country. Thus, this inextricably affects the overall public health mandate and image of the organization. In our quest to activate a brand that appeals to a greater number of people, key partnerships with Ghana’s media have not been considered, which leads to inappropriate media reportage due to inadequate appreciation of SRHR issues by key media persons.

The project will ensure the development of a brand that is reflective of PPAG’s mandate. The repositioning will focus on internal process and system set-up including developing a communications plan which will feature a media engagement plan and strategy, capacity building and adherence to the organizations communication guide, marketing and brand guide. 

It will adopt forming strategic partnerships and leveraging digital media to reach out to the target group. Last but not least. The project will focus on influencing the SRHR narrative in the media to ensure accuracy in reportage, decrease in sensationalism and the use of right terminologies in reporting.