NAPO’s Communication Style Among Key Reasons for NPP’s 2024 Election Defeat – Report
Voters Cite Ineffective Messaging, Economic Hardship, and Leadership Concerns as Major Factors
- NAPO’s communication style was seen as ineffective in mobilizing youth support
- Economic hardship and unemployment fueled voter dissatisfaction with the government
- Perceptions of neglect and favoritism under Akufo-Addo’s leadership hurt the party’s image
The New Patriotic Party (NPP) in the Ashanti Region has released a report on its shocking defeat in the 2024 elections, with the communication style of running mate Dr. Matthew Opoku Prempeh (NAPO) emerging as a key factor.
Former Majority Leader Osei Kyei-Mensah-Bonsu stated that the investigative committee spent a month analyzing the reasons behind the party’s poor performance.
He explained that voters acknowledged NAPO’s potential to mobilize youth support, but they believed his communication style was ineffective, weakening the party’s campaign message. He stated that voters felt NAPO’s communication was not well managed. He added that communication was a broader issue, as voters also criticized the messaging of some other party leaders.
Speaking on Lawson TV/Radio’s Ghana Se Sen Morning Show, Kyei-Mensah-Bonsu further revealed that the delegate system of selecting party leaders was a major concern among the electorate. According to him, many voters felt sidelined in the decision-making process, insisting that “the delegates are not more important than us.”
He also noted that economic hardship played a significant role in the NPP’s defeat, as many voters blamed the government for worsening living conditions. Unemployment and rising costs of living fueled discontent, while allegations of corruption—though largely based on perception—were not effectively addressed, further damaging the party’s credibility.
On leadership concerns, Kyei-Mensah-Bonsu stated that the governance style of former President Akufo-Addo was another key issue. He said the perception that the government was controlled by Akufo-Addo’s family members created resentment. Additionally, many in the Ashanti Region—the party’s stronghold—felt neglected by the government.
“We introduced the Free SHS policy with the objective of enhancing youth education, ensuring that students could progress seamlessly to the university level. However, after completing their university education, many now lament their inability to secure employment,” he explained.
“Nursing trainees were provided allowances, as well as teacher trainees. Yet, after graduating, many have remained unemployed for one or even two years without being posted, leading to frustration and resentment. Consequently, the government, once seen as their benefactor, is now perceived as their adversary.”
“Similarly, the Agenda 111 hospital project, had it been completed earlier, could have provided significant employment opportunities for nurses. While the government had good intentions in initiating these hospitals, delays in their completion have only deepened dissatisfaction, turning the very healthcare workers it sought to support against it.”
According to Kyei-Mensah-Bonsu, internal party conflicts further contributed to the NPP’s defeat. He noted that some constituency executives felt abandoned after working hard for the party in 2016 but later withheld their support in 2020 and 2024 as a form of protest.
Despite these setbacks, Kyei-Mensah-Bonsu remains optimistic, stating that the NPP can regain voter trust if it takes corrective measures.
“Where it has reached, we have to open up,” he stressed.
