As electric vehicles begin to populate Australia, knowledge is replacing EV naivety. But few Australians know that many electric vehicles can be discharged as well as charged. They can give their electricity to others. Electric cars do good for the planet, but they can also do good for communities in need.
TBWA\Sydney and mycar Tyre & Auto are bringing this fascinating piece of knowledge to the fore in their latest People First initiative. Launching this month, the mycar Chargers are calling all Australian EV owners with vehicle-to-load (V2L) capabilities, to sign up and join the community-focused effort. EV drivers who sign up will be sent to emergency areas (once deemed safe to enter), where they can give their car’s battery power to people in need, by simply plugging items into their vehicle.
The mycar Chargers recruitment campaign will roll out across earned, owned and paid media channels this month, with the official Chargers trial taking place across NSW, VIC, QLD and ACT this summer (Nov 2024 – Jan 2025).
Clinical psychologist and behavioural expert, Jaimie Bloch, commented, “Technology and electrical power play an integral part in our everyday lives, especially in how we support our mental well-being. Many Australians would feel isolated, disconnected and overwhelmed without access to power. Power is what connects us to the community and the vital resources that help us feel safe and connected, bringing a sense of normalcy.”
Archana Murugaser, creative director at TBWA, added, “Our most valuable lessons came from speaking to people who had experienced a natural disaster firsthand. They spoke to us about how simply using their baby monitor, making their morning coffee or charging their phone to call family and friends would have made a world of difference to them at the time.”
Adele Coswello, chief customer officer of mycar Tyre & Auto, stated, “As a company that truly lives our People First promise, we wanted to raise awareness of the benefits of discharging an EV. Unsurprisingly our research shows EV drivers are very open to supporting their community in times of need.”
Simon Hayes, creative director at TBWA, added, “This really is a first of its kind and we’re literally building this community from the ground up. The mycar Chargers are launching as a trial but the ambition is that they become a useful asset for emergency services as another crucial part of recovery efforts.”
Australian EV drivers with a V2L-enabled vehicle can take part in the trial by registering at mycar.com.au/thechargers.
Credits
Client: mycar Tyre & Auto
Creative Agency: TBWA\Sydney
PR Agency: Eleven
Production Company: BOLT
Director: Lachlan French
DOP: Jack Shepherd
Photographer: Dan Gosse
Media Agency: Hearts & Science
