road show communication strategy document
TRANSCRIPT
RETs Road Show Communication Strategy Document Promoting Sustainable Rural Energy Technologies (RETs) for Household and
Productive Uses
August, 2017
2
RETs Road Show Communication Strategy Document
Promoting Sustainable Rural Energy Technologies (RETs) for Household and
Productive Uses
Prepared for
The United
Nations
Development
Programme
(UNDP)
3
Table of contents
Contents
1 Background ................................................................................................................................... 6
1.1 Summary of the RTSs Project and its Relation with the Road Show Strategy ............................. 6
1.2 Importance of Renewable Energy ................................................................................................. 6
1.3 Definition and Literature Review of Road show Communication ................................................ 7
1.4 National level policy related to road show communication .......................................................... 8
2 Analysis of the Situation ............................................................................................................... 8
2.1 Summary of current (existing) roadshow interventions on promoting renewable energy
technologies .................................................................................................................................. 9
2.2 Identifying and Understanding the Problem ............................................................................... 10
2.3 Determining Potential Audiences ............................................................................................... 11
2.4 Assessing the Environment: Socio-Economic Contexts of Selected Regions and Woredas ...... 12
2.5 Barriers to the Rapid Adoption of RETs. .................................................................................... 12
3 Communication Strategy ............................................................................................................ 13
3.1 Objectives ................................................................................................................................... 13
3.2 Strategic Approach of the communication .................................................................................. 13
3.3 Positioning of RETs .................................................................................................................... 14
3.4 Audience Segmentation (Primary, secondary and/or influencing audiences) ............................. 15
3.5 The Message Brief ...................................................................................................................... 17
3.6 Channels and Tools: Road Show and Supportive Communication Materials ............................ 18
4 Management Considerations ...................................................................................................... 20
4.1 Partner Roles and Responsibilities .............................................................................................. 20
5 Monitoring and Evaluation—Tracking Progress and Evaluating Impact ................................... 21
5.1 Scope ........................................................................................................................................... 21
5.2 Indicators..................................................................................................................................... 21
5.3 Monitoring and Feedback including key suctions for up scaling at national level ..................... 22
5.4 Evaluation ................................................................................................................................... 23
6 Annex I ....................................................................................................................................... 24
i. Process monitoring ...................................................................................................................... 24
ii. Templates of communication materials ...................................................................................... 24
7 Annex II Socio-Economic Analysis and Identifications of Barriers to Adoption of RETs ........ 26
8 Bibliography ................................................................................................................................ 31
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List of Tables
Table 1 Population Projection values of 2017 Benishangul Gumuz Region (CSA) ................................... 27
Table 2 Population Projection Values of 2017 Gambela (CSA) ................................................................. 28
Table 3 Benishangul RETs Summary ......................................................................................................... 29
Table 4 Gambella RETs Summary ............................................................................................................. 30
Table 5 List of Target Audiences per Desired Behavior............................................................................. 15
Table 6 Partners of the roadshow and their Roles....................................................................................... 20
List of Figures
Figure 1 Strategic Approach to the Road show .......................................................................................... 14
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Abbreviations Stands for
CRGE Climate Resilient Green Economy
DBE Development Bank of Ethiopia
FBOs Faith Based Organizations
FDGs Focus Group Discussions
GEF Global Environmental Facility
GHG Green House Gases
ICS Improved Cooking Stoves
IFC International Financial Corporation
IPC Inter Personal Communication
MoFECC Ministry of Environment, Forestry and Climate Change
MoWIE Ministry of Water Irrigation and Electricity
NGOs Non-Governmental Organizations
REF Rural Electrification Fund
RET Rural Energy Technologies
SHS Solar Home System / Technologies
SNNPRS Southern Nations, Nationalities and Peoples Regional State
UNCDF United Nations Capital Development Fund
UNDP United Nations Development Programs
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1 Background
1.1 Summary of the RTSs Project and its Relation with the Road Show Strategy
Rural population of Ethiopia’s current energy consumption is heavily reliant upon fuel wood and
other bio mass sources. Due to high population pressure and use of inefficient traditional stoves,
the rural population is facing huge challenges in meeting daily energy needs and is depleting
forest resources at an alarming rate. In order to make consumption more sustainable, it is critical
to utilize energy efficient technologies such as improved cook stoves, solar energy technologies
particularly SHS and other renewable energy technologies. The Rural Energy Technology
(RETs) project aims to promote and support the dissemination of technologies such as improved
cooking stoves and Solar Home System / Technologies to the off-grid rural community. There
are currently many challenges to the adoption of RETs. Of these, the very low level of awareness
on the technologies and limited accessibility of the technologies are the main ones. These two
factors coupled with the need to bring behavioral change in the way fuel efficient technologies
are perceived by community has slowed down the adoption of the technology. In order to
accelerate the adoption of RETs, there needs to be an integrated promotion strategy targeted to
the off grid rural community.
Rural off grid parts of Ethiopia mostly lack access to mass media and the major source of
information is through Inter Personal Communication (IPC). Therefore, community outreach
activities such as road shows are better placed to reach these communities and bridge the gap in
communication and demonstrating RETs to the community.
1.2 Importance of Renewable Energy
Renewable energy can contribute to social and economic development, energy access, secure
energy supply, climate change mitigation, and the reduction of negative environmental and
health impacts1. RETs can reduce the health impacts of indoor air pollution and hazards caused
by kerosene and candles, whilst reducing expenditures needed for these fuels and improving the
quality of lighting. Time spent purchasing fuels can also be reduced, and increased lighting
availability may enhance the productivity of shops and studying opportunities for school
1 IPCC (Intergovernmental Panel on Climate Change) report of Working Group I of the Intergovernmental Panel on
Climate Change for policy makers. 2012 Cambridge University press
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children. Environment-wise, the use of RETs reduces particulate emissions and pressure on
natural resources used to produce electricity. It reduces waste coming from dry batteries and
from kerosene of diesel equipment. It reduces greenhouse gas emission which in turn mitigates
for climate change.
