E85 Campaign - United States
In July 2003, the State of Wisconsin (USA), the National Ethanol Vehicle Coalition, (NEVC) and General Motors (GM) Corporation launched a 6-state public awareness campaign to promote greater use of corn-based ethanol fuel, E85, as an alternative to gasoline. In addition to Wisconsin, Missouri, Colorado, Minnesota, Michigan, and Illinois are participating in the education campaign, whose strategies include direct mailings, promotional materials, and online information for retailers and consumers. The public awareness effort is part of a 2-year partnership with NEVC focussed on increasing E85 use in flexible fuel vehicles (FFVs), which can use either E85 or gasoline. One official at GM, which produces FFVs, said "We want to educate and encourage industry and consumers to use E85 in their GM flexible fuel vehicles whenever possible."
Communication Strategies
E85, which is 85% ethanol and 15% gasoline, is made from domestically produced corn. Its price and performance are similar to that of regular gasoline, but - according to organisers - ethanol is renewable, produces fewer emissions, and helps reduce demand for imported oil.
The direct-mail programme, called "I Fuel Good," addresses owners of 2002 and 2003 model year GM flexible fuel vehicles by giving them a US$40 debit card that can be used to purchase E85 fuel. Owners also receive E85 informational literature, a list of E85 refueling stations in their area, a window sticker, and a T-shirt. In addition, participating GM dealers receive assistance in educating customers about the benefits of using E85.
The E85 campaign website is another strategy for education and advocacy. Here, signs, stickers, posters, hats, keychains, and other materials are available for sale. One message appearing on these materials is "made in the USA", which evokes the idea that supporting clean-burning E85 is not only good for the environment - it enhances the nation's economy and energy independence. That is, organisers hope to draw on consumers' desire to act patriotically when choosing how and where to purchase transportation fuel. Informational newsletters, a glossary of terms, and a list of retailers who sell E85 are also included on the site.
The direct-mail programme, called "I Fuel Good," addresses owners of 2002 and 2003 model year GM flexible fuel vehicles by giving them a US$40 debit card that can be used to purchase E85 fuel. Owners also receive E85 informational literature, a list of E85 refueling stations in their area, a window sticker, and a T-shirt. In addition, participating GM dealers receive assistance in educating customers about the benefits of using E85.
The E85 campaign website is another strategy for education and advocacy. Here, signs, stickers, posters, hats, keychains, and other materials are available for sale. One message appearing on these materials is "made in the USA", which evokes the idea that supporting clean-burning E85 is not only good for the environment - it enhances the nation's economy and energy independence. That is, organisers hope to draw on consumers' desire to act patriotically when choosing how and where to purchase transportation fuel. Informational newsletters, a glossary of terms, and a list of retailers who sell E85 are also included on the site.
Development Issues
Environment.
Key Points
Organisers cite evidence to support the claim that 85% ethanol can reduce pollution. Government tests, they say, have shown that E85 vehicles reduce harmful hydrocarbon and benzene emissions when compared to vehicles running on gasoline. E85 can also reduce carbon dioxide (CO2), a greenhouse gas and contributor to global warming.
Today, the United States imports more than half of its oil; organisers say that overall consumption continues to increase. They hypothesise that ethanol made from corn reduces the demand for imported oil by 98,000 barrels per day - representing a US$1.1 billion annual reduction in the country's trade deficit.
Organisers say that the market for E85 has increased 10-fold during the past five years, to about 10 million gallons a year. In the future, producers will be able to make ethanol from biomass such as corn and wheat stalks and forestry waste.
Formed in 2000, the NEVC is a nonprofit coalition composed of interested individuals and a wide range of organisations, including state and local interest groups, state and local elected officials, ethanol producers, vehicle manufacturers, corn growers, and ethanol suppliers. Its mission is to "promote the use of 85 percent ethanol as a renewable form of alternative transportation fuel while enhancing agricultural profitability, advancing environmental stewardship and promoting national energy independence."
Today, the United States imports more than half of its oil; organisers say that overall consumption continues to increase. They hypothesise that ethanol made from corn reduces the demand for imported oil by 98,000 barrels per day - representing a US$1.1 billion annual reduction in the country's trade deficit.
Organisers say that the market for E85 has increased 10-fold during the past five years, to about 10 million gallons a year. In the future, producers will be able to make ethanol from biomass such as corn and wheat stalks and forestry waste.
Formed in 2000, the NEVC is a nonprofit coalition composed of interested individuals and a wide range of organisations, including state and local interest groups, state and local elected officials, ethanol producers, vehicle manufacturers, corn growers, and ethanol suppliers. Its mission is to "promote the use of 85 percent ethanol as a renewable form of alternative transportation fuel while enhancing agricultural profitability, advancing environmental stewardship and promoting national energy independence."
Partners
NEVC, GM, State of Wisconsin.
Sources
Public Broadcast Systems' (PBS) MotorWeek television special on E85, viewed on September 2 2003; and "State of Wisconsin, National Ethanol Vehicle Coalition, General Motors Kick-off Multi-State E85 Public Awareness Campaign" on GM site; and Campaign site.
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