Paulo Gomes Campaign

 

 

THE CLIENT:

PAULO GOMES Presidential Campaign

 

THE TASK:

  • Position Paulo Gomes as a strong and credible candidate for the presidency in Guinea Bissau.

 

THE CONCEPT:

  • Guinea Bissau as a country had for a long time been on a downward spiral due to a number of issues: poor governance by its leadership, recurrent coup-d’états, corruption in public office and the illegal narcotics trade.
  • Paulo Gomes, a former Executive Director of the World Bank then decided to help his country to make a turn in the right direction. He vied for the top office as an independent candidate as a sign of a clean start and since most of the existing parties and their leadership were tainted anyway. It was a time for Guinea Bissau to start on a new slate.


THE OUTCOMES:

  • The independent candidate garnered 65,490 votes which represents 10.40% of all votes cast in the election and emerged 3rd overall in a contest that brought together 13 contestants.
  • Previously a technocrat and new to politics, the campaign succeeded in building the candidate’s notoriety in Guinea Bissau’s political scene, established his following online and offline and raised his profile to that of the 3rd best person capable of running the state.
  • The campaign had a compelling brand that stands out and its messages went in the print materials: more than 30,000 copies of the manifesto, about 40,000 posters and flyers and more than 10,000 t-shirts.
  • The campaign also positioned the candidate using 50 billboard sized banners placed in strategic locations like markets and town-centers.
  • A campaign video, newsletter and website were also developed and used to position the candidate and campaign messages online and a Facebook Page was set up as a platform for engaging with the campaign’s followers and sharing with them updates from the campaign events.
  • 3 meetings were organized in Lisbon, Paris and Dakar for the candidate to meet with citizens in the diaspora. In Senegal, at least 1,200 from various parts of Senegal turned up for the Dakar event.
  • At least 200 volunteers were identified, trained and engaged to support the campaign’s door-to-door campaign in the capital Bissau and other regions of the country.
  • The campaign also organized and held campaign rallies in the regions and remote locations to meet and share the campaign agenda with the youth, women, artists and the elderly during the 21 days of campaigning.

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