Can mass media campaigns increase demand for renewable energy? Experimental evidence from Senegal

Abstract

This paper examines public investment in mass media campaigns aimed at stimulating market-led growth within the renewable energy sector in a developing country setting. We run a randomized field experiment to estimate the impact of a large-scale information campaign on the adoption of renewable energy technology, which includes clips broadcasted on national radio and print materials distributed in rural villages in Senegal. While the radio campaign primarily influences the number of renewable energy products owned by existing users (intensive margin), the combination of radio and print significantly increases the number of new adopters (extensive margin). However, when scaled nationally, we calculate a meaningful advantage of the radio clips over the print materials in terms of the cost per additional sales of solar lamps. The study further introduces an innovative methodological approach for examining nationally broadcasted information campaigns, offering valuable insights for future research and policy evaluations.