Tell others to see http://www.thesolarvillage.com/ .
The start of the Green movement came out of Freiburg. Essentially Freiburg was the birth place of the major environmental movement. In 1992 Freiburg was designated the environmental capital of Europe. Freiburg is now rated number one in solar installations. This gets noticed by the wider public. They then start participating. In this is a nucleus for identity with this new and special idea. People are then able to connect their own identity to this solar thing.

The hardest thing is always money. Solar is one of the most expensive forms of energy. You have to raise funds for this. The enthusiam of individuals then becomes important. For example the solar panels on the soccer pitch in Freiburg was financed by allowing citizens to buy shares of the installation. Each citizen then became small scale electricity producers. It being in such a renowned location allowed people to see their electricity production. This type of joint ownership scheme has now been widely replicated throughout the world.

As necessary preconditions of success you have to have reasonable costs (10% is something people are prepared to pay), things must be comfortable and fit with the lifestyle, and finally control is required so that people feel like they have security. (less info)