This G-SEARCh consortium case study details PowerGen Renewable Energy's gender-focused marketing campaign in Sierra Leone, which aimed to encourage existing customers, particularly women, to use more electricity. PowerGen, in collaboration with AHL Venture Partners and Value for Women, developed a gender-focused marketing campaign with multiple objectives: to attract new customers (especially women home business owners); encourage existing customers to use more electricity for household and home business activities; Identify women’s marketing preferences, and “Plant the seeds of change” in the community’s mindset about women’s
equal access and use of electricity.