Ghana Grows
Mastercard FoundationBranding and social media management
A perception change programme for the Agric and ATVET sector.
Challenge:
Change the Ghanaian youth's negative perception of agriculture by creating awareness through a nationwide sensitization campaign on the sector's viability and the limitless job and career opportunities along the value chain.
Insight:
The average Ghanaian youth seeks instant gratification and thinks that achieving success in life through agriculture takes a long time, not realizing that following due process leads to progress.
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Idea:
Let the youth understand that 'process is progress' by showcasing how every step in agriculture pays through the extended value chain.
