Challenging Generation Z to ‘electrify’ their environment by changingperceptions towards e-Taxis

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Executive Summary

In partnership with Queen Mary College, University of London, Common Purpose approached us to get on board with a project - Q Challenge. We were asked to set a challenge for a team of students to provide a real world solution to a real world problem. Students had regular contact with Electric Blue and had a deadline to deliver final solutions.

About Common Purpose

Common Purpose is a British-founded charity that runs leadership development programmes around the world. Its aim is to improve the way organisations and society work together by developing all kinds of leaders through a programme of diverse challenges and approaches.

The Challenge

How can we secure pledges from local businesses to support the take up of electric taxis? - this supports our Electrify Watford campaign

As evidenced in numerous studies, our continued use of fossil fuels creates a devastating economic, social and environmental toll. When commuters are forced to choose between a fossil fuel powered taxi and electric taxi most would choose the electric taxi. However, there’s a missing piece: taxi drivers are not aware of this demand so they stick to driving gas-guzzling vehicles.

Electric Blue challenged the students to create a scalable campaign to gain commitment from businesses and public taxi users to support those fleets adopting EVs.

Our Solutions

Leveraging the local authorities

The group proposed to leverage the local authorities and its resources to raise awareness about climate change and its impact. In addition, local authorities would also be able to help in installing rules and regulations around the usage of electric cars throughout boroughs.

Electric Blue to run workshops throughout the city

Their next approach to the challenge was for Electric Blue to run workshops to encourage learning and increase awareness of climate change amongst citizens. These workshops would include activities, which enable them to educate taxi drivers and businesses and to build awareness about electric taxis.

Team Photo

Boost marketing strategy

The final solution was focused on boosting Electric Blue’s marketing strategy. The group’s suggestions were to:

  • Make the website more user-friendly and easier to navigate
  • Utilise digital (social media, paid ads) and traditional (billboards) media to build brand awareness
  • Create a stronger strapline/slogan to attract public’s attention
  • Develop an app to make Electric Blue’s services accessible and hassle-free

What was achieved

The students presented their solutions at the end of the programme and received highly positive feedback from Electric Blue and the rest of the panel. They brought new perspective and implementable solutions to the challenge. As a result, Electric Blue will be implementing some of their solutions

‘It was an absolute pleasure to work with the group – they exceeded all expectations. The group delivered a 5-minute presentation that included a campaign video. We were so impressed that we’re using the video on our website!’

Damien McGlue, project manager for Electric Blue

Next steps

Electric Blue has asked 4 students from the group to come on board for 3 months to help with the implementation of their proposed solutions. The students will be involved in:

  • Business development to target local businesses in Waterford
  • Help to create and implement social media campaigns to generate buzz within the community.
  • Replicate the Watford campaign across different cities around London.

In addition, the campaign video that the students produced to drive awareness to the EV-conversion campaign will be published on the main page of Electric Blue’s website. The students will be working with Electric Blue’s marketing team to refine the video before publishing.

Sultana Azmi and Nirvair Bharma are both graduates of QChallenge London and are now interns at Electric Blue. Both of them feel excited about being part of a brilliant team and being able to build on the solutions they proposed for the challenge.

For Sultana, being part of the programme and taking on the challenge proved to be a fulfilling experience. One of her biggest learning from the programme is that being accepting of each other’s differences and turning those differences into the strength of the team is the key to success.

‘Overall, I gained some brilliant friends as team members and some amazing mentors like Damien and Alex who guided us along the way. As an individual skill, I feel like I have a better grasp of leadership and teamwork now. As a team leader it was important to hold the team together whenever it was necessary and throughout the journey, I learned how to act and when to act, which I am hopeful that I can use in the future.’

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