Driving Clean Assistance Program

The CHDC, in partnership with the California Air Resources Board (CARB), launched the Driving Clean Assistance Program (DCAP), a clean air vehicle incentive program established to help low-income Californians, especially those in underserved, Tribal, and disadvantaged communities, gain access to and purchase clean air vehicles. To help generate awareness of the program and empower income-qualified Californians to inquire about eligibility and ultimately fill out an application, the CHDC reached out to Fraser to create a powerful marketing campaign that would resonate with the intended audience.

Fraser developed the “Power Your Future with a New Clean-Air Vehicle” campaign. The campaign struck the right balance between aspiration and practicality, while spotlighting the financial and environmental benefits of DCAP. Messaging focused on the key incentives of the program and encouraged individuals to learn more about the program, eligibility, and application process. Through paid search, digital video and social media advertising, email marketing, and traditional community outreach via brochures, postcards, and flyers, the campaign increased awareness and trust in the program, as well as interest and intent to purchase a clean air vehicle.