Maximising impact of political paraphernalia for healthy election

In Ghana, political campaigns burst with energy and colour, thanks to rallies, speeches and a plethora of campaign paraphernalia ­— t-shirts, posters and branded vehicles. 

These items are more than just eye-catching accessories; they play a crucial role in engaging voters and influencing election results.

Major political parties, like the New Patriotic Party (NPP) and the National Democratic Congress (NDC), effectively use these materials to their advantage. 

Here’s how maximising the impact of political paraphernalia can lead to a more effective and healthier election process.

Visibility, loyalty 

The primary role of campaign paraphernalia is to boost the visibility of candidates and their parties. In a crowded electoral field, standing out is essential. Items such as posters, banners and branded vehicles ensure that a party remains prominent in the public's eye, making it easier for voters to remember them.

During the 2020 elections, the NPP’s blue, white and red colours were a familiar sight.

The NDC, too, utilised its green, white, red and black colours effectively.

Paraphernalia also helps in building a strong party identity and fostering loyalty among supporters. Wearing a party’s t-shirt or waving its flag creates a sense of belonging, turning casual supporters into committed advocates.

The NPP, for example, uses its elephant symbol on various items, from t-shirts to bumper stickers. This branding helps create unity and pride among supporters, especially during rallies and public events.

Conversely, the NDC leverages its historical achievements through its paraphernalia. By distributing items featuring slogans and images from past administrations, the party connects with long-time supporters and appeals to younger voters.

This strategy reinforces loyalty among older demographics and ties past successes to future promises.

Campaign items serve as a bridge to engage directly with voters. Distributing branded items provides an opportunity for party representatives to interact with voters, address their concerns and discuss policies.

Effective use of paraphernalia can also generate excitement and momentum. When supporters wear t-shirts, wave flags or use other branded items, it creates a sense of energy that can drive increased voter participation.

During the 2016 elections, the NPP’s “Change Now” campaign utilised paraphernalia to create a strong sense of urgency and excitement. The wide distribution of t-shirts, caps and other items featuring the campaign slogan helped build momentum and encourage greater voter engagement.

Similarly, the NDC uses paraphernalia to build excitement at rallies and events. Supporters waving flags and wearing party colours create a festive atmosphere that can inspire more people to join the campaign and support the party.

Campaign items are essential for communicating key messages. Slogans, symbols and images on t-shirts, posters and other materials help reinforce the party’s message and ensure it is consistently conveyed to the public.

The NPP’s “Four More for Nana” campaign in 2020 is a prime example. The party effectively used t-shirts, banners and posters with this slogan to promote their message of continuity and progress. This consistent visibility helped reinforce the argument that re-electing President Akufo-Addo would lead to continued development.

The NDC also used paraphernalia to communicate its “Rescue Mission” slogan during the 2020 campaign. Items featuring this slogan helped convey the party’s promise to address national challenges and provide better governance, reinforcing key themes and promises. 

Challenges, criticisms 

Despite their advantages, campaign paraphernalia comes with challenges and criticisms. One major concern is their environmental impact. Many posters and other items often end up as litter, contributing to pollution.

Another issue is the disparity in resources. Wealthier parties can produce and distribute more paraphernalia, giving them an advantage over smaller parties and independent candidates. This imbalance can make the election process less fair.

There’s also a risk that an excessive focus on paraphernalia might overshadow substantive policy discussions. When campaigns prioritise visual impact over policy substance, voters may be influenced more by appearances than by the actual platforms and proposals of the parties.

In Ghana, campaign paraphernalia plays a vital role in political campaigns. By maximising its impact, parties can enhance visibility, build strong identities, engage directly with voters and create excitement.

The NPP and NDC demonstrate how effectively using these materials can lead to compelling campaigns that capture the public’s attention. However, balancing the use of paraphernalia with meaningful policy discussions is crucial to ensure that voters are well-informed.

As Ghana’s political scene continues to evolve, the strategic use of campaign items will remain a key factor in shaping successful and healthy elections.

The writer is a communications & transmedia storyteller.
E-mail: sirodenkey@gmail.com