Advertising Association calls for peaceful messages ahead of December polls

The Advertising Association of Ghana (AAG) has launched a campaign to promote peace as the country heads towards the general election. 

It is targeted at media outlets, member agencies and the entire public to take action and share messages that only promote peace, particularly in the build-up to the December polls, which is 34 days from today.

Dubbed: “SPEAK PEACE”, it features catchy phrases, pictures, graphics and video commercials for billboards and print media, for television and digital platforms and voice-over adverts for radio to be published nationwide.

These materials will preach the benefits of peace, tranquillity and stability while sensitising the people to the horrors and adverse effects of fake news, hate speech, false information and disinformation.

The media launch, held in Accra last Thursday, brought together various actors and stakeholders in the political economy, including the National Peace Council. 

Peaceful elections

At the event, the President of the AAG, Andrew Ackah, said although the country had been praised for its unwavering commitment to democracy, peace and unity on the continent, peaceful elections could not be taken for granted as it required intentional effort, mutual respect and a dedication to a fair process.

Therefore, he said as the political season heated up and political emotions rose across the country among followers of the political parties and various candidates, there was a need to inject some level of calmness across  to create public consciousness about the need to speak peace to one another.

“The AAG is working closely with key stakeholders, including the National Peace Council, civil society organisations, media partners, and community leaders, to amplify messages of peace through our privileged media platforms across the country,” he added.

Mr Ackah explained that through collaboration with the media and the listed organisations, his outfit could touch every corner of the country and inspire positive behaviour, speeches and conversations that would make the general election a success.

“Our commitment goes beyond just voting; it extends to the kind of society we want to create for our children. We implore all media houses, advertisers, and every Ghanaian and anyone living in this beautiful country to join us in this effort.

“Let us use our influence, our platforms and our voices to call for peace, unity and respect for each other throughout this election season and beyond,” he added. 

Advertising bill

Mr Ackah also used the opportunity to advocate the passage of an advertising bill, which was yet to be considered by Parliament.

He explained that not only would such legislation regulate the creation, display and content of advertisements to ensure that they were in line with ethical practices, societal values, and consumer protection laws, but it would also give the association the teeth it needed to bite.

“It is the only way to clean our streets and our cities and all the false advertisements on television because there are repercussions and some are quite criminal.

The AAG President, however, noted that in the meantime, any member of the association who breached the ethical standards and rules of engagement of advertising would face a disciplinary committee and be duly punished per the guidelines of the AAG if found guilty.