Energy · National energy utility with GIZ support · 2024

Power People Believed In

The panels were installed. The households were not connecting. The problem was never the technology.

+27%

New household connections in one season

Towns with on-the-ground activation

1.9M

Radio listeners reached weekly

The challenge

Solar mini-grids had been rolled out across six rural districts, and uptake was stalling at under a third of eligible households. Existing messaging led with capacity figures and tariff structures — accurate, and completely unpersuasive to a family weighing a monthly payment against a harvest.

The approach

01
Reframed the offer around what an extra four hours of light makes possible: homework, a second shift at a workshop, a shop that stays open after dark.
02
Built the campaign around eleven real households already connected, filmed over one season rather than one day.
03
Trained 90 local agents to carry the same story face to face, so the campaign and the sales conversation said the same thing.

What we produced

A six-film documentary series in three languages
Market-day activations in 42 towns
Radio drama serial across two regional stations
Agent field kit: print, audio, and answers to the eight objections we heard most