Renewable energy is sustainable as it is obtained from sources that are inexhaustible (unlike
fossil fuels). Renewable energy sources include wind, solar, biomass, geothermal and hydro, all
of which occur naturally. Renewable energy, generally speaking, is clean energy and non-
polluting. Many forms do not emit any greenhouse gases or toxic waste in the process of
producing electricity. It is a sustainable energy source that can be relied on for the long-term.
Renewable energy is cost-effective and efficient.
RETs can create valuable job opportunities for people in regions with few employment
opportunities, although the number of direct jobs created is limited. Most of the direct jobs are in
operating and maintaining the installations. Some of these jobs pay high salaries and can have an
important impact on long term sustainability of rural communities. However, the largest share of
long-term jobs is not in direct energy generation, but along the renewable energy supply chain –
in construction, manufacturing, specialized services, and also rural activities such as farming,
forestry, etc. Those regions which have policies to attract renewable energy on a large scale can
generate a large enough demand for installations and components to attract supporting
manufacturing services.
1.3 Definition and Literature Review of Road show Communication
Road shows are part of a community outreach and community events communication channels which
comprises several interactive activities targeted towards communicating messages to bring about a change
in behavior2. The participatory and interactive nature of road shows makes them ideal in health and
development related projects where the target audience is inaccessible through mass media3.
Community events and outreach activities such as road shows also have the tendency to be more
acceptable by target audiences due to the interpersonal and engaging nature of the communication.4
2 Bertrand, J. T., Njeuhmeli, E., Forsythe, S., Mattison, S. K., Mahler, H., & Hankins, C. A. (2011). Voluntary medical male circumcision: a qualitative study
exploring the challenges of costing demand creation in eastern and southern Africa. PLoS One, 6(11), e27562.
3 McKee, N., Bertrand, J., Becker-Benton, A., & Becker, B. L. (2004). Strategic communication in the HIV/AIDS epidemic. Sage.
4 A Field Guide to Designing Health Communication Strategy, Johns Hopkins Bloomberg School of Public Health/Center for Communication Programs
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1.4 National level policy related to road show communication
There is no comprehensive national level policy regarding road shows. However, as part of promotion
strategy, the country’s advertisement law applies and oversees activities in relation to road shows.
Appropriate government organs need to be notified of any upcoming activity which requires the gathering
of people and use of loudspeakers and communication materials. This is vital to make the event official
and get assistance as well as recognition from the local authorities and will help to make activities of the
event run smoothly.
2 Analysis of the Situation
The Government of Ethiopia is currently implementing a green economy strategy by launching a Climate
Resilient Green Economy (CRGE) initiative5. The initiative is geared towards realizing the country’s
ambition of becoming a middle income country by 2025 through generation and use of renewable energy
sources and energy efficient technologies. Among the technologies identified by the initiative to be
disseminated and promoted is small scale rural energy technologies such as fuel efficient improved
cooking stoves and Solar Home System / Technologies technologies6.
Fuel wood, which is mostly used by rural households for baking and cooking purposes, is the main source
of Green House Gas (GHG) emission.7 The climate resilient green economy (CRGE) strategy supports
the transition to a more fuel efficient baking and cooking stoves from the traditional open fire or three
stone technologies. This transition is expected to reduce the demand for fuel wood which intern reduces
the extent of deforestation and GHG emissions. Efforts to implement this initiative have also begun. The
United Nations Development Programme (UNDP) has trained over 200 enterprises engaged in the
production and selling of RETs though its entrepreneurship development programme which trained
30,000 entrepreneurs from local enterprises from nine regions of Ethiopia (UNDP, 2016)8. The training
focused in providing selected enterprises with technical assistance on producing, disseminating, installing
and maintenance of improved cooking stove and small scale(<200Wp) Solar Home System /
Technologies technologies.
Generation of energy from solar power system is also a major component of CRGE. The initiative looks
to replace kerosene based lamps, wood and other traditional lighting devices by solar powered devices
5 Simane, B. (2013). Climate change: impacts and responses for carbon neutral and climate resilient Development in Ethiopia. Ethiopian Journal of Natural
Resources, 13(1), 67-101.
6 Puzzolo, E., Stanistreet, D., Pope, D., Bruce, N., & Rehfuess, E. (2013). Factors influencing the large-scale uptake by households of cleaner and more efficient
household energy technologies. London: EPPI Centre.
7 Ethiopia’s Climate-Resilient Green Economy: Green Economy Strategy (Addis Ababa: 2011), 50. 8 “Promoting Rural Energy Technology Entrepreneurs in Ethiopia” UNDP
http://www.et.undp.org/content/ethiopia/en/home/presscenter/articles/2016/12/13/promoting-rural-energy-technology-entrepreneurs-in-ethiopia-
.html (December 16, 2016)
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such as lanterns and Solar Home System / Technologies . The United Nations Development Programme
(UNDP) and the Global Environment Facility (GEF) have partnered with Ethiopia’s Ministry of Water,
Irrigation and Electricity (MoWIE) and Ministry of Environment, Forest and Climate Change(MoFECC)
to promote Rural Energy Technologies (RETs) which includes ICS, and Solar Home System /
Technologies . Other programs such as the Rular Electrification Fund (REF) has so far installed 45,365
Solar Home System / Technologies for households and institutional PVs for 345 rural health posts and
about 270 elementary schools . According to the GTP 2 action plan, by 2020 more than 3.6 million solar
lanterns, 400,000 Solar Home System / Technologies and other renewable energy technologies are
expected to be distributed.9
In order to achieve the objective set by CRGE initiative and other similar initiatives, it is very critical to
promote RETs such as Solar Home System / Technologies and improved cooking stoves. The Ministry of
Water Irrigation and Electricity (MoWIE) of Ethiopia in collaboration with several partners, including
Ministry of Environment, Forestry and Climate Change (MoFECC), UNDP, the Development Bank of
Ethiopia (DBE) and United Nations Capital Development Fund (UNCDF), is implementing the GEF-
financed project titled “Promoting Sustainable Rural Energy Technologies (RETs) for Household and
Productive Uses - Ethiopia”. The project will seek to implement a private sector driven and market based
approach towards promoting the use of Rural Energy Technologies in rural communities in Ethiopia.
