Obaatan Boafo - Ghana
In Ghana, consumer research indicated that women are seen as “in charge” when it comes to the kitchen. Additionally, Ghanaian women want kitchens that demonstrate their success and are therefore up-to-date, clean, and outfitted with modern appliances. Based on these insights, the Alliance developed a branded campaign, “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 radio ads, market demonstration events, interpersonal communication, and jingles (spots). The radio spots discussed the benefits of using improved cookstoves, clarified potential consumers’ concerns, and drove the audience to points of sale. The ads aired on 10 different stations, in three local languages, and included testimonials by key community leaders. The campaign also engaged a network of women’s group leaders who encouraged family and friends to purchase and use more efficient cookstoves in addition to driving potential consumers to market events. These events were conducted on peak market days and included dramatic skits and demonstrations by stove suppliers.