Political Parties Learn Digital Playbook from Ashanti Minister
A political communication expert has outlined a digital strategy, the I.D.E.M. playbook, for Ghanaian political parties to better connect with young voters. The strategy, exemplified by Dr Frank Amoakohene's work in the Ashanti Region, emphasizes accessibility, engagement on new platforms, and building emotional equity.
Political parties in Ghana must adopt new strategies to connect with young voters. Dr Frank Amoakohene, a minister in the Ashanti Region, has shown a successful approach. He uses platforms like TikTok and Facebook to explain policies. This strategy is called the I.D.E.M. playbook.
Dr Amoakohene's approach focuses on accessibility. He reduces formal barriers and speaks where young people are. This includes TikTok Lives and Facebook videos. His recent fashion show post received over 483,000 likes. This shows how building trust through consistent engagement works.
Ghana's political landscape is changing. Young voters aged 18-35 are a significant bloc. They expect parties to engage meaningfully online. Ignoring new platforms can make parties seem out of touch. The Ashanti Region, historically loyal to the NPP, is showing this shift.
Ike Tandoh, a political brand communication expert, developed the I.D.E.M. framework. He notes that Dr Amoakohene's success is not just social media. It is about building political trust in new ways. This is especially important in regions with strong political traditions.
The I.D.E.M. playbook stands for Identify, Audit, Express, and Manage. Parties must identify their core trait in one word. Dr Amoakohene uses 'Accessible.' Then, they must audit formal barriers and maintain cultural relevance. Expressing messages on platforms where attention lives is key. Finally, managing the long game builds lasting influence.
Tandoh suggests parties develop their own signature assets. Dr Amoakohene created the Ashanti Festival. It combines governance, youth culture, and arts. Parties could create similar platforms like job fairs or policy hackathons. These spaces allow solutions to trend.
Expressing ideas on relevant platforms is crucial for 2028. Explaining plans for youth unemployment or arts in 60-second videos on Reels is effective. X Spaces with shadow ministers and campus forums also engage young people. Being on the feed means being in the conversation.
Managing the long game means ensuring viral moments deliver value. Runway walks should align with industry funding. TikTok Lives should show updates on community projects. Leaders must show follow-through, not just engagement. This builds political equity and trust.
Dr Amoakohene's method is a model for all parties. It moves beyond traditional political discourse. It focuses on building genuine connections. This is essential for securing a mandate in future elections.
The trend highlights the growing importance of digital engagement. It shows that political communication must adapt. Parties that ignore these new channels risk losing the youth vote.
The lessons are clear for the 2028 elections. Parties need a strategic digital presence. They must use interactive and cultural platforms. This will help them build trust and relevance with younger generations.
The success in the Ashanti Region demonstrates that political strategies must evolve. Digital fluency is no longer optional. It is a core requirement for political success.
Source: StatsGH — Ghana's data-driven news platform