Considering the target population of the project is a rural off-grid community, where access to radio and
other media is limited, a face to face communication strategy in the form of a road show promotion was
selected.
2.1 Summary of current (existing) roadshow interventions on promoting renewable energy
technologies
Interventions focused on promoting RETs especially consumer facing promotional activities are very
limited until recently. Some efforts to promote RETs were made by government agencies at various levels
and structures although not in the scale that is required to stimulate both the demand and supply of these
technologies. One promotional activity that was launched in 2015 is Lighting Africa’s Consumer
Education Campaign.
Lighting Africa is a joint World Bank/ International Financial Corporation (IFC) program aimed at
helping address the lighting needs of consumers who rely predominantly on fuel-based kerosene lamps
9 The Federal Democratic Republic Of Ethiopia Ministry Of Water, Irrigation And Electricity, Rural Electrification (Addis Ababa: 2016), 3 – 4.
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and candles by enabling them to gain access to non-fossil fuel-based, low-cost, high-quality, safe and
reliable lighting products10. The program is currently undertaking a consumer education campaign to
promote solar lighting products (solar lanterns) among predominantly rural population of Ethiopia where
major sources of lighting are fuel based kerosene lamps. 11
The campaign had the following objectives:
▪ Launch a targeted two-year consumer awareness and education campaign that supports the supply
chain and business models for solar-based lighting solutions in Ethiopia by creating behavioral
change, allowing consumers to make informed purchasing decisions and increasing demand for
the products.
▪ Target rural, and peri-urban consumers without electricity access, predominantly low-income
households and small businesses.
▪ Communicate reliable information about the economic, health and environmental benefits of solar
lighting. Also communicate reliable information about RET’s quality standards which is
approved by Ethiopian standard agency with collaboration to ministry of water irrigation and
electricity and the Lighting Africa standard in particular.
▪ Collaborate with key stakeholders including the media, private sector companies in the lighting
industry and civil society.
The campaign is largely used a face to face communication platform with the target audience through
road show communication strategy. Several rural market places in Amhara, Oromia, Tigray, and SNNP
were targeted by the road show where road show personnel demonstrated how solar products work and
answered questions raised by participants. Major part of the campaign was also creating opportunity for
suppliers of certified solar lighting products to sale their products on the spot. The campaign is achieving
encouraging results in terms of educating consumers, creating demand for solar lighting products and in
creating linkage with suppliers.
2.2 Identifying and Understanding the Problem
Ethiopia’s current energy consumption is mostly covered by biomass energy sources such as fire wood
and charcoal. Ethiopia’s Climate resilient green Economy Strategy document indicated that biomass
10 Mills, E. (2008). Product quality assurance for off-grid lighting in Africa. Lawrence Berkeley National Laboratory. 11 Engida, M. (2016). Challenges and Prospects of Solar Home System / Technologies Dissemination in Rural Parts of Ethiopia The Case of
Solar Energy Foundation (Doctoral dissertation, AAU).
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contributes more than 90% of the country’s rural population energy consumption.12 The rural population
who is yet to gain full access to main stream energy sources such as electricity is continuing to relay on
traditional energy sources. This dependence on biomass and fossil fuels for cooking and lighting needs is
posing a huge challenge in mitigating problems such as deforestation, CO2 emissions, low quality of life
and health problems directly caused by continuous use of such type of energy sources. The problem
becomes even more alarming when considering the population of the country, which is expected to be
more than 116 million by 2025.13 The vast majority of the population will be still living in the rural area.
Issues and goals identified at policy level and household level might be articulated in accordance with the
concerns of various stakeholders involved. At a national policy level, the government is implementing
CRGE initiative targeted at creating a sustainable green economy and clearly states a more conventional
path to economic development will not aid the country’s growth ambitions. International organizations
such as UNDP and World Bank aim to fight climate change, support countries such as Ethiopia in
resilience and capacity building. These goals identified at national and policy level cannot be met unless
they are broken down in to tangible benefits that are appealing to rural households which account for 81%
of the population.14
Rural households are concerned with meeting their daily energy needs for cooking and lighting purposes
and mostly depend on traditional energy sources. Income levels of rural households are also low and
considerable portions of the population is located in hard to reach areas with limited access to Rural
Energy Technologies.
2.3 Determining Potential Audiences
The road show campaign will be designed to promote Solar Home System / Technologies mostly having
a size from 15Wp-200Wp systems and improved cooking stoves to rural off-grid population. Main
audiences for the campaign will be households and businesses located in the rural off-grid area.
Encouraging the producers and suppliers of RETs is also a critical part of the campaign. Therefore,
suppliers of RETs will be included as part of the target audience for the campaign. Further analysis and
segmentation of target audience will be discussed in the coming sections.
12 Bazilian, M., Nussbaumer, P., Eibs-Singer, C., Brew-Hammond, A., Modi, V., Sovacool, B., ... & Aqrawi, P. K. (2012). Improving access to
modern energy services: insights from case studies. The Electricity Journal, 25(1), 93-114.
13 Ethiopia’s Climate-Resilient Green Economy: Green Economy Strategy (Addis Ababa: 2011), 10. 14 “Rural Population (% Total Population)” World Bank http://data.worldbank.org/indicator/SP.RUR.TOTL.ZS (2015).
