The Oregon Electric Vehicle Coalition realized people in underserved communities were hesitant to consider buying electric vehicles (EVs). After extensive research, we discovered the road block came down to misconceptions.
To myth-bust the main concerns such as cost and reliability, we launched oregoinelectric.com to serve as a hub for all things EV in Oregon from charging station maps to rebate information. To build awareness of this new platform, we developed a digitally-led campaign with the sole purpose of inspiring and educating our audience about the availability and attainability of EVs.
By focusing on leaders in the community and their reasons for choosing electric, the work was threaded with extra layers of authenticity and genuine perspective. Crafting content that accurately and memorably addressed the benefits of choosing electric led to a 35% increase of electric vehicle rebates in Oregon.
