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The Department for Transport (DfT) has confirmed it will be launching a communications campaign in January to promote the benefits of electric cars. An awareness campaign is something the BVRLA has called for, and the association has participated in workshops with core departments to help inform the campaign.
Materials and activities are consumer facing with the primary audience being those seen as most likely to transition to electric cars. This is mid-high earning households with a driveway that are considering buying new car in next five years. The secondary audience will be buyers aged over 55 who are considering whether to get new or used vehicle.
Materials are being designed to have broad appeal beyond those core audiences and are expected to feature across digital, TV and print advertising spaces. Wider activations are also under consideration and open for industry collaboration.
Examples of such activities could include supporting test-drive activity or working on digital materials that help to share positive driver stories or ‘bust’ common EV myths.
Members wishing to hear more about the campaign and potentially explore how to get involved should email [email protected].
