PROMOTING CORPORATE SOCIAL RESPONSIBILITY VIA TELEVISION CONTENT: A STUDY OF VODAFONE HEALTHLINE TV SHOW

ABSTRACT 

This study sought to investigate how television content is used to promote CSR in Ghana, using Vodafone Healthline television show as a case for detailed investigation. The Vodafone Healthline television show is a flagship television show produced and sponsored by the Vodafone Ghana foundation. This study explored how Vodafone Healthline is produced; the contribution of Healthline to the promotion of Vodafone’s CSR activities, and viewers’ perspectives of the Healthline television show. A multiple case study design was used for the study that involved the use of face-to face interviews and focus group discussion as techniques for data collection. Primary data for this study was obtained from purposively sampled members of the Vodafone Health-line production team and residents of the Oyibi and Ashaiman communities in the greater Accra region. It was realized that the Vodafone Healthline television show production process is elaborate and procedural involving formative research, consultation and collaboration with stakeholders. Also, the success of Vodafone health-line TV show has been leveraged by Vodafone Ghana as a launch pad for the development and promotion of other Vodafone CSR initiatives. In addition, viewers of Vodafone healthline TV show have a positive perception about Vodafone Healthline. The show is perceived as relevant and quality in terms of picture, sound and presentation style.  The study concludes that the successful use of television content to promote CRS initiatives is the result of the popularity of television programming and the collaborative production style.