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2.4 Assessing the Environment: Socio-Economic Contexts of Selected Regions and Woredas
As part of the initial steps to prepare this road show communication strategy, assessment field trips to
selected Woredas should be conducted. The field trip will help to assess the level of awareness and use of
RETs in selected Woredas in selected regions. The field trip and study will also help identify specific
types of RETs that needs to be marketed and promoted by taking into account differences in culture,
cooking habits and resource between regions.
2.5 Barriers to the Rapid Adoption of RETs.
Initial assessment field trips are also essential to identify barriers to rapid adoption of RETs. The
following elements should be investigated prior to conducting a roadshow campaign.
1. Awareness: Level of awareness and knowledge about RETs in selected woredas
2. Availability: Availability of RETs enterprises and suppliers in selected woredas or ease of access
to RETs in the region.
3. Affordability: Affordability of RETs by the community in selected woredas.
4. Acceptability: Acceptability of RETs by the community in selected woredas and appropriateness
in terms of culture, cooking habits and availability of resources.
A sample of a socio-economic assessment and identification of barriers to adoption of RETs in
pilot woredas in Benishangul-Gumuz and Gambela Regional States is describe in Annex II.
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3 Communication Strategy
3.1 Objectives
The anticipated effect of communication activities included in this road show communication strategy
document is presented below. The objectives indicate the expected change in knowledge, attitudes and
practice (behaviors) and use of RETs.
1. To increase the awareness of rural off-grid households about the existence of RETs, Solar
technologies, specifically Improved Cooking Stoves and Solar Home System / Technologies.
2. To develop the intention of Rural off-grid households to shift to improved cooking stoves and use
of Solar Home System / Technologies .
3. To increase the number of rural off-grid households who use improved cooking stoves and Solar
Home System / Technologies.
4. To encourage the involvement of selected RET enterprises in the production and dissemination of
RETs and provide the opportunity for them to gain increased access to rural off grid households.
3.2 Strategic Approach of the communication
The strategic approach is one of the most important elements in a communication strategy. It drives the
rest of the communication activities. It ensures synergy, consistency, and coordination among
stakeholders and partners. For this particular road show a Competitive Strategic Approach will be
employed. This approach will position RETs such as improved cooking stoves and Solar Home System /
Technologies against traditional energy sources used by the community.
The rationale for this approach is rooted in to the fact that these communities are already engaged in
energy consumption from traditional sources. Therefore, they are better placed to judge the clear
differentiating advantage provided by RETs. The road show will play the role of creating awareness and
providing opportunity for the rural off-grid community to witness advantages of using RETs through
practical demonstrations and opportunity to buy these technologies on the spot. Highlighting desirable
attributes of RETs and clearly communicating it to the target audience is critical for the success of the
road show.
The rapid adoption of RETs requires a shift from the practice of undesired behaviors in the form of
continuous use of inefficient cooking and lighting sources to a desired behavior i.e. the use of RETs.
These communities have practiced the current way of energy consumption for generations and in a way it
has become part of their daily routine and habit. In order to make this shift happen, there needs to be
enough motivation to change from the rural community which will depend on the road shows ability to
address barriers to adoption and its success in showcasing RETs desirability.
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Figure 1 Strategic Approach to the Road show
ROAD SHOW COMMUNICATION ACTIVITIES
INFORMATION REGARDING RETs
• Functional and emotional benefits
• Availability
• Price
• Presenting clear differentiating
advantage compared to traditional
energy sources
DEMONSTRATION OF RETS
• Demonstrate RETs in usage
situation.
• The community will relate to
demonstration activities which
will be a reflection of
challenges they face in their
daily activities and possible
solution.
ON THE SPOT PURCHASE
OPPORTUNITY AND
REGISTRATION
• The community will be
provided the opportunity
to purchase RETs on the
spot.
• Registration to purchase
Solar Home System /
Technologies will be
made on the spot or
instructions will be given
to register at the water and
energy bureau
3.3 Positioning of RETs
In the context of strategic design, positioning means; presenting an issue, service, or product in such a
way that it stands out from other comparable or competing issues, services, or products and is appealing
and persuasive. Positioning creates a distinctive and attractive image, a perpetual foothold in the minds of
the intended audience.15 An effective position; Resonates with the audience, differentiates from the
competition, stands out as better than the known alternatives and provides a benefit that is worth the cost
15 A Field Guide to Designing Health Communication Strategy, Johns Hopkins Bloomberg School of Public Health/Center for Communication
Programs
UNDESIRED BEHAVIOR
• Use of traditional fuel inefficient
technologies
• Strong attachment to the current
practice of energy consumption.
DESIRED BEHAVIOR
• Intension to use and purchase of
RETs.
• Development of favorable attitude
towards RETs
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or effort.16 Both improved cooking stoves and Solar Home System / Technologies will be positioned
against the alternative.
▪ Improved Cooking Stoves: Efficient, affordable and cost effective cooking solution for the off-
grid rural communities.
▪ Solar Home System / Technologies : comprehensive solution for lighting needs of the off-grid
rural communities. Solar Home System / Technologies will have a more aspirational positioning
due to the enormous improvement they bring to rural households by improving health, education
and safety for off-grid rural households. It is also the closest option these communities have to on
grid electricity. Affordability will be an issue for the target audience. However, information about
the existence of Solar Home System / Technologies with different capacity and price point will
be communicated in addition to the existence of credit facility allowing for a relatively
comfortable payment schedule.
3.4 Audience Segmentation (Primary, secondary and/or influencing audiences)
A. Primary Audience
The audiences for this road show communication strategy are off-grid rural communities and business.
RET enterprises are also part of the target audience as well as partners in the campaign. Based on the
findings from the Situation Analyses, potential audiences for the communication efforts were identified
and described below.
