Sky Girls Ghana : Curbing Tobacco Use Among Ghanaian Teens / Dustin Smith, Venus Tawiah.

Format:

Book

Author/Creator:

Smith, Dustin, author.

Tawiah, Venus, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Strategic planning.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2025.

Summary:

SKY Girls Ghana is a marketing-oriented behavior change initiative aimed at improving public health. The parent program was originally started in Botswana, funded by the Bill and Melinda Gates Foundation. The stewards of the initiative looked for clients to spearhead the cause in other countries. Seeking to address the problem of teen tobacco consumption in Ghana, a marketing agency called Now Available Africa successfully pitched and received the contract to bring SKY to the Ghanaian market. Following extensive market research, the agency decided to target adolescent girls with a six-factor behavior change initiative meant to empower and equip them with skills to turn away from tobacco. This case provides information about SKY, its target demographic, the elements of behavior change, and the multiple methods the agency uses to engage with stakeholders and build a sense of community. Students will be asked to assess the current target demographic for SKY, its methods of communication, and to decide what (if any) future segments it should incorporate into its strategic plan.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781071973080

1071973088

OCLC:

1483993633