Dr. Frank Amoakohene, an NDC appointee in the Ashanti Region, is redefining political engagement through innovative communication strategies, particularly leveraging social media platforms like TikTok and Facebook Live to connect with youth. This approach, observed by political brand communication expert Ike Tandoh, offers a crucial playbook for all Ghanaian political parties as they prepare for the 2028 elections, shifting the focus from traditional authority to building accessible, trust-based relationships.
The New Political Currency: Preference Over Authority
For years, political leadership relied on established power-distance conventions and formal protocols. However, in the NPP’s stronghold of the Ashanti Region, Dr. Frank Amoakohene has reversed this model by applying principles of identity-based engagement, termed the I.D.E.M. framework.
The first principle, ‘Identify,’ centers on establishing a core trait. Dr. Amoakohene’s chosen word is ‘Accessible,’ aiming to be seen as approachable rather than distant. This is followed by ‘Audit,’ which involves reducing formal barriers while maintaining cultural fluency and a strong digital presence.
‘Express’ highlights communicating on platforms where young people congregate, such as TikTok, X, and Facebook Live. This strategy transforms policy discussions into engaging conversations, with recent social media posts, including a fashion show appearance, garnering significant organic reach and national attention.
Finally, ‘Manage’ focuses on building ’emotional equity’ through consistent, small interactions, fostering trust over time. This approach has successfully generated youth-led conversations in a historically different political region, demonstrating a fundamental shift in how political trust is cultivated.
The Communication Lesson: Overlooking New Platforms Misses the Point
Dr. Amoakohene’s visibility has led some commentators to label him a ‘social media minister,’ with others advising him to ‘focus on work, not dancing.’ However, from a strategic communication standpoint, this framing presents a significant risk.
According to the Brand Backlash Principle, dismissing new engagement methods can alienate younger audiences, making leadership appear disinterested or out-of-touch. Criticisms like ‘He’s unserious’ or ‘Governance isn’t TikTok’ illustrate this disconnect.
By 2026, young voters are not asking parties to avoid social media but are demanding meaningful engagement on these platforms. Ignoring a platform can inadvertently validate its use by critics and portray parties as disconnected from how the 18-35 demographic communicates.
The Ashanti Region, like all others, is evolving, and political strongholds now depend on presence and perceived value, not solely on tradition.
The Professional Alternative: A Strategy for Every Party
A political party’s primary goal should be to forge stronger bonds with citizens, not merely to diminish rivals’ influence. Offering superior value, rather than just responding to criticism, is key to neutralizing a viral brand.
Ike Tandoh recommends leaders adopt the I.D.E.M. response plan. The first step is identifying a core trait, such as ‘Accessible’ for Dr. Amoakohene. Parties must define their unique promise to young people – whether it’s ‘Competent,’ ‘Innovative,’ ‘Rooted,’ or ‘Future-Focused’ – and consistently embody it.
Developing a ‘Signature Asset’ is crucial. Dr. Amoakohene created the Ashanti Festival, a media-controlled platform. Other parties need their own spaces for ideas, such as youth-led job fairs, policy hackathons, or digital skills clinics, where their solutions gain traction.
‘Express Where Attention Lives’ means policy plans cannot remain confined to manifestos and press conferences. They need short explainer videos on Reels, interactive sessions on X Spaces, and campus forums, reaching audiences where they are.
The final element, ‘Manage the Long Game,’ emphasizes that influence must translate into tangible impact. Viral moments should be linked to visible value, such as aligning fashion show appearances with support for the creative industry or using TikTok Lives to provide updates on community projects.
A Note to All Sides: The 2028 Mandate
For Dr. Amoakohene, the lesson is to manage his energy and translate every view into tangible value for Ashanti, moving from affinity to legacy. He is reminded that youth trust is a ‘sacred loan.’ For the NPP, it is time to modernize engagement in Ashanti, as youth will gravitate towards leaders who show respect and offer solutions.
The NDC should examine Dr. Amoakohene’s model to empower more young appointees to innovate and communicate authentically. The broader lesson for all parties is the shift from ‘Broadcast Politics’ to ‘Broadband Politics.’
Dr. Amoakohene demonstrates that a Regional Minister can act as a Chief Influencing Officer by bypassing traditional media and creating their own platforms. The critical question shifts from how to respond to a rival to how to respond to the people.
In 2028, trust delivered through accessible, mobile-first communication will outperform tradition. Strategy, service, and storytelling are now vital foundations for political success.
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