Why Ghanaians May Not Vote For Dr. Duffour As President Of Ghana

Even though the impeccable track record of Dr. Kwabena Duffour could favor him, there could be a myriad of other factors that could potentially negatively impact his campaign should he be elected flagbearer of the National Democratic Congress (NDC). Here are some possible factors that could crash the presidential ambitions of the respected economist, for which reason Ghanaians may not vote for him as president of Ghana.

Political experience
Lack of political experience, many have posited that Dr. Duffour has not held an elected political office before either as a member of parliament, an assembly member, or a vice president, therefore he may lack the needed political experience to rule the country as president. Even though he has served as minister of finance, his lack of experience in political campaigning and governance may lead some voters to question his ability to lead the country effectively. Dr. Duffour, until he was appointed finance minister, could not be identified with any constituency and had never been seen on any campaign platform canvassing for votes for the NDC before the 2008 elections. He therefore may be naive when it comes to political campaigning, and the team he has assembled for his flagbearer ship campaign is a manifestation of that perception. It is the reason why former President Mahama said in his campaign launch in Ho that the country needed experience and not an experiment.

Collapse of Unibank
The collapse of Unibank and Unicredit may affect Dr. Kwabena Duffour's chances of becoming president of Ghana, as his association with the failed bank could potentially damage his reputation and credibility in the eyes of voters. As the founder and owner of Unibank, Dr. Duffour may be seen as responsible for the bank's collapse, which could raise questions about his ability to manage the economy and the country's financial institutions if he were to become president. For instance, will all former staff of the defunct bank and all those who lost their jobs as a result of the collapse of Unibank vote for him if he is elected to lead the NDC in the 2024 elections? However, it is important to note that Dr. Duffour has denied any wrongdoing with the collapse of Unibank and has stated that the bank's failure was due to external factors beyond his control, such as political interference and unfair treatment by regulators, for which he is currently battling it out in court. Many have also posited that Dr. Duffour may not have the sound mind to execute and prosecute an effective campaign because the New Patriotic Party (NPP) government could frustrate his campaign with the pending Unibank court case. Ultimately, the impact of the Unibank collapse on Dr. Duffour's presidential aspirations will depend on how voters perceive his involvement with the bank.

Elitism
Perception of elitism is very crucial in Ghanaian politics. As a successful businessman and former Governor of the Bank of Ghana, some Ghanaians may see him as a member of the elite class and therefore out of touch with the needs of ordinary citizens. Will he eat kenkey with the ordinary Ghanaian on the street of Osu as some politicians do? will he drink sachet water among the makola women in Accra central? His campaign communication team could rebrand him to correct this perception. The perception of elitism affected the chances of prof. Mills in the 2000 and 2004 elections. Also, the same factor affected Nana Addo in the 2008 and 2012 elections. As part of his branding strategy, the late professor Mills embarked on his door-to-door campaign. The same branding strategy was adopted by President Addo when he was seen eating kenkey, drinking sachet water, and kalypo on the streets.

Age
Dr. Kwabena Duffour is close to 80 years old. Even though age should not be the sole determining factor in assessing his ability to campaign or serve in political office, there are certain ways in which old age could potentially impact Dr. Kwabena Duffour's campaign for the presidential seat of Ghana in the 2024 elections. Younger voters may be more skeptical of older candidates. Additionally, his age may make it harder for him to connect with younger voters on a personal level, given that they may have different life experiences and priorities. Advanced age comes with its own physical and mental health complications, as he is aging, he may experience physical and mental health challenges that could impact his ability to campaign effectively. For example, he may have less stamina for long days on the campaign trail or he may struggle with memory and cognitive function. These issues could make it more challenging for him to connect with voters and convey his message effectively.

Communication
The lack of modern communication strategies could potentially affect Dr. Kwabena Duffour's campaign to become the president of Ghana. In today's world, political campaigns rely heavily on modern communication strategies, such as social media, email marketing, and online advertising, to reach voters and build support. If Dr. Duffour's campaign is not able to effectively leverage these strategies, he may struggle to reach and engage with younger voters who are more likely to use social media and other digital channels to consume information and communicate with others. Additionally, modern communication strategies can help campaigns quickly respond to news events, pivot their messaging, and engage in real-time conversations with voters, which can be critical for building momentum and gaining support.

In conclusion, it is important to note that many factors can influence voters' decisions in an election, Voters consider a candidate's record, policy platform, leadership qualities, and overall appeal. There is still time for Dr. Kwabena Duffour to address any false claims and articulate his vision and policies to the Ghanaian people. If he can effectively articulate and communicate his plans for the country and gain the trust of voters, he could still have a good chance of becoming president.

By: Azure Imoro Abdulai,
Political Communication Analyst and Researcher

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