In a resounding victory for creativity and innovation, Ringier Ghana has emerged triumphant at the prestigious Pitcher Awards, clinching five coveted awards for its groundbreaking 'Mekakrawa' campaign in partnership with Prudential Life Insurance.

From May to September 2023, Ringier Ghana captivated audiences with an unforgettable campaign that combined humour, authenticity, and impactful storytelling to raise awareness and drive engagement.

The 'Mekakrawa' campaign was a collaborative endeavour between Ringier Ghana and Prudential Life Insurance, designed to revolutionise the insurance industry's approach to reaching and connecting with consumers. Mekakrawa insures the subscriber and one dependent against the loss of life due to natural and accidental death, a means to be protected on uncertain events for the future.

Through a series of innovative content initiatives, including comic skits, influencer partnerships, and multimedia storytelling, the campaign aimed to demystify insurance and empower Ghanaians to prioritise their financial well-being. From educating audiences about the importance of life insurance to debunking common myths and misconceptions, 'Mekakrawa' sparked conversations, ignited laughter, and left a lasting impact on viewers across the nation.

The esteemed jury members, drawn from across Africa and beyond, praised the high calibre of submissions this year. Their dedication and discernment ensured that only the most outstanding campaigns received recognition.

Ringier Ghana's groundbreaking 'Mekakrawa' campaign received widespread acclaim at the Pitcher Awards, securing five prestigious accolades that underscored its creativity, effectiveness, and cultural relevance:

• Silver - Use of Influencers and Brand Ambassadors: Recognizing the strategic integration of influencers and brand ambassadors to amplify the campaign's reach and engagement.

• Silver - Use of Media: Acknowledging the innovative use of multimedia platforms to deliver compelling and impactful content to target audiences.

• Bronze - Excellence in Media Execution: Commending the meticulous planning and execution of media strategies that drove awareness and engagement among diverse audience segments.

• Bronze - Entertainment: Comic Skits: Celebrating the comedic brilliance and entertainment value of the campaign's Bride Price skit, which captivated audiences and sparked meaningful conversations.

• Bronze - Excellence in Media Planning: Honouring the strategic foresight and precision in media planning that optimised the campaign's effectiveness and impact.

We were shortlisted for other categories like the “Use of Music” which was a proud recognition based on the composition of the song and how well it did in terms of streaming and downloads”.

Beyond the awards and accolades, the true measure of success lies in the profound impact that the 'Mekakrawa' campaign has had on our audience. From fostering greater awareness and understanding of insurance to inspiring meaningful conversations about financial planning and security, 'Mekakrawa' has left an indelible mark on the hearts and minds of Ghanaians nationwide.

As we bask in the glow of our victories, we remain committed to pushing the boundaries of creativity, innovation, and excellence in all our endeavours. With the unwavering support of our partners, clients, and audience, we are poised to continue shaping the future of media, marketing, and storytelling in Ghana and beyond.

Join us as we celebrate the success of the 'Mekakrawa' campaign and embark on a new chapter of inspiration, impact, and achievement. Together, we will create moments of magic, ignite conversations, and redefine what is possible in the ever-evolving landscape of media and marketing.

The recognition received at the Pitcher Awards 2024 is a testament to Ringier Ghana's dedication to excellence and its unwavering commitment to creating impactful campaigns that resonate with audiences. As the company continues to innovate and evolve, it remains at the forefront of the advertising industry, driving positive change and shaping the future of media in Ghana.