DDP MUST BE CALLED TO ORDER BY LA DADEKOTOKPON MUNICIPAL ASSEMBLY (LADMA) AND GHANA ADVERTISERS ASSOCIATION (GAA) I use the Circle-Nungua road atleast twice a day during the working days of the week. Right around the J.B Danquah roundabout (the roundabout with roads linking to Oxford street, Cantoment, Circle and Labadi), there are three (3) digital billboards positioned in a way to attract the attention of motorist. These digital billboards belong to one of the leading outdoor advertising agencies in Ghana; DDP Outdoor Advertising Agency. Digital billboard advertising is rare in Ghana. It is yet to generate effective roots in our advertising circles. As advertisers, it is our aim to find the most effective ways of reaching the highest number of audience possible as well as creating impact within the minds of these audience. However, this goal cannot/shouldnot be achieve by flouting the very laws/code of ethics of advertising within the country. Again, in an attempt to achieve the aforementioned goal, putting the audience (in this case motorist) at risk is should even be a thought let alone a consideration. Billboards surround us. We probably see hundreds of billboard ads every single week but remember just a handful. With outdoor advertising upping the stakes and becoming increasingly more competitive, it’s important to know how to make your advertising count. And I agree that is what DDP has been attempting to do. But that does not mean it must be done wrong. I was reading an article by Paul Suggett on his 6 rules of billboard advertising. Though I agreed without a shadow of doubt with all his 6 rules, I couldnt help but to outline Rule 2 in this piece to buttress my arhument even the more. The rule which says GET NOTICED, BUT DONT MAKE YOUR BILLBOARD A HUGE DISTRACTION. That is exactly what DDPs digital billboards situated around the Danquah circle roundabout are doing. They are becoming a huge distraction for motorist. DDPs digital billboards are aimed at drivers, bikers, cyclists or pedestrians due to the huge traffic around that lane. They want to get noticed, but they shouldnt be responsible for major, or even minor, accidents. The beam from the rays are too bright which creates multiple reflections anytime they hit the windscreen of cars. This causes some huge discomforts for drivers which may result in unforseen incidents. To the best of my knowledge, motorist who use that stretch of road have made complains to the authorities at La Dadekotokpon Municipal Assembly (LADMA). I wish to urge the GAA to call DPP to order as well as LADMA to bring down those billboards immediately. Human lives are more important than anything.
Posted on: Thu, 31 Jul 2014 07:26:03 +0000
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