MUSE AFRICA (www.museafrica.com), a fast growing media brand targeting Ghanaian & African millennials with urban music, lifestyle & culture content via its dedicated TV blocks, online hub & social media and Oxfam in Ghana, an international civil society organisation, today announced a partnership to engage and encourage millennials to participate in the November General Elections. The MUSE P A R T I C I P A T E campaign is set to kick-off this month with dedicated digital media & mobile platforms. The non-partisan multi-layered social advocacy campaign will also be driven through music, a dedicated 5 episodes 1 hour a week TV Show, Muse meets & engagement events in some University campuses.
“We are proud to launch this innovative and timely social advocacy initiative,” said Co-founder/CEO of Muse Media Networks, Sadiq Abdulai Abu. “Participate affords us the opportunity to encourage youth involvement in the election process underscoring MUSE’s commitment to not only entertain millennials through compelling urban music & lifestyle content but also empowering and inspiring them to exercise their right and power. One of our objectives for this campaign is to basically bring a whole lot of cool to the electoral discussion in the country.
‘‘Our focus as Oxfam is to harness the potential of people power to drive and own their development. We are therefore excited by the opportunity to work with the youth as critical agents for social change and believe this collaboration with MUSE marks the beginning of a very exciting journey’’ – Sebastian Tiah, Country Director – Oxfam in Ghana.
P A R T I C I P A T E is a non-partisan multi-layered social advocacy campaign that seeks to engage the attention of young people between ages 18-34 years drawing on the star power of music, television, radio & events to present the general elections as COOL as it can be and make a compelling case for young people to act, to choose or lose out on choosing the leaders they believe in.
The campaign was created to tackle the challenge of LACK OF INTEREST IN ELECTORAL AFFAIRS, GOVERNANCE & POLITICS by young people in Ghana. PARTICIPATE is aimed at creating dedicated spaces for progressive engagement of the youth on issues of national importance that matter to them most and connect to the political process in ways that resonate with their worldview. The campaign was created & will be executed by UN+TE the youth marketing & experiential division of MUSE AFRICA.