Table 1 List of Target Audiences per Desired Behavior
Component Desired Behavior Primary Target
Improved
Cooking
Stoves
▪ Increased awareness about the existence of RETs, specifically Improved
Cooking Stoves.
▪ Intention to shift to improved cooking stoves.
▪ Households use improved cooking stoves.
▪ RET enterprises gained increased access to rural off grid households and
were able to sale improved cooking stoves.
▪ Small businesses and RET enterprises increased interest to scale up their
business (to utilize the opportunities of getting a 50% guarantee fund
prepared for those enterprises interested to take loan from micro finance
institutions)
▪ Female household heads
▪ Male household heads
▪ Small businesses
▪ RET enterprises
16 Aaker, D. A. (1996). Building strong brands. New York: The Free Press.
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Solar Home
System /
Technologies
▪ Increased awareness about the existence of RETs, specifically Solar
Home System / Technologies.
▪ Intention to use Solar Home System / Technologies.
▪ Households use Solar Home System / Technologies.
▪ RET enterprises gained increased access to rural off grid households and
were able to sale improved cooking stoves and Solar Home System /
Technologies.
▪ Private solar energy technologies importers increased interest in serving
the communities at the last mile (through utilizing the opportunities of
getting a 50% guarantee fund prepared for those who are interested to
take loan from commercial banks)
▪ Male household heads
▪ Female household heads
▪ Small businesses
▪ RET enterprises
▪ Private
companies/importers
B. Secondary Target Audience and Influencers
Following the preliminary stage of primary audience segmentation, influential people in the primary
audience‘s social networks were identified. These people are those who influence primary audiences’
decision to try certain products or practice certain behaviors.
Ultimately, the objective is to target the secondary audience with communication messages to help them
influence the primary audience in favor of the desired behaviors. It is believed that the secondary
audiences have the ability to influence the primary audiences’ knowledge and attitude about issues of
concern of which a change in behavior is mostly required. Access to main stream media such as radio and
TV is very limited and in many cases nonexistent. The main source of information for this off-grid rural
community is mostly interpersonal communication.
In terms of RETs promotion the following influencers are identified:
▪ Woreda women office
▪ Woreda cooperative office
▪ Woreda microfinance institutions
▪ Government workers such as health extension workers, water and energy and environment
protection bureau employees: the primary target audience considers these as credible sources of
information.
▪ Older more educated children,
▪ Heads of associations established to buy Solar Home System / Technologies.
▪ Current users of Solar Home System / Technologies
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C. Tertiary Target Audiences
The target audiences whose actions indirectly affect the primary audiences include
▪ Media
▪ NGOs
▪ Faith-Based Organizations (FBOs)
▪ Kebele leaders/managers
▪ Community Influencers (Religious leaders, Community elders)
▪ Health development army (1 to 5 network leaders)
▪ Micro Financial institution in the zone and region
3.5 The Message Brief
This section is intended to provide a foundation for the formulation of the themes or ideas of different
messages aimed at the identified target groups in such way as to provoke the desired effect. The messages
should flow logically from the stated behavior change or objectives and the desired changes at the level of
each target group, taking fully into account its knowledge, attitudes and practices with regard to adoption
of RETs. The definitive messages will be developed later, at the stage of producing the communication
material for implementation.
Key Messages
The key messages to be developed in this road show communication strategy will revolve around the
positioning of improved cooking stoves and Solar Home System / Technologies . Benefits of using
improved cooking stoves and Solar Home System / Technologies will be key part of the message
development. A more aspirational and emotional tone of messaging will also be struck to enhance the
motivational aspect of the message.
Improved Cooking Stoves:
▪ Key Issue: more than 80% of Ethiopia’s population lives in rural area mostly relaying on bio
mass fuels and traditional cooking stoves.17
▪ Functional Benefits: Improved cooking stoves are efficient, affordable and cost effective.
▪ What the functional benefits mean: Rural households will now spend less time and money to
cook food and woman and children will spend less time searching for fuel wood. Dangers from
using open fire stoves and from the smoke coming out of the stove will no longer be a problem.
Solar Home System / Technologies:
17 Kassa, M. (2007). Business Plan for Ethanol Cooking Fuel and Dometic CleanCook Stove Market Development in Addis Ababa, Ethiopia.
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▪ Key Issue: 80% of Ethiopian population depend on kerosene based lamps, wicks, and fuel wood
for lighting purposes. 18This has adverse effect on health, children’s educational performance, the
family’s safety and contributes to low quality of life.
▪ Functional Benefits: Solar Home System / Technologies provide a bright smokeless light, avoids
any of the safety and health danger posed by traditional lighting sources. Depending on capacity
it can charge mobile phones, radio, solar refrigerators and TV.
▪ What the functional benefits mean: Instant change in life style and quality of life for the off-grid
rural community leading to a happy more productive household. Dangers on health especially on
woman and children inherent from using wood as a source of light will be avoided.
3.6 Channels and Tools: Road Show and Supportive Communication Materials
The rural off-grid community has very limited access to mass media outlet and often relay on
interpersonal communications to receive messages related to health, development and other socio-
economic issues. It is due to this fact that a road show communication channel is deemed to be more
suited to address issues related to the promotion and dissemination of RETs.
Procedures to Rollout Road Show Promotion
a) Kickoff consultation meeting with stakeholders
A consultation meeting will be arranged which includes all parties involved in the
activity. Discussion will be made on the roadshow implementation plan after which
comments will be incorporated to finalize the plan.
b) Permits and location scouting: Initial preparations made prior to rolling out the road show
will determine how smoothly every planned activity unfolds. Permit letters from the organization
who commissioned the road show should be obtained detailing the purpose of the road show and
areas it covers. Similar support letters should be provided by regional bureaus to gain the support
and cooperation of any government organ. A location scouting team will be sent to the road show
area to gather information which will help in planning road show activities.
c) Opening of the Road show: The roadshow will be opened in the presence of local authorities.
