Abstract
A significant obstacle for electric vehicle uptake is that consumers lack awareness of EVs and don't yet see them as a viable option. In an effort to raise public awareness of this emerging technology in British Columbia, several partners launched a public outreach campaign called "Emotive - the Electric Vehicle Experience". This campaign plays on the tactile and emotional appeal of EVs and portrays them as fun and exciting. This paper will take you through the development and execution of the campaign strategy, success and challenges to-date, and how outreach efforts are being amplified through community partners and ambassadors across the province.
Highlights
This report summarizes a collaborative public outreach campaign called Emotive - the Electric Vehicle Experience, aimed to raise the profile of electric cars and support market uptake of this new technology in the province of British Columbia, Canada.Electrification of automobiles provides a significant opportunity to decrease greenhouse gas emissions and air pollutants, in British Columbia (B.C.), where 93% of electricity generation is clean energy
A broad collaboration of public, private, academic, and non-profit stakeholders called Plug In BC has been working to lay the groundwork for plug-in electric vehicles and related charging infrastructure in British Columbia
Today’s consumers have a general lack of awareness of electric vehicles (EVs) or understanding that they can be a viable option for when car ownership is necessary
Summary
A significant obstacle for electric vehicle uptake is that consumers lack awareness of EVs and don't yet see them as a viable option. In an effort to raise public awareness of this emerging technology in British Columbia, several partners launched a public outreach campaign called "Emotive - the Electric Vehicle Experience". This campaign plays on the tactile and emotional appeal of EVs and portrays them as fun and exciting. This paper will take you through the development and execution of the campaign strategy, success and challenges to-date, and how outreach efforts are being amplified through community partners and ambassadors across the province
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