Launched on yesterday’s Clean Air Day, ‘Plug It In’ aims to jump-start the electrification of the capital
‘Plug It In’ is a new, multi-channel, editorially-led campaign with two objectives: to help Londoners better understand the electric vehicle landscape and to drive forward the electric conversation on a policy level, at both a local and global scale.
Moving beyond the need to simply encourage electric vehicle take-up, the campaign aims to support the development of an entirely new electric eco-system in London that combines clean, affordable energy with the required charging infrastructure.
‘Plug It In’ is supported by commercial partners that share the aims of the campaign, including Uber, and speaks to the environmental engagement of Evening Standard readers. According to recent data from TGI, ES Group readers are 32% more likely than the national average to be interested in reading about environmental issues in print media.
Bringing Londoners along for the ride, the campaign seeks to involve and inspire the city across every touchpoint of the Evening Standard brand from digital, print and live, to further immerse audiences in the many ways they can support the improvement of their city.
A new ‘Plug It In’ hub on the Optimist – the Evening Standard’s digital-first thought leadership platform – will provide a dedicated channel for all content, showcasing news, features and video.
The campaign will also include two live events, the ‘Plug It In’ Expo and the ‘Plug It In’ Summit, convening policy makers and other stakeholders with the express aim of identifying the challenges around London’s green transition and delivering a roadmap to making it happen.
Charlotte Ross, acting editor at the Evening Standard, said: “Thousands of excess deaths in London have been attributed to air pollution; it is an issue that impacts all Londoners. So we’re proud to launch the ‘Plug It In’ campaign to accelerate London’s shift to becoming a green city.
“Building on the Evening Standard’s powerful campaigning heritage, ‘Plug It In’ is another example of our unrelenting crusade to drive positive change in the capital. We’re excited to bring Evening Standard audiences on this journey.”