Based on the availability of local authorities at the time of the road show, the local municipal or
Woreda administrators will officially open the roadshow.
18 Mills, E., & Jacobson, A. (2011). From carbon to light: a new framework for estimating greenhouse gas emissions reductions from replacing
fuel-based lighting with LED systems. Energy Efficiency, 4(4), 523-546.
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d) Location and Timing: To attain maximum impact, the road show will be scheduled on dates
where large number of crowed are expected to attend. Market places and days are ideal for this
type of promotional activity. A list of market places and days will be prepared based on the
location scouting report collected from field trips. Co-ordination with regional and Woreda level
water and energy bureau personnel will be critical to plan and roll out the activities.
e) Rout Plan Development: Detailed rout plan will be developed which will efficiently cover
targeted Woredas in every region selected for the road show. This rout plan will be
communicated with UNDP, MOWIE and RETs enterprises and will be agreed upon before
rollout.
f) Design of a Road Show Mechanics: This is a clear description of all the activities and
visualization of the flow of planned activities in a particular road show. The mechanics will be
drafted and communicated to all stakeholders so everyone is informed. Examples of planned
activities for this road show are described below.
▪ Local Music and Drama: to attract crowed to the road show location.
▪ Messages: Benefits of using RETs
▪ Demonstration: The crowd will observe RETs put to use and have the opportunity to ask
questions.
▪ Mini exhibitions: Mini exhibitions will be organized needs side by side to the road show
event showcasing technologies supplied by ICS & Solar Home System / Technologies
suppliers.
▪ Crowed engagement: Crowed engaging activities such as question and answer sessions
will be incorporated.
▪ Crowed motivation: Giveaways such as t-shirts, improved cooking stoves and other
material will be provided.
▪ RETs purchase opportunities: RET enterprises will have the opportunity to sale products
on the spot.
g) Allocation of Resources to the Road Show: All necessary resources such as man power,
vehicles, communication materials, sound systems will be mobilized to implement the road show.
h) Travel to location and conduct the road show
Communication materials such as posters and fliers will be prepared using local languages spoken in a
particular Woreda the road show is planned to take place. These communication materials will be
distributed at and around the road show location. These communication materials will mostly employ
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visual elements taking in to account the low literacy level of the off-grid rural community. Images used in
posters and fliers will be culture and location sensitive to make messaging relatable and acceptable.
4 Management Considerations
4.1 Partner Roles and Responsibilities
An explanation on Key organizations and organizational Roles is detailed in Table 5.
Table 2 Partners of the roadshow and their Roles
Organization Roles and Responsibilities
Ministry of Water
Irrigation and Electricity
(MoWIE)
As lead Organization for the implementation of the Communication strategy:
• Over all coordination of the project to implement a private sector driven and
market based approach towards promoting the use of Rural Energy Technologies
in rural communities in Ethiopia in order to increase the use of RETs in the
country;
• Constitute Off-Grid Renewable Energy Access Working Group comprising
key stakeholders and representation of key institutions;
• Ensure integrated planning approaches and inter-sectorial coordination and
convergence at the regional level in relation to conducting the road show.
Regional water resource;
Irrigation and electric
energy Office Regional
Energy
Water resource, mines
and energy bureau
offices and Regional
Environment & Forestry
offices
As lead regional office for the implementation of Communication strategy:
• Provide mentoring and support to the wereda level water; Irrigation and
electricity hubs.
• Developing of planning, coordination and Harmonization, for the technology
implementation;
• Monitoring and evaluation;
Technical support
Partners:
Ministry of Environment,
Forestry and Climate
Change (MoFECC),
UNDP, the Development
Bank of Ethiopia (DBE)
and UNCDF
• Define the objectives and indicators based on research and in consultation with
the stakeholders;
• Monitoring and evaluation;
• Conduct research and impact evaluations;
• Sourcing of funds and coordination of budgets;
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Woreda Water Irrigation
and Energy office
As lead Woreda level office for the implementation of Communication strategy:
• Facilitating the road show promotion campaign,
• Undertake pre-testing of message and materials in their Woreda and among the
various population groups together with the consulting firm.
• Make an inventory of quality of the technologies within the Woreda,
• Facilitating the registration of households interested to use SHS
Renewable Energy
technologies (RETs)
producers/suppliers,
distributors and
Importers.
• Distribute the technologies to households’,
• Supply lighting Africa standard solar technologies for the road show the
technologies with keeping the quality and compatibility to our country context,
• Produce and supply standard ICS technologies timely for the road show the
technologies;
• Mediate for all technology related activities
The Consulting Firm • Outline and analysis of the targeted audience and market segments;
• Outline of the specific media targeted, their relevance and importance to the
overall success of the campaign;
• A comprehensive integrated communications strategy;
• Creative campaign messages and content for the various media that the agency
will engage to reach the targeted segments;
• Overview of the issues/challenges identified in rolling out the roadshow
campaign and the preferred solutions;
• Direct target engagements – identification of the segments to target;
• Prepare reporting format to measuring the performance of all communication
activities;
• Compile comprehensive final reports providing information on achievements,
challenges, recommendations and any other information relevant to ensuring
success in the pilot
5 Monitoring and Evaluation—Tracking Progress and Evaluating Impact
5.1 Scope
Monitoring and tracking the progress of the road show is critical to determine the success of the road
show in achieving the desired result and make improvement to its components before scaling up at a
national level.
5.2 Indicators
A. Process indicators
▪ Number of road shows conducted
▪ Estimated number of people who participated in the road show
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▪ On time starting of the road show activity
▪ Number of relevant gov’t institutions involved such as women affaires, microfinance,
cooperatives and enterprises.
