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When Dr. Bawumia launched his presidential campaign to become the nominee of his party, a lot of people including some leading members of his own party said that his ambition was nothing but a pipedream. Dr. Bawumia persisted, nonetheless, and inspired his supporters to believe in him with the simple catchy slogan, “it is possible”.
Against all the cynicism and naysaying, he prevailed with hard work and humility.
Heading into the last stretch of his presidential campaign, Dr. Bawumia must now convince apathetic voters that his ideas are possible to achieve, and he will deliver on his promises. He must do so in an atmosphere of declining trust in public officials across the globe.
This growing trust deficit is not only a serious problem for all incumbent governments facing re-election, but is uniquely exacerbated by misinformation and mediocrity in our country.
This article urges Dr Bawumia to overcome the trust deficit by adopting the Republican Party’s “Contract with America” template during the 1994 midterm elections to restore trust, as this deficit is impeding his ability to reach disengaged voters.
Dr Bawumia is by far the most successful and consequential Vice President in the history of Ghana. Period. However, intelligent, hardworking leaders like Dr. Bawumia who have shown exemplary leadership and accomplished spectacular things, whilst navigating the harsh reality of working in subordinate role, often become victims of their own success.
In essence, Dr Bawumia’s enormous success has also become his weakness. From his ability to modernize the economy through digitalisation, leveraging technology to fight corruption, and using technology to provide seamless public services, he has shown extraordinary vision and an immense capacity to transform people’s lives. Hence, people expect more from him regardless of his limitations as a vice-president, forgetting that he has no independent power to make or sanction policies. No wonder he finds himself facing the quandary of how to extricate himself from accountability even though he was not personally responsible for the outcomes of his government’s decisions.
In any event, Dr. Bawumia must win the election if Ghana has any chance of reversing the high cost of living. To win, he must find a way to address the trust deficit and to reclaim the space he once occupied as the most revered public official in the country.
The action required must be drastic, innovative and bold in order to regain the confidence of people who have been sitting on the fence. While the task may seem daunting, one possible model might be replicating the “Contract with America” template the Republican Party used to regain control of the US congress after almost three decades of being shut out of congressional power. Newt Gingrich and his Republican allies offered the American people a policy document called the “Contract with America”. They relied on this Contract in winning back the House and effecting sweeping legislative changes.
The “contract”, which was introduced a few months before the election, was publicly approved by almost all Republican members of Congress. Although many Americans were unfamiliar with its contents, it gained popularity with lighting speed because it did not only offer the American people something to vote for, but the Republicans put their honour and reputation behind the “contract”.
They made public commitments to deliver on their promises and the outcomes the people expected from them. The Republican Party subsequently won control of Congress and gained more seats in the Senate. The strategy was simple. They did not just make promises to the people, they put their integrity on the line.
Indeed, Dr. Bawumia has already taken a huge step in this regard by releasing a comprehensive policy platform in Takoradi. This manifesto is a bold and resolute statement of hope, vision and commitment to harness our immense natural and human resources for development. It is nonetheless a purely aspirational document at a time of extreme mistrust, doubt, and uncertainty.
It is therefore imperative that Dr. Bawumia moves past the traditional approach of marketing campaign manifestos. Respectfully, Dr. Bawumia can solve the problem of the trust deficit by “contracting” with key leaders of the economy, such as artisans, Trade Unions, PTRU, etc., the clergy, chiefs, farmers, teachers, nurses, food sellers, and civil society. The Contract should include a key list of priorities and outcomes that his government will accomplish in the first 100 days or 365 days in office.
The “contract” must be written in plain language, and must be concise and easy to remember. It must also highlight Dr. Bawumia’s unique strengths, values, and vision for the country because a discernible “Contract with Ghana” will create the foundation for a renewed relationship of trust between Dr. Bawumia and the people. The “Contract” may also become the anchor that brings disparate voter segments into his column. This singular act, if done well and meaningfully, will entrust the campaign into the hands of these stakeholders and compel them to invest in the outcomes.
Furthermore, this “Contract” will represent a courageous act of inclusiveness, vulnerability, and accountability that will instill trust, and distinguish Dr. Bawumia from his main opponent in this race, former President Mahama. The Constitution bars the former President from running for office in 2028, which essentially means that he cannot be held accountable. Thus, Dr. Bawumia must own this space and expose former President Mahama’s capricious position.
The manifesto in many ways exemplifies Dr. Bawumia’s character: his unshaken belief in our capacity to transcend the rancour, despair, and cynicism that currently prevails in the country, to embrace the challenges of today and to seize the vast opportunities of tomorrow. The challenge, however, is that people have deep-seated beliefs, biases and stereotypes about every aspect of our politics.
Similarly, voters’ preferences are often tied to their values, perceptions and interests, and not necessarily focused on who is the right person for the job, but rather on whose values align with their own. Dr. Bawumia is the right person for this job at this time because he is forward-thinking, because he can be held accountable, and because he can be trusted. Just look at all he has accomplished in his subordinate role and imagine what he can do if given the mantle of the presidency.
Trust in public institutions and political discourse is the cornerstone of our democracy. It fosters healthy conversation about the direction of the country, and fosters participation in the political system. In the face of the global economic crisis resulting in fiscal challenges for the country, Dr. Bawumia’s campaign needs to continuously evolve and adopt creative, innovative strategies to win the election because Ghana cannot afford to miss Dr. Bawumia’s presidency.
Written by Kwame Abrefah, Esquire, Edmonton, Canada
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