MEDIA PLAN FOR TEENAGE PREGNANCY AT CHORKOR CHEMUNAA

BACKGROUND STUDY OF THE PLAN

 Teenage pregnancy is when a teenage girl between the ages of twelve and nineteen or adolescents gets pregnant. The rate of teenage pregnancy in Ghana is high among all birth registered in the country. According to the 2010 Population and Housing Census, adolescents represent 22.4% of the total population. However, of all birth registered in the country in 2014, 30% were by adolescents – out of which 14% were between the ages of fifteen and nineteen years
.

Statistics by the Ministry of Gender, Children and Social Protection for 2015 shows that Greater Region recorded a total of 10,411 teenage pregnancies, 211 were between were between ten to fourteen years, whiles 10,192 were between fifteen to nineteen years.

Some of the reasons identified as the causes of teenage pregnancy include curiosity on the part of teenagers’ lack of sex education, poverty, peer pressure just to mention a few. The effects of this situation lead to early parent, school drop outs and sometimes death.

SITUATIONAL ANALYSIS

For the purpose of this study, we are concentrating on the high rate of teenage pregnancy in Chorkor Chemunaa, a fishing community in the Ablekuma South Constituency of the Greater Accra Region. With an adolescent population of about 2000, 1,200 are already teenage parents, representing 60% of the adolescents.

50% out of these teenage parents who are mostly between the ages of twelve and nineteen are already school drop-outs. The teenage fathers have resorted to fishing whiles others are into deviant activities such as stealing, smoking and gambling. The teenage mothers on the other hand have become fish-mongers and others are into menial jobs. A few of them are also into prostitution in order to make ends meet. This has brought about hardship and poverty in the community.

The children born out of teenage pregnancy are equally not in school. Some are engaged in child-labour such as mending and pulling of fishing nets.

  MARKETING OBJECTIVE

1. To reduce teenage pregnancy among adolescents at Chorkor Chemunaa between the ages of 12-19 from 60% to 20% within a year.
2. To educate teenagers at Chorkor Chemunaa about the need to abstain from early sex.
3. To sensitize teenagers on the implications of getting pregnant at an early age.

ADVERTISING OBJECTIVE

To create awareness about, the negative implications of teenage pregnancy, among teenagers at Chorkor  Chemunaa between the ages of 12-19 by 40% within a year.

MEDIA OBJECTIVE

 To educate 40% of teenagers between the ages of 12-19, on the negative implications of teenage pregnancy by using broadcast and print. This will be done within a year.

MEDIA STRATEGY

Based on the increasing nature of teenage pregnancy at our target population, TV and radio under broadcast a primary medium and posters under print a secondary medium will be used to achieve our objectives.

In addition, the advert will be aired on specific networks during the telecast of specific programs based on the percentage of viewership and listenership of the programs.

PRIMARY MEDIUM (BROADCAST)

TELEVISION

TV NETWORKS	PROGRAM	PERCENTAGE
United television (UTV)	Passion & Power	60%
TV3	Chorkor Trotro	40%

ADVANTAGES OF TV

1. High reach

2. Continuity

3. Makes use of sound and motion

DISADVANTAGES

1. High cost

2. The advertiser has less control over advert

3. Commercials may get lost quickly

RADIO

STATION	PROGRAM	PERCENTAGE
Peace FM	Ekwansobrebre	50%
Obonu FM	Drive Time	60%

ADVANTAGES OF RADIO

1. Reaches a large audience

2. Continuity

3. Makes use f sound

DISADVANTAGES

1. Expensive

2. Adverts may get old

SECONDARY MEDIUM (PRINT)
                                                                                                        POSTER FOR THE PROJECT

POSTERS

This will be used to simplify our objectives to make our target group understand the message easily. These posters will be posted at vantage points in the community to enable the target group get the message quickly and easily.

ADVANTAGES OF PRINT

1.      It appeals to all kinds of people.

2.      Adverts can be placed at short notice.

3.      It is relatively cheaper.

4.      Complete coverage.

DISADVANTAGES

1. They have a short life span.

2. People may read message hastily.

EVALUATION

In the evaluation process, pre-testing and post- testing analysis will be used.

Pre testing will be done by evaluating the impact of the media plan before it is presented to the client. This will be done by ensuring that, the media vehicles selected to send the message to the target audience are patronized by them and hence should be able to help us achieve our marketing objectives.

In addition, post-testing analysis will be done by checking on weekly basis, checking the affidavits sent by the media houses to confirm if indeed the advert was aired as schedule.