The Canadian Automobile Association (CAA) launched a national public awareness campaign to spark curiosity about zero emission vehicles and help lessen Canadians’ concerns about EV batteries and affordability.
Electric vehicles have come a long way in the past decade, but there is still a lot Canadians feel they don’t quite understand, like affordability, range, battery life, and charging station accessibility. CAA wanted to find a way to reach out to Canadians and let them know that while EVs can seem complicated, owning and driving one doesn’t have to be.
Instead of using more facts and terms that are hard to understand, CAA’s partner agency One Twenty Three West created a campaign that describes what many of us are probably already thinking. Basically, that “there are electric bits in here somewhere that do something, but I don’t really know how it works.”
This led to short videos that show how real people – not experts – might describe the inner workings of an electric vehicle, with a link here to learn even more about electric vehicles and other zero-emission vehicles.
“Electric vehicles can be complicated. We wanted to find a way to demystify them that doesn’t overwhelm people,” says Ian Jack, vice-president, public affairs at CAA National. “This campaign aims to put a real spotlight on the public education work CAA has already been doing on EVs for many years. Our goal is to provide unbiased information about electric vehicles so Canadians can make the best decision for them.”
The campaign launched on March 15, 2021, across Canada on social media, driving traffic to the CAA website to learn more. https://www.caa.ca/sustainability/electric-vehicles/