B. Performance indicators
▪ Quantity of communication materials distributed
▪ Duration of the road show activity
▪ Quality of message delivery
C. Outcome indicators
▪ Percentage of people who state they have increased awareness about RETs
▪ Percentage of people who intend to buy RETs
▪ Number of people who registered to buy SHS
▪ Number of ICS and SHS sold by RET enterprises on the spot as well as those who received
SHS after registration.
5.3 Monitoring and Feedback including key suctions for up scaling at national level
Process monitoring: This measure whether activities occurred with the planned frequency, with the
planned intensity, with the appropriate timing, and as directed to reach the intended audience. All road
show activities will be monitored to make sure every activity is conducted as planned.
Performance monitoring: The quality, quantity, and distribution of communication outputs must be
closely followed. The road show will employ supportive communication materials. The distribution of
this communication materials, the quality of communication will be tracked, reported and amendment
will be made based on learnings from each road show activity.
Outcome monitoring: Here the evaluation focus shifts from activities and actions back toward original
objectives set towards increasing awareness for RETs, intention to buy RETs, actual use of these
technologies and sales of ICS and registration to buy/sales of SHS. Onsite observation and interviews
and small scale post road show surveys are important to ensure that expected outcomes are beginning to
take place. Actual sales and registration data can be collected from selected RETs enterprises and Woreda
water and energy bureaus to understand whether road show activities are having the desired impact.
Learnings from the road shows will be complied and discussed in regular meetings with UNDP and
MOWIE and will be used as an input when scaling to other regions.
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5.4 Evaluation
Evaluation of the outcomes from the implementation of the road show is essential to determine whether
the road show succeeded in bringing change in awareness, attitude and use of RETs in selected Woredas.
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6 Annex I
i. Process monitoring
ii. Templates of communication materials
1. Daily Follow up Reporting Sheet
RETs Roadshow- Phase _
Daily Follow up reporting
Date : - DDMMYYYY
Planned Activation Distance and Time Measure Activation Attendance Total Reach
POS Giveaways
GPS Information
Upload Photo of the Roadshow
Remark
No Date DD/MM/YY
Zone Woreda Town Name
Distance From Base
Town
Arrival Time
Departure Time
Roadshow Mini Exhibition
M.P No. R.S No
Grand Total
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2. Weekly Status Update Sheet
Date : DDMMYYYY
Agenda: Weekly Status Update Sheet S.N Agenda Activities Status Status Update Next step
3. RETs Sales Record Sheet
Region. _________________
Zone. ___________________
Woreda. ________________
Year. ___________ Month. ___________
Quantity Remark
Number of SHS sold
Number of ICS sold
No. Households registered to receive SHS
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7 Annex II Socio-Economic Analysis and Identifications of Barriers to Adoption of RETs
Benishangul Gumuz Regiona l State
The Benishangul Gumuz Regional State is located in the western part of Ethiopia and it is bordered by Sudan in the west, Amhara region in the
north and north east Oromiya in the southeast and Gambella in the south. The regional capital, Asossa is located at a distance of 687 km west of
Addis Ababa. (Citation)
The region has a total area of approximately 50,380 km2 with altitude ranging from 580 to 2,731 meters above sea level (masl). Agro-ecologically,
it is divided into Kolla about 75% (lowlands below 1500 masl), WoinaDega about 24% (midland between 1,500-2,500 masl) and Dega about 1%
(highland above 2,500 masl). Annual rainfall varies from 800 to 2000 mm. The temperature reaches a daily maximum of 200C to 250C in the rainy
season and rises to 350C to 400C in the dry season. The hottest period is from February to April. The minimum daily temperatures range from 120C
to 200C, depending on season and altitude.19
According to the current administrative structure, the region is divided into 20 Woredas that are structured under 3 Administration Zones. The two
Woredas (Pawe and Mao-Komo) are designated as special Woredas, due to their ethnic composition.
The regional economy depends on agriculture which accounts for 93.2% of the economically active population. Except the Shinasha who are
predominantly plow cultivators, shifting cultivation is the major economic activity of the other indigenous population. The subsidiary livelihood
sources include livestock raising, gathering wild foods, fishing, honey production and collection, traditional gold mining, hunting, handicrafts,
petty trade and charcoaling.
The population composition of the region and selected Woredas are described below.
19 Roadshow Promotion of Renewable Energy Technologies Field Assessment Report.. Ministry of Water Irrigation and Electricity
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Table 3 Population Projection values of 2017 Benishangul Gumuz Region (CSA)
Region Total Population Urban Rural
Number % Number % Number %
Benishangul Gumuz 1,066,001 100 230,000 22 836,000 78
Selected Woredas
Asossa Wereda 151,075 100 52,575 35 98,500 65
Mao Komo Special Wereda 64,876 100 7,365 11 57,511 89
Gambella Regional State
Gambella National Regional State is one of the nine regions in Ethiopia. It is located in the south-western part of Ethiopia and borders two other
regions - Oromiya to the North and east and the Southern Nations, Nationalities and Peoples’ Regional State (SNNPRS) to the south - and the
country of South Sudan to the west. Most of Gambella is flat and its climate is hot and humid. Annual rainfall averages about 600 mm while the
minimum/ maximum temperatures are approximately 21.10C and 35.90C respectively.
Gambella zone was divided into nine Woredas until recently: Akobo, Jikawo, Itang, Gambella, Abobo, Jor, Gog, Dimma and Godere. The new
administrative setup consists of six Woredas and one “special” Wereda administered by the Federal government: Alwero-Peno, Gilo, Jikawo,
Akobo, Dimma, Godere and Gambella (special). The Gambella region currently has three Anuak Woredas (Alwero-Peno, Dimma and Gilo); two
Nuer Woredas (Jikawo and Akobo); and one Majenger Woreda (Godere).
