When it came to air quality issues, Colorado’s new auto dealers were not necessarily seen as part of the solution. But in reality the new vehicles they sell are much cleaner and greener compared to older cars still on the road.
SE2 helped the auto dealers to launch and market the Clear the Air Foundation, a nonprofit organization that educates the public on the realities of car emissions and encourages people to recycle old vehicles. Beyond traditional media outreach, SE2 recognized that the Denver Auto Show offered an opportunity to demonstrate the foundation’s dedication to clean air to the hundreds of thousands of attendees. With the help of a recycling video, a crushed 1981 sedan, creative signage and a display case of products made from recycled automobile parts, we captured the public’s attention and effectively illustrated the key message, “A new car is a clean car.”
The foundation and the concept behind it has been a hit with the media and the public. The foundation’s goal is to remove 1,000 high-polluting cars off the road this year.