Case Studies

In partnership with the African Union, the United Nations Centre for Trade and Development (UNCTAD) developed a Trade Barriers tool to enable African businesses to report trade barriers and facilitate their elimination.

To promote the increased usage of this tool, UNCTAD launched a pilot campaign in Togo aimed at Medium, Small and Micro-sized traders exporting goods across the continent but required communications support to increase awareness around the tool.

We employed a multi-channel marketing approach relevant to the audiences in Togo. These included:

• Content development.
• Media engagement for the UNCTAD representatives.
• Community engagement for the UNCTAD representatives.
• Education for the primary users (truck drivers, clearing agents, Customs / Police at borders).

The post-action analysis by UNCTAD revealed an increase in the use of the platform.