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Information campaign on eletric mobility
Published on 09 December 2019
Portugal
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About this good practice
There are several well-known obstacles to the adoption of electric mobility. The lack of information, which is a regular market failure in a wide range of activities, is also a major obstacle for electric mobility.
To counter a generalized lack of information on electric mobility, an integrated information campaign for electric mobility in the Azores was designed based on an anchoring web page and complemented by short videos, posters and seminars. This material is prepared for different topics and made widely available, namely through broadcast on television and social media.
Different media not only reach different stakeholders but also allow for specific interaction. Television, for instance, may reach a large audience, but social media allows for better targeting, feedback and community building. By always redirecting viewers to an anchoring web page, it is easier to find and provide complete information.
The campaign is managed by a multidisciplinary team composed of communication and energy specialists and based on frequently asked questions by the general public with the energy specialists providing the necessary technical background and the communication experts adapting that technical information to the message to be conveyed.
Final preparation of information material, such as design or video production, can be successfully handled by specialized companies.
To counter a generalized lack of information on electric mobility, an integrated information campaign for electric mobility in the Azores was designed based on an anchoring web page and complemented by short videos, posters and seminars. This material is prepared for different topics and made widely available, namely through broadcast on television and social media.
Different media not only reach different stakeholders but also allow for specific interaction. Television, for instance, may reach a large audience, but social media allows for better targeting, feedback and community building. By always redirecting viewers to an anchoring web page, it is easier to find and provide complete information.
The campaign is managed by a multidisciplinary team composed of communication and energy specialists and based on frequently asked questions by the general public with the energy specialists providing the necessary technical background and the communication experts adapting that technical information to the message to be conveyed.
Final preparation of information material, such as design or video production, can be successfully handled by specialized companies.
Resources needed
Multidisciplinary team with energy and communication specialists (20k€/year);
Anchoring webpage, where information will be centrally available and integrating the whole information campaign (25k€);
Complementary resources such as video design , can be successfully subcontracted (5k€/year).
Anchoring webpage, where information will be centrally available and integrating the whole information campaign (25k€);
Complementary resources such as video design , can be successfully subcontracted (5k€/year).
Evidence of success
Increased presence on social media (+180% visitors/semester) as well as frequently asked questions that tend to evolve to more complex and/or specific situations. Feedback from several stakeholders, such as electric vehicle dealers, also report on the influence of the campaign (yearly EV sales from less than 5 to over 50 in 4 years). Visits to the anchoring website have also been steadily increasing (reaching now 2500 visits/month) as a result of around 58 awareness-raising actions.
Potential for learning or transfer
Electric Mobility has the potential to provide the population a better and healthier lifestyle, contributing at the same time to an increased renewable energy penetration.
High potential for transfer, given the relatively low-cost and high impact. Most entities already possess the required resources but do not allocate them to an integrated information campaign. Also, the content of most of the material has already been thoroughly optimized and can be easily adapted to other regions.
Likewise, the Azores integrate several European projects and initiatives that enable them to share information and to be part of a network that promotes the electric mobility and the energy efficiency (e.g. the Clean Energy for EU Islands).
High potential for transfer, given the relatively low-cost and high impact. Most entities already possess the required resources but do not allocate them to an integrated information campaign. Also, the content of most of the material has already been thoroughly optimized and can be easily adapted to other regions.
Likewise, the Azores integrate several European projects and initiatives that enable them to share information and to be part of a network that promotes the electric mobility and the energy efficiency (e.g. the Clean Energy for EU Islands).
Further information
Website
Good practice owner
You can contact the good practice owner below for more detailed information.
Organisation
Directorate for Energy - Azorean Government
Portugal
Região Autónoma dos Açores
Contact
Technician