A member of the National Democratic Congress (NDC) has raised serious concerns over the party's current strategy to discredit Vice President Dr. Mahamudu Bawumia.

In an open letter published on ghanaguardian.com, James Essilfie Conduah, warned that the party's attempts to label Dr. Bawumia as a liar are not only ineffective but are inadvertently increasing his popularity.

Conduah, who has closely followed Ghanaian elections since 1996, criticized the NDC's messaging approach for the 2024 campaign.

He expressed his dismay, stating, "Having actively followed seven general elections, from the 1996 election, which the late President Rawlings won, I must admit, rather reluctantly and with disappointment, that the 2024 elections campaign of our party is the least effective in terms of messaging."

Despite the NDC's efforts to tarnish Dr. Bawumia's reputation, Conduah observed that the Vice President's popularity continues to surge.

He explained, "It was obvious to us over the last couple of years that the Vice President, Dr. Mahamudu Bawumia, would be the likely flagbearer for the NPP in the 2024 Presidential elections. We, therefore, set out with a strategy to destroy his credibility by labelling him a liar at every opportunity."

Initially, Conduah supported this strategy, but he has since re-evaluated its effectiveness.

"This strategy appears to be backfiring because, as Dr. Bawumia goes around the country, he appears to be more popular than ever. How come a man we have spent all our time with our communicators, labeling and branding a liar, is still popular with the people? The answer, obviously, is simple. When you label somebody a liar, you have to be able to prove, with evidence, the lies he has told."

Conduah admitted that Dr. Bawumia has fulfilled many promises that the NDC previously dismissed.

"While we continue to tag him a liar, hoping it will stain his image, Bawumia is going around selling his message about what he has done as Vice President to Ghanaians. He is pointing out his achievements and explaining his vision. To be honest, I have watched videos of Dr. Bawumia on the campaign trail, and his message is compelling. And as a sympathiser of the NDC, this worries me."

The open letter also highlighted the growing support for Dr. Bawumia in various Northern regions, where he has received enthusiastic receptions during his campaign tour. Conduah's concerns are echoed by other NDC members, who have noted the large crowds welcoming the Vice President.

Member of Parliament for Tolon Constituency, Habib Iddrisu, remarked on the NDC’s anxiety over Dr. Bawumia’s campaign momentum.

"… they are frightened by the movement of our flagbearer; he is a serious campaigner, the message. So they get the feedback from their constituencies," Iddrisu said on State of Affairs on GHOne TV with Lantam Papanko.

Conduah's letter also underscored the various government initiatives spearheaded by Dr. Bawumia that have resonated with voters, including Agenda 111, One Constituency One Ambulance, Zongo Development Fund, and the Digital Address System. He argued that these achievements have strengthened Dr. Bawumia’s appeal to the electorate.

"How can a voter ignore someone who has initiated or championed so many good policies such as Agenda 111, One Constituency One Ambulance, Zongo Development Fund, Ghanacard, and the Gold for Oil policy, among others? When Bawumia announced that drones would deliver medical supplies to remote areas, we called him a liar! He has achieved this, so how do we convince Ghanaians that he is a liar? What he is selling he has done are real issues that matter to the populace, and they appreciate Dr. Bawumia for it," Conduah said.

Conduah concluded his letter with a call for the NDC to reassess its campaign tactics. He urged the party to shift focus from undermining Dr. Bawumia's credibility to presenting a compelling and policy-driven alternative to the ruling New Patriotic Party (NPP).