Monrovia – The European Union Delegation (EUD) to Liberia, in collaboration with the Government of Liberia through the National Authorizing Office (NAO) of the Ministry of Finance and Development Planning (MFDP), has officially launched the Communication and Visibility (C&V) component of the Rural Electrification Program Prioritizing the South-East— Light Up South East (LUSE) —by awarding a strategic communication contract to local media firm In Profile Daily (IPD) Inc.
The official signing ceremony took place on April 17, 2025, followed by two kick-off meetings with key stakeholders—first at the NAO office with representatives from the Rural and Renewable Energy Agency (RREA) and the Ministry of Mines and Energy (MME), and later at the EU Delegation.
This initiative aims to enhance public awareness and community engagement in the EU-funded LUSE project, which seeks to expand and provide the much–needed access to reliable and affordable electricity to Liberia’s underserved southeastern counties of Grand Bassa, Sinoe, and Grand Kru. The project is being financed under the 11th European Development Fund (EDF).
Ambassador Nona Deprez, Head of the EU Delegation to Liberia, commended IPD for winning the contract through a competitive process. “Communication and visibility are important pillars of the EU’s infrastructure investments in Liberia,” she said. “We trust IPD’s expertise to build meaningful relationships with local communities, leaders, and the broader public while ensuring transparency and clarity around the project’s objectives.”
The Deputy National Authorizing Office, Counsellor Martus K. Williams, echoed similar sentiments, emphasizing that effective communication is essential for maximizing community participation. “When people understand a project’s purpose and benefits, they are more likely to support and take ownership of it. Awareness creates ownership, and ownership fosters project success,” she noted.
The collaboration between the NAO, which is the contracting authority, and IPD involves several other communication and visibility activities to be executed by contractors implementing the LUSE Project across the target counties. Activities will include media campaigns, public events, town hall meetings, stakeholder engagements, and targeted outreach with government officials, contractors, and residents.
Mr. Carlton Boah, founder and general manager of In Profile Daily, expressed enthusiasm and a deep sense of responsibility. “While this is a significant venture for us, we are fully committed to its success. Our communication strategy will go beyond traditional methods to include innovative and community-driven outreach,” he said.
The decision to award the contract to a Liberian media firm is part of a broader effort to promote local capacity-building, community trust, and sustainable engagement. The Project’s Key Expert Mr. Y. Solomon W. Watkins, presenting on behalf of IPD, highlighted the firm’s extensive background in development communication dating back to 2008. “This project is not just about visibility—it’s about making sure communities are informed, involved, and inspired to be part of their own development journey,” he remarked.
As Liberia advances its rural electrification agenda, this innovative communications effort aims to ensure that the people most affected by the LUSE project are not just informed—but actively engaged in shaping its success.
