According to the World Bank, solar energy and lighting demand is growing in Tanzania, where a lot of rural households depend on low quality solar lanterns and other electric products for light.

A new campaign, called “shine with solar, it is the complete deal” (Ngaa na Sola – Ndo Mpango Mzima) has been created by the World Bank-IFC to raise consumer awareness about the advantages of modern quality solar off-grid lighting.

The education program is designed to help people make correct decisions regarding solar energy generation, and will also offer consumers a wide range of products that meet Lighting and Global Quality Standards.

The campaign will also be advertising a new “Pay as you go” business model service, in the form of a mobile money platform that allows consumers to pay for PV products in small instalments.

Tanzania’s secretary for ministry of energy and minerals James E. Mdoe said at the launch: “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.”

He continued: “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 that will be useful in restoring consumers’ confidence.”

The Lighting Africa project is being rolled out in ten sub-Saharan African countries, and to date the program has enabled approximately 20.5 million people to meet their electricity needs with solar lighting, charging and other general electricity needs.