Contents 1. Conceptualise the campaign 04

The performance results from the campaign! Your campaign of the campaign has to objectives should clearly define the be constantly evaluated expected output and outcomes from the against the objectives by campaign. [...] community to understand their concerns and connect • Is the target audience suitable for with them through one- meeting the campaign objectives? on-one and focus group • Do we understand the community discussions (FGDs) and their attributes? Conduct baseline • Have we consulted the right surveys to have a greater community leaders and relevant understanding of the current stakeholders to set the o. [...] Focused on community and public benefits (community interest) The overall tone and message of the campaign defines how the consumers This messaging appeals to the community view the campaign and connect with aspects of consumer behaviour, it. [...] It is important to document the learnings Several challenges and unforeseen executed your campaign! and experience from the campaign to circumstances can hinder the smooth However, your engagement with the • Ensure that the solar ambassadors understand the impact that the campaign running of large campaigns such as community and the consumers does not can continue word-of-mouth had on educating mo. [...] The necessary training • Campaign design: Introduce your • Solar ambassadors not participating after the end of the campaign as the and accompanying material can be stakeholders, campaign activities, actively: Ensure that the solar decision-making cycle for buying RTS is organised and distributed before the communication channels, vendor and ambassadors are motivated around 6–9 months.