Agro-ecologically, the region is predominantly lowland (kolla) with a few midlands (weynadega). Recession riverside agriculture is common,
particularly maize and sorghum, and widely practiced by Anyuaa people along the Baro, Gilo and Akobo rivers. As the region is generally not
cereal self-sufficient, alternative income sources such as fishing are important sources of food. Wild food consumption is part of the daily dietary
intake given the still partly untouched bush land and natural forest resources.
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The population composition of the region and selected Woredas are described below.
Table 4 Population Projection Values of 2017 Gambela (CSA)
Region Total Population Urban Rural
Number % Number % Number %
Gambela 435,999 100 148,000 34 288,000 66%
Selected Woredas
Lare Wereda 43,671 100 12,436 28 31,235 72
Gog Wereda 24,763 100 10,674 43 14,089 57
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Table 5 Benishangul RETs Summary
Selected
Regions Awareness and Knowledge of RETs Availability of RETs Affordability of RETs Acceptability of RETs
Benishangul-
Gumuz
Improved Cooking Stoves
• There is top line awareness of ICS.
However, knowledge about tangible
benefit of the technology is lacking.
• Households who are using ICS
indicated the clear benefits of using the
technology such as lower consumption
of fuel wood, protection from open fire
and smoke and overall lower spending
on energy.
Solar Home System / Technologies
• There is top line awareness of solar
related technologies such as solar
lanterns and home systems.
• There is lack of awareness about the
different capacity and sizes of SHS
available in the market.
• Users of SHS have clear understanding
of the benefits such as brighter
smokeless lighting which has no
adverse effect on health, students being
able to study longer, ability to charge
mobile phones, prevents thieves and
wild animals from attacking domestic
animals.
Improved Cooking Stoves
• Gonziyeis the most frequently used
ICS.
• There are 12 stove producers
Solar Home System / Technologies
• There are 18 licensed and legal
private companies involved in solar
technologies installation
maintenance and repair services.
• SHS are distributed through the
Rural Electrification Fund (REF) by
providing rural households credit for
the purchase and installation of SHS.
• Rural household organized in to
groups will benefit from this fund
through the Regional and Woreda
water and energy bureaus.
• So far very limited number of
households are benefiting from this
fund.
• No direct private sector involvement
was observed in this region in terms
of supplying SHS.
Improved Cooking Stoves
• Affordability of Improved
cooking stoves such as
Gonziye is not a major issue
relative to other RETs.
• The price of Gonziye ranges
from 40 – 120 birr.
Solar Home System /
Technologies
• Solar Home System /
Technologies are expensive
for the rural household.
• Support from the government
in the form of proving credit
facility has reduced the
burden considerably with
household now asked to pay
only 5% of the total cost.
.
Improved Cooking Stoves
• ICS need to integrate seamlessly
with the communities cooking
practices and types of foods.
• The shapes and sizes of ICS need
to be flexible enough to
accommodate narrow and broad
based cooking utensils.
Solar Home System /
Technologies
• There are no acceptability issues
in relation to SHS.
• Most rural households have
cattle and herds to attend to so
the length of the cable needs to
be longer than the present length
in order to stretch it farther
distance to the herds house.
• If the accessories and the
technicians are there it would
make it easy to get repaired the
SHS whenever it gets damaged.
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Table 6 Gambella RETs Summary
Selected
Regions
Awareness and Knowledge of
RETs Availability of RETs Affordability of RETs Acceptability of RETs
Gambella Improved Cooking Stoves
• Limited awareness of ICS in areas
visited in both Lare and Gog
Woredas.
• Households acknowledge that
existing traditional stoves are
unsatisfactory in terms of fuel wood
consumption and the time it takes to
cook food.
Solar Home System / Technologies
• Solar lanterns are the most commonly
known solar lighting devises. There
are households which use solar
lanterns distributed to them by the
Woreda through aid free of charge.
• Limited knowledge of SHS. Rural
Households located in both Lare and
Gog Woredas are yet to benefit from
SHS. However, there are groups of
households who are registered and
expecting to receive the system
through opportunities provided by the
government. These households are
expected to pay only 5% down
payment and the rest of the payment
will be made through a long term
arrangement.
Improved Cooking Stoves
• There were no producers/suppliers of ICS
in Lare Woreda. There is one producer in
Gog Woreda engaged in the production
of Gonziye and the major issue seem to
be lack of demand from households due
to limited knowledge about the existence
of ICS technologies.
• Producers/Suppliers also complain the
price of Gonziye is too low for them to
make profit (40 birr) compared to the
effort it takes to produce the stove.
• There is also one enterprise in Gambella
city which use to produce Gonziye but
stopped due to low prices, lack of
demand, shortage of the mold used to
make the stove, and effort it takes to
source the clay soil used to produce the
stove.
Solar Home System / Technologies
• Both Lare and Gog Woredas are yet to
benefit from SHS although groups of
households have registered and currently
waiting to receive the product.
• The process of registering rural
households and linking them with
Development Bank of Ethiopia (DBE)
usually takes a long time causing
frustration among households and for
some to withdraw the down payment
they made to receive the product.
Improved Cooking Stoves
• Improved Cooking stoves are
relatively affordable and would not
be a cause for concern.
• From suppliers’ perspective, the
price is too low and in some cases
discourages production.
Solar Home System / Technologies
• The expensive nature of SHS
makes it difficult for the rural
household to pay at ones. Proving
credit as it is practiced currently
makes SHS much more affordable.
Improved Cooking Stoves
• The common food consumed in
the areas visited is porridge.
Therefore, ICS need to reflect the
cooking traditions and habits of
the community.
• Cooking food is also the main
responsibility of females in the
community so communications
with regarded to this need to be
directed to the female.
Solar Home System /
Technologies
▪ Solar products are well received
by the community other than
issues mentioned earlier such as
availability and affordability.
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