Every day in the Netherlands, 300 people have a heart attack outside of the hospital. That’s why, since the summer, EVBox charging stations in Delft have been equipped with an Automated External Defibrillator (AED). These resuscitation devices can save thousands of lives. Lubbers De Jong had the great task of generating publicity for this collaboration between EVBox, the City AED foundation, the municipality of Delft, and energy company Engie. In this case study, you can read about how we did that and what it resulted in.
Case
Charging Stations
EVBox
RESULTS
The launch of AEDs on charging stations ultimately garnered a lot of attention. De Telegraaf, Algemeen Dagblad, Trouw, Omroep West, as well as industry magazines Skipr and de Nationale Zorggids wrote about the life-saving charging station innovation. The news was also published on various patient platforms. In addition to the publicity success, the reporting also stirred up a lot of interest within EVBox. Council members from other municipalities (such as Zoetermeer and De Bilt) want to follow Delft and discuss the possibilities of equipping charging stations with AEDs in the media. The organization is participating in tenders from various municipalities, while policy makers are also contacting EVBox themselves. This has turned the idea of making AEDs more easily accessible into an important unique selling point in the sustainability of mobility.
CHALLENGE
With the installation of the AEDs, EVBox wants to show that public charging stations have a greater societal value than just charging electric cars. The initiative aims to increase public support for charging solutions in public spaces. But more importantly, AEDs save lives. There is a shortage of AEDs in public locations, and the devices should be easily accessible. Charging stations for electric vehicles are an ideal match for AEDs. For EVBox, this collaboration was a great opportunity to seek publicity with the help of Lubbers De Jong.
STRATEGY AND INSIGHT
Our approach was both strategic and operational. We discussed the strategy and communication framework with the involved stakeholders, including the municipality of Delft, the City AED Foundation, and energy company Engie. To generate as much media attention as possible, Lubbers De Jong used media pitches. We offered the story exclusively to different media outlets before sending out the press release on the day of the unveiling. Since good imagery can play a decisive role in media success, a professional photographer captured the unveiling, and the photos were available for use by the press.
