Modifying Misconceptions to
Boost Social and
Environmental Impact
- Agency: For Good and Company
- Client: Oregoin' Electric / Portland General Electric
- Role: Strategic Lead
- First and Third Party Research
- Audience Insights
- Cultural Strategy
- Strategic Position
- Creative Strategy
-
Organic and Paid Social Strategy
- Communications Planning
The Oregon Electric Vehicle Coalition realized people in underserved communities were hesitant to consider buying electric vehicles (EVs) and wanted to create an accessible path to EV ownership in these underserved communities.
Initial research made it clear that there were a lot of firmly held misconceptions surrounding EV ownership in these communities—ultimately preventing that path to ownership. We also understood that in these groups there was distrust from large organizations and any messages had to be authentically sourced and voiced.
We initiated deep research in the form of focus groups, polling, and surveys, and interviews to uncover what those misconceptions were, what would motivate people in these communities to choose electric, and what real EV owners in these communities felt about their vehicles.
We used this first-party research to inform messaging for the campaign, allowing us to pair authentic perspectives with “real people” imagery to myth-bust main concerns such as cost and reliability.
In pairing imagery of real people with authentic messages from real EV owners we were able to create both trust and impact.
By authentically and accurately addressing the benefits of choosing electric we saw a 35% increase of electric vehicle rebates in Oregon within our target communities.
Crafting content that accurately and authentically addressed the benefits of choosing electric led to a 35% increase of electric vehicle rebates in Oregon within our target communities.
