Flooding in Accra continues to pose a severe threat to life, property, and economic activity. Despite various discussions and interventions over the years, Ghana continues to experience recurrent floods, particularly during the rainy season.
One of the root causes is the inability of rainwater to find suitable drainage paths into water bodies due to human-induced blockages. Although technical and infrastructural solutions have been attempted, persistent flooding indicates the need for alternative and complementary strategies especially those rooted in behavior change and stakeholder engagement.

In this article, I argue for the deployment of targeted marketing approaches to help mitigate this recurring national issue. The following marketing-based strategies are proposed:
1. Social Marketing for Behavioral Change
It is widely acknowledged that human behavior significantly contributes to flooding in Ghana. Practices such as building on waterways, improper waste disposal, and neglecting drainage maintenance are prevalent. These are attitudinal issues that require sustained behavioral change. Social marketing—an approach that uses marketing principles to influence behavior for social good can be instrumental here.
Government agencies, particularly Metropolitan, Municipal, and District Assemblies (MMDAs), should collaborate with marketing professionals to design and implement behavior change communication campaigns. These campaigns should be evidence-based, culturally resonant, and targeted at both individual and community levels.
2. Proactive Stakeholder Engagement
Agencies such as the Ghana Meteorological Agency, NADMO, and the Ghana National Fire Service must adopt a more proactive approach. Rather than responding only after floods occur, these institutions should engage in regular public education, early warning dissemination, and community preparedness initiatives. This calls for improved funding and inter-agency coordination from the central government to support continuous stakeholder engagement and capacity building.
3. Sustainability Marketing Involving SMEs
Small and medium-sized enterprises (SMEs), including informal traders, are often among the worst affected by floods. These businesses must be mobilized to become part of the solution. Sustainability marketing campaigns—developed in partnership with business associations and local authorities—can promote practices that minimize environmental impact.
For instance, businesses can be encouraged to maintain clean surroundings, avoid obstructing drains, and participate in community clean-up initiatives. This aligns with broader corporate social responsibility (CSR) principles and enhances the resilience of local economies.
4. Incentives and Penalties to Encourage Compliance
Financial penalties for actions that contribute to flooding—such as littering and unauthorized construction—could be instituted and rigorously enforced. According to rational choice theory, individuals tend to make decisions based on a cost-benefit analysis.
The imposition of fines may act as a deterrent, motivating citizens to adopt flood-mitigating behaviors. Revenues generated from such fines could be allocated to local flood prevention programs and infrastructure maintenance.
Conclusion
The persistent flooding in Accra requires a shift from purely infrastructural solutions to an integrated approach that includes strategic marketing interventions. Through social marketing, stakeholder engagement, business participation, and appropriate regulatory mechanisms, Ghana can begin to address not only the physical but also the behavioral roots of flooding.
A multidisciplinary approach involving government, businesses, civil society, and marketing professionals will be essential in realizing this vision.
Author:
Dr. Ibn Kailan Abdul-Hamid
Head of Marketing Department
University of Professional Studies, Accra
ikabdul-hamid@upsamail.edu.gh