The World Bank-IFC have together launched a 2-year consumer education campaign in Tanzania that will promote solar off-grid lighting and energy products. It is aimed for consumers in rural communities that are not connected to the grid.
The two development finance institutions will be undertaking the program under their Lighting Africa initiative, which is specific to 10 sub-Saharan African nations. They will connect with consumers through marketing and public awareness activities including mass media, road shows and door-to-door campaigns, customized for the target group.
In the local language, the campaign is called Ngaa na Sola-Ndo Mpango Mzima (shine with solar, it is the complete deal). The products offered under this will carry warranty and meet Lighting Global Quality Standards. It will communicate innovative business models in solar energy as Pay-As-You-Go (PAYGO) service. It allows consumers to pay for the services through their mobiles in small investments.
"This campaign announced by IFC has come at an opportune time in the quest of accelerating the uptake of the highest quality off grid solar lighting products and services at the least possible cost," said Prof. James E. Mdoe, Permanent Secretary for Ministry of Energy and Minerals while officiating the launch. Adding, "This campaign will help to demonstrate that renewable energy especially solar is both affordable and good for the economy. We are also happy to note that this campaign will advocate product quality something which will be useful in restoring consumers' confidence."
Lighting Africa has until date sold over 13 million solar products in the African continent since September 2016 when it was first launched.