Electric Legacy: a driver centered campaign to promote electric freight

About This Project

Summary

Medium and long haul diesel powered trucks are 5% of the vehicles on the road — an d cause 25% of planet warming pollution. While EV sales are picking up, there remains a lot of distrust, disinformation and doubt across the trucking industry about adoption clean electric trucks, a huge blocker to transitioning the industry. The strategy behind Electric Legacy is to center real young, diverse drivers as authentic, trusted storytellers and champions for the clean electric trucking future.

Goals & Objectives

A major goal was to shift the conversation about electric trucking from a wonky and technical conversation to one that is more aspirational, emotional, and rooted in the experiences of diverse drivers. We recruited three drivers to experience electric for the first time — and share their story.

Results & Impact

Through 15s, 30s, 60s videos and graphic ads, 3-4 million transportation professionals in 10 States have been touched by the Electric Legacy campaign, through paid media and organic promotion. In testing, our videos are moving audience to say they want the industry to transition to electric faster.