Consistent access to electricity can drastically change the health, wellbeing, and economic success for families. The Millennium Challenge Corporation, through their compact with the Government of Malawi, drastically expanded electric infrastructure and service to millions of Malawians in regions where less than 10% of the population had access to electricity. We worked with Millennium Challenge Corporation on their closeout communications plan that needed to demonstrate the breadth and impact of the investment, as well as communicate nuanced tariff reforms to the general public.
We worked with Millennium Challenge Corporation staff and contractors across time zones to collaboratively design a communications plan for both Malawians and U.S. Government stakeholders. This involved creating audience segments, and specific tactics for each audience segment. Further, we ensured that we engaged with sector and technical specialists to convey complex details through creative communications.
The campaign reached over 18 million Malawians and key U.S. stakeholders, translating complex infrastructure and tariff reforms into accessible messages. By showcasing the tangible benefits of electricity—improved health, education, and economic opportunity—the effort built public trust, celebrated MCC’s $350.7M investment, and reinforced long-term commitment to expanding energy access.