Dr. Samuel Akonga, an aspiring communications officer of the New Patriotic Party (NPP), says the party must urgently reconnect with young voters or risk losing political relevance in future elections.
Speaking on Dreamz FM, Dr Akonga said Ghana’s changing demographics mean the youth, particularly Generation Z, now play a decisive role in elections.
“About 65% of Ghana’s population is youth. If you don’t engage them, you lose elections,” he said, referencing demographic trends.
He argued that the NPP has struggled to communicate its policies effectively to younger voters, despite flagship programs such as free senior high school.
“The Gen Zs are not fully on board because we haven’t been able to communicate directly with them or involve them in policy discussions,” he said.
Dr Akonga proposed a strategy focused on grassroots communication, training constituency-level communicators, and leveraging social media to reach younger audiences.
He said winning over youth voters could influence broader electoral outcomes, as young people often shape household voting decisions.
“When you win the youth, they influence their parents. That is where the real battle is,” he added.
Dr Akonga also stressed the need for innovation within the party’s communication structure, calling for “pragmatic and novel ideas” to energize supporters.
Meanwhile, callers on the program expressed mixed views about governance and economic conditions, with some praising current policies and others criticizing issues such as unpaid salaries and healthcare challenges.
Dr Akonga maintained that political parties must remain responsive to public concerns and communicate clearly to maintain trust.
“We must ensure our policies are understood at the grassroots level. That is the only way to rebuild confidence,” he said.
