AGENCY: For Good and Company
CLIENT: Oregon Electric Vehicle Coalition (Portland General Electric main stakeholder)
ROLE: Director of Strategy and Communications
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 then initiated deep research in the form of focus groups, polling, and surveys to 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.
This campaign authentically and accurately addressed the benefits of choosing electric led to a 35% increase of electric vehicle rebates in Oregon in our target communities.
