SC Johnson, a multinational household products company headquartered in the USA, and with a long presence in Ghana, has launched the Raid for More campaign and initiative.
SC Johnson, makers of Raid insecticide spray and other products, also announced that it shall be collaborating with innovation giants mPedigree, as their solutions provider, in the rollout of the exciting new campaign this week with the main aim of fighting the scourge of malaria in Ghana over the course of the year.
The Raid for more campaign, organisers say, shall drum home the benefits of preventive methods of fighting malaria, and create an awareness among Ghanaians that goes beyond the usual emphasis on curative approaches to fighting the disease.
The nationwide campaign, which was launched under the patronage of the Asantehene on Friday at the Ancient Asanteman Palace grounds in the bustling Adum central business district of Kumasi, the capital of the Ashanti Region, promises amazing prizes including a Hyundai Sedan vehicle for lucky winners.
Thousands of people, especially women and children die in Ghana due to malaria with over $800 million lost to the outbreak of the disease every year.
Head of Corporate Services at mPedigree, Eugene Boadu, told Myjoyonline.com that "highlighting prevention in Ghana's anti-malaria efforts using innovative technology and rewards for consumers is an exercise of profound importance."
Studies show that 3.5 million Ghanaians stop contributing to the social, political and economic life of this country for many weeks every year because of malaria. In fact, outpatient cases of malaria are in the region of 12 million incidents a year.
SC Johnson is no stranger to such innovative schemes.
In 2012, it launched the WOW program in Ghana on a pilot basis. The initiative supported low income families to pool their resources and with the support of the company’s representatives set up hygiene clubs with preferential access to cleaning, sanitation, and disease prevention products. The Raid for More initiative, according to the company’s senior managers, take these programs to another level of sophistication using world-class technology from mPedigree.
SC Johnson has deployed mPedigree’s Goldkeys and Acodion technologies on millions of packs of RAID products to enable the company and its partners to reach out to millions of Ghanaians who patronize the products. The technology is accessed by scratching a label on the Raid package and sending the revealed code by SMS to multiple networks. This registers the user in the campaign, and they can now start accessing useful malaria related content as well as win impressive prizes, including the grand prize of a saloon car.
According to Mr. Boadu, the Raid product, once bought will not only be used to kill and repel mosquitoes and other disease-causing insects but it will also open the channel for interested consumers to tap preventive tips that will educate them on how to fight malaria before it strikes.
As an added advantage, the unique codes on the scratch labels applied to the packaging of Raid, also serve as a kind of warranty for customers to verify the quality-source of the product through mPedigree’s Goldkeys and Acodion platforms, and to report any suspicious issues encountered when buying or using the product.
Monthly draws will seek to reward consumers who register for the Raid for More Campaign by texting the label code to the shortcode printed on the Raid insecticide pack.
Furthermore, retail agents who promote the dissemination of the information also stand to win instant airtime valid on all major telecom networks in Ghana.
This new approach by the likes of SC Johnson to ‘corporate social responsibility’ blends social marketing with public outreach and consumer engagement, and appears to represent a break from traditional ways of establishing brand presence.
Senior managers at SC Johnson believe that the best way to sustain contact with customers is to show in practical ways that they care about their customers, in this case about their health, transport and communication needs.
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