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Learn how we use evidence-based behaviour change campaigns to improve and save lives in low-income countries.
Learn about how DMI brings together two different worlds: demonstrable scientific practice and creative storytelling.
Location Labour rights
In Ghana, as in other cocoa-growing countries, certain recruitment and labour practices are harmful to workers. For Kokoo (“cocoa” in Twi), we are working with the International Cocoa Initiative to produce a series of audio and visual content to enable workers to identify exploitative labour practices and know how to access support.
Ghana
Labour rights – promoting fair recruitment and labour practices in cocoa-growing regions.
3 x 1-minute radio spots and 2 x short live–action films.
March 2024-July 2024
Science
Research shows that the key patterns of exploitation taking place in cocoa-growing regions are (1) underpaying of workers, (2) requiring additional unpaid labour, and (3) lending money to workers and charging high interests on their debts. Building on ICI’s expertise in this area, DMI is conducting further research to help define priority messages to ensure that our campaign has the greatest impact possible.
Stories
We are collaborating with a team of talented Ghanaian creatives based in Accra, including an award-winning director who has vast experience producing and directing content throughout Ghana. Her Ghanaian production team also holds a wealth of experience and will bring in-depth contextual understanding to campaign outputs, ensuring resonance with target audiences.
Our outputs will enable workers to identify exploitative labour practices and know how to access support. Campaign messages will focus on the key forms of exploitation, as well as raising awareness of national grievance mechanisms open to those impacted by labour rights violations. Each live-action film will focus on one form of support and redress: the first will raise awareness about a national helpline for workers, and the second will focus on the Community Labour Protection Committee (CLPC) and how they support workers.
Saturation
The film and radio spots will be distributed by community agents managed by ICI in targeted cocoa-growing and/or gold-mining regions. DMI will also provide recommendations on how best to further disseminate the campaign outputs, based on our extensive experience in delivering impactful media campaigns.
This activity is carried out by the International Cocoa Initiative (ICI) and is part of a project funded by the Norwegian Agency for Development Cooperation (Norad).