In rural and remote areas, where most of the cocoa is grown and where the literacy rate is often low, radio is an important media to help sensitize the population, especially when the programmes are broadcast in local languages. Based on this observation, ICI co-financed a first set of radio programme in 2007, in close collaboration with the Ghana Cocoa Board (Cocobod) on 13 local stations over 9 weeks reaching 12 districts.

The total audience of the selected radio stations is 16 million.

According to Mr Barnett Quaicoo, Senior Research Officer, COCOBOD, results from the first phase of radio sensitization programme showed that 98 per cent awareness, understanding and interest was reached in the targeted areas.

The second phase of this radio programme started in November 2008, on 18 selected radio stations. This is a collaborative effort of Cocobod, the ICI and Cadbury to create a broad awareness of the issues from an authoritative source.