Zambia Elections
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The Challenge
President Levy Mwanawasa died unexpectedly and a snap election was called. Vice-President Banda decided to contest the election. Planning time was minimal but the objectives clear; raise the profile of the Vice-President (title was largely ceremonial and very much in the background) and convince the electorate that he was the natural successor to the late President.
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The Big Idea
Put in place a five person team on the ground in Lusaka for the eight week campaign. Identify the issues by conducting Zambia’s first ever national political opinion poll. The client was found to be running neck and neck with his main opponent. We could now prove to Rupiah Banda that he was in with a real chance. Conduct a disciplined campaign using a key messages grid based on poll findings and run an advertising campaign to educate Zambians about Mr Banda’s positive attributes.
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Mobilisation
Our task was huge: we had to set up a working office at short notice and persuade the 12 million people of Zambia that the relatively unknown Rupiah Banda was the best man to be President. The press was hostile – supporting the opposition. We had little recourse to the by-line articles or positive editorials usually enjoyed by campaign managers. The candidate’s party was not equipped to run a short-notice campaign so resources were limited.
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The Result
A National poll had never been conducted in Zambia, but we insisted upon it, producing a wealth of useful data. Finally, after four weeks of traditional campaigning the client handed control of the campaign to us. After an intense three week messaging and media blitz, Rupiah Banda was voted in as President of Zambia and we forged a unique relationship with the country.
