EU Delegation to Ghana
International Development
Event Management | Communication
Diplo Rumble
The EU Delegation’s “Youth and Skills” campaign needed to reach Ghanaian communities in a way that felt genuinely rooted rather than institutional. A conventional diplomatic format would not work. The brief called for an event concept that connected EU values of inclusivity and youth development to something Ghanaians would engage with on their own terms.
Bukom, one of Africa’s most storied boxing communities and the spiritual home of Ghanaian boxing, provided the answer. But the concept required more than a venue. It required a charity boxing event capable of showcasing young athletic talent, raising funds for amateur boxers, and generating the kind of media coverage that would carry the campaign’s message nationwide.
Executing that at Bukom Boxing Arena at scale, as a hybrid event with a live audience of thousands and a simultaneous online stream, demanded coordinated logistics, a disciplined media campaign, and the community and influencer relationships to give the event genuine reach.
What We Did
Mech Consult co-organised the Diplo Rumble end-to-end alongside Ecorys, managing communications and logistics as integrated workstreams from concept note through to post-event reporting.
On communications, we developed all event branding for social media and the venue, circulated press releases, and produced three promotional video trailers and a three-minute event summary. We engaged nine influencers and bloggers, including Gary Al-Smith, Saddick Adams, Kalyjay, and Zionfelix, with a combined following of over 16 million across Instagram, Twitter (X), and Facebook. We coordinated a pre-event media engagement between the EU Ambassador and three-time world champion Azumah Nelson, managed media accreditation and coverage on event day, and supported the live stream on the EU Delegation’s Facebook page.
On logistics, we worked with the Ghana Boxing Federation to secure the venue, boxing ring, staging, LED production, sound and lighting, referees and officials, ring ladies, entertainers, VIP catering, and all branded materials. Community announcements were made through local information service vans in Bukom. We coordinated the charity exhibition bout between the EU ambassador and Azumah Nelson, managed teardown, and conducted post-event media monitoring and story clipping.
The Outcome
Most KPIs were met or significantly exceeded. Total media reach reached 33.4 million, more than double the target of 15 million. 59 press articles were published pre- and post-event against a target of 30. Fourteen television spots aired against a target of eight. Eight radio spots were broadcast, exactly meeting the target.
The pre-event media engagement alone produced 35 stories across tier-one outlets, reaching 10.6 million. Event-day coverage added a further 19 stories and 22.8 million in reach. Twitter exceeded its target with 265,000 impressions. TikTok content reached 1 million views. YouTube recorded 184,000 views across the promotional and summary videos.
4,400 people attended, including 400 VIPs and 20 VVIPs. Four videos were delivered against a target of two, and 200 photographs were submitted to the EU Delegation. The charity exhibition bout between the EU ambassador and Azumah Nelson drew national media attention and became the defining image of the campaign.
