A group of European companies and NGOs have launched the Electrification Alliance, committed to promoting the value of electricity as the key energy carrier in a decarbonised, energy-efficient, and digital European economy.
The group has published a Declaration, which calls for the reduction of carbon intensity and increased investment in non-emitting technologies, like renewables, energy storage, and smart grids.
The Alliance’s motto— Later is not an option anymore —is a call to action for European countries to switch to renewable energy sources. This change can have a powerful impact on their economies and their citizens’ quality of life.
The Electrification Alliance hired The Right Street in 2021 to run a campaign aimed at policymakers, with the goal of persuading them of the value of electrification and motivating them to support it with an adequate policy framework.
Since the campaign proved to be a success, it was continued in 2022.
As an additional objective, the Electrification Alliance wanted to create a Twitter community that would identify with and look toward the Alliance as its point of reference.
The campaigns we did included a strategic analysis of the target audience, a plan that relied on multiple channels—including the website, multiple videos, a dedicated Twitter channel and a digital event—and a host of other features.
TRS developed messages and supporting content for all the platforms, while continuously monitoring the impact of the campaign. By doing this we were able to successfully engage policymakers at various European institutions.
In addition to the strong results we saw during the 2021 campaign, the TRS team produced a collection of news-like videos on alternative futures.
The TRS team also coordinated and synthesised the messages of 10 different associations into a coherent communication plan over the course of 2021 and 2022.
The #ElectrifyNow! campaign ran for nine months and had many positive outcomes:
To prepare for our 2022 social media campaign, we applied the best practices that we learned from our previous campaign. We had a very successful outcome:
To accompany the campaign efforts, we revamped the entire website:
During 2022, the TRS team built up the social media and online presence of the Electrification Alliance. We are excited to continue campaigning for an electrified future in Europe in 2023.
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