My Role
- Creative Direction
- Strategy
- Producing
- Writing
Credits
- Agency — Pulse Ghana
- Client — Prudential Life Insurance
Life insurance is one of the hardest categories to sell in Ghana — by UNDP estimates, roughly 70% of Ghanaians have no access to insurance at all. Most don’t see it as a priority, many can’t afford it, and almost nobody wants to sit with the thought of something bad happening to them. For its 175th anniversary, Prudential Life Insurance Ghana — a brand mostly known for high-end policies — needed to reach that untapped market directly: launching Mekakrawa (Twi for “widow’s mite”), an affordable new policy aimed at informal workers and Gen Z, while making the Prudential name itself more visible along the way.
Rather than lead with fear, the idea flipped the appeal entirely: instead of “buy insurance because something bad could happen,” the message became a simple, disarming comparison — “GHC3.00 can’t buy you gobe, but can protect your future with Mekakrawa. GHC45.00 can’t buy you a house, but can protect your future with Mekakrawa.” Affordable, specific, and genuinely funny, built to travel on its own. And before a single frame was shot, one more goal went up on the same whiteboard: win a Pitcher Award for it.
The campaign ran as a full 360 rollout across TV, radio, outdoor, and digital, fronted by four brand ambassadors with a combined 5.3 million followers: dance influencers Afronita and Official Starter for reach with Gen Z, comedian and actor Lil Win for mass appeal in the informal sector, and the veteran actor, Fred Amugi to hold credibility with an older audience. Billboards carrying the serialised headlines went up in five major cities, placed deliberately near market centres — where the target audience actually works — backed by ten nationwide activations and a wave of TVC and skit content built to trend on its own.
Here are links to the 3-part skit I wrote, produced and directed: Yaa & Prudence – Episode 1, Episode 2 and Episode 3(Pitcher Awards: Comic Skits – Shortlist)
Here is also a link to a skit I directed and produced, “Bride Price” (Pitcher Awards: Comic Skits – Bronze)
The Numbers
Unique Social Reach
Social Engagement
Media Mentions at Launch
Industry Awards (5 Pitcher 2024 + 3 Gong Gong 2025)