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RAAHI
Driving Change: RAAHI's Communication Campaign for Sustainable Urban Mobility
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The RAAHI project, launched by NIUA and AFD, aimed to transition auto-rickshaw drivers in Amritsar to electric vehicles, promoting sustainable mobility and reducing carbon emissions. This case study explores the innovative solutions applied for the challenges faced in reaching and convincing auto-rickshaw drivers about the benefits of switching to electric vehicles.
The Vision
The vision was to create a communication campaign that effectively conveyed the benefits of RAAHI to auto-rickshaw drivers, addressing their concerns and motivating them to adopt electric vehicles.
Overcoming the Communication Divide: Reaching Out to Auto-Rickshaw Drivers
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The diverse backgrounds and literacy levels of the auto-rickshaw drivers proposed a challenge to convey the project's message in a way that was both understandable and compelling to this diverse group.
The primary challenge was to bridge the communication gap between the project stakeholders and the target audience, the auto-rickshaw drivers. Many drivers were unaware of the project and its benefits, and there were concerns about the economic viability of switching to electric vehicles.
Designing to Communicate
The team adopted a hyperlocal approach, focusing on understanding the needs, aspirations, and concerns of the auto-rickshaw drivers. Through in-depth interviews and surveys, the team identified key barriers to adoption and tailored the communication strategy accordingly.
Six Key Pillars for Driving Change
The campaign focused on six key pillars:
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Financial Benefits: Emphasized the long-term economic advantages of electric vehicles, including reduced fuel costs and increased earnings.
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Family Benefits: Highlighted the opportunities for skill development and job creation for family members through RAAHI's programs.
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Environmental Benefits: Underlined the importance of reducing carbon emissions and contributing to a greener future.
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Improved Quality of Life: Showcased the benefits of electric vehicles for both drivers and passengers, such as reduced noise pollution and improved comfort.
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Government Support: Promoted the financial incentives and subsidies offered by the RAAHI scheme.
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Community Impact: Emphasized the positive impact of electric vehicles on the city's environment and quality of life.
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Success on the Road: RAAHI's Campaign Impact
The campaign successfully reached and engaged auto-rickshaw drivers, resulting in increased awareness of RAAHI and a growing interest in electric vehicles. Many drivers were convinced of the long-term benefits and began exploring the possibility of switching. The campaign also helped to create a positive perception of electric vehicles among the community and set an example for other cities to follow.
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