Aha Ye De Campaign Overview

Johns Hopkins Center for Communication Programs

As part of the GoodLife campaign, in June 2011 BCS and ProMPT, in partnership with the National Malaria Control Programme and the Ghana Health Service, launched the new “Aha ye de” malaria campaign. “Aha ye de” means “It’s Good Here” in Twi, one of Ghana’s national languages.

The main behavioral objectives of this campaign are to increase ITN use, improve health seeking behaviors and adherence to ACTs, and increase uptake and adherence to IPTp. The intermediate cross cutting objectives based on the parallel process theory includes increasing the threat perception of malaria while increasing benefit perception of interventions and improved social norms. This campaign also aims to expand the desirability of the ITNs as a lifestyle product, as well as a health product.

Project materials here.