Otumfuo Commemorative Gold Coin
A national project, presented across every line that ordinarily divides Ghana.
Commissioned to mark twenty years of Otumfuo Osei Tutu II's reign as Asantehene, the commemorative gold coin was conceived as more than a keepsake — it was a national statement, intended to be received by the country's most senior figures across the executive, the judiciary, the opposition, the central bank, and traditional authority. JAA was retained to design and steward the messaging, protocol, and rollout strategy that made those presentations possible.
The brief required a level of institutional choreography rarely seen in Ghana: a single object passing through hands that, in almost every other context, do not move together. The work was as much about restraint and neutrality as it was about visibility.
Approach
- 01Aligned messaging across the executive, the judiciary, the opposition, the central bank, and the Manhyia traditional authority — five institutions that rarely speak in one voice.
- 02Maintained strict political neutrality, with parallel presentations to the sitting NPP government and former NDC leadership, framed so neither could claim primacy.
- 03Coordinated state protocol with Manhyia protocol — two distinct ceremonial cultures — into a single rollout calendar.
- 04Sequenced press access through the MyJoyOnline cluster to give the story sustained national rhythm rather than a single news cycle.
- 05Phased the rollout deliberately: President, Vice President, Chief Justice, former Presidents, Bank of Ghana Governor — each stage reinforcing the last.
Outcome
“It is rare, in any country, to assemble the presidency, the judiciary, the opposition, the central bank, and a traditional authority around a single object — and rarer still to leave each of them feeling they were the one being honoured.”
Coverage
- MyJoyOnlineAkufo-Addo receives Otumfuo Commemorative Gold Coin
- MyJoyOnlineOtumfuo's achievements monumental — Bawumia
- MyJoyOnlineAsantehene is our role model — Chief Justice
- MyJoyOnlineOtumfuo helped Ghana secure IMF credit facility — Mahama
- MyJoyOnlineOtumfuo Osei Tutu II is a pillar of stability — BoG Governor
Work of this kind is built one engagement at a time.
If your brief sits at the same intersection — strategy, stakeholders, and trust — we'd like to hear it.