about picking, flashing and hiding under the table
Door: Lieke Stoffelsma
As in many developing countries, traditional media continue to play a dominant role in Ghana. The use of computers and access to internet is very limited. In 2002, only 1,37 computers per 100 inhabitants were available and in 2009 only 4% of the population had internet at home (more info). However, the use of mobile phones in Ghana shows a different development. Ghana has exceeded the Millennium Development Goal (MDG) target of mobile phone penetration level, five years ahead of the 2015 deadline set by the United Nations. Mobile phone use is one of the highest growing communication sectors in Africa (more info) . Six mobile phone operators have to compete in the Ghanaian market which has a population of about 24 million and it is obvious that they will do anything to get new customers. One of the most striking marketing tools used in the country is the painting of people’s houses and walls in the colour of the telecom operators.
 |
| House painted in Vodafone Red |
Taking advantage of the poverty of Ghanaians by painting their houses is much cheaper than using official channels such as bill boards. For many Ghanaians the branding of their houses seems like a good deal; the painting of houses is done for free and people receive a small payment, depending on the visibility of the house. It is unclear how the distribution of painting works; sometimes half of the village houses are painted yellow (MTN) and the other half in red (Vodafone). The (sometimes illegal) branding of houses as it is done in Ghana has led to a public debate and in June 2010 the Minister of Communications has finally charged telecom operators to stop painting houses. Unfortunately, the marks left throughout the country are indelible for the coming decades.
