Background:
The Federal Executive Council approved the Power Sector Recovery Program (PSRP) on March 23rd, 2017. To enhance power sector service delivery and attract private investment, PSRP incorporates financial, operational, governance, regulatory, and policy interventions. A crucial component of PSRP is a nationwide public awareness campaign and stakeholder engagement plan aimed at bridging the information gap, fostering public trust, ensuring message consistency across government agencies, shaping the national discourse on the power sector, and increasing awareness of PSRP objectives and milestones.
The Consultancy Services for Public Communication Campaign under the Power Sector Recovery programme will be implemented under the leadership of the Nigerian Electricity Regulatory Commission (NERC), with regular interaction and coordination with relevant Federal Government of Nigeria (FGN) stakeholders, including the Presidency, Ministry of Power, and Ministry of Finance. In 2020, the World Bank approved a $750 million loan to Nigeria for the program.
Challenges:
PSRP, through the contracting authority, Rural Electrification Agency (REA), required the expertise of a strategic communication firm to implement PSRP’s public awareness campaign and stakeholder engagement plan. The project aimed to address the information gap among electricity consumers, enhance public confidence, ensure uniform messaging across government bodies, drive dialogue on the power sector, and elevate awareness of PSRP goals and benchmarks.
Solution and Activities:
REA engaged Aries Concept to lead in implementing the public awareness campaign for PSRP. A series of strategic communication activities were undertaken:
- Conducted nationwide research to measure public sentiment towards the Nigerian power sector.
- Developed a communication strategy tailored to PSRP objectives.
- Developed PSRP Factsheets covering various topics such as Tariff Policy, Opinion Research, PSRP Programme, Sector Challenges, and Nigeria’s Power Sector Reforms.
- Organized workshops to validate communication strategies and messaging with power sector stakeholders.
- Designed the PSRP website framework and developed content.
- Established social media guidelines for effective online engagement.
- Conducted daily media monitoring of the Nigerian power sector landscape.
- Coordinated workshops for Civil Society Organizations (CSOs) and media outlets.
- Facilitated regular meetings of the power sector communication team.
- Produced video animations and jingles to amplify PSRP messaging.
Results:
- Increased public awareness and engagement with PSRP objectives.
- Enhanced understanding of the Nigerian power sector landscape among stakeholders.
- Strengthened collaboration and coordination among government agencies and stakeholders.
- Improved perception of PSRP and the government’s commitment to power sector reform.
- Expanded reach and impact by developing multimedia content and online platforms.
Client: Power Sector Recovery Programme (PSRP)
Engagement Period: 2020-2024
Summary: Power Sector Recovery Program (PSRP): Aries Concept led a nationwide public awareness campaign to enhance understanding and support for the PSRP’s power sector reforms in Nigeria.