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PUBLIC ENGAGEMENT

Summary

As part of the UK Government’s £100 million Intelligent Mobility Fund, Oxa spearheaded a project to expedite the integration of autonomous vehicles (AVs) on public roads. As the Marketing & PR Manager, I was tasked with overseeing all marketing and communication activity for this 30-month consortium-driven project on behalf of all parties.

Objectives

(1) Branding & Online Presence: Create a cohesive brand identity and maintain an informative and web presence

(2) Engage & Educate: Conduct on-road pilots, offer virtual reality experiences, and gather public feedback on AVs

(3) Press & PR: Maximise exposure, maintain brand consistency, and manage any arising crises

Execution

  • Crafted a unique brand identity and designed vehicle livery for a fleet

  • Developed a project website, managed a blog, and handled project-specific content creation

  • Orchestrated three on-road pilots across Oxford, Birmingham, and London, including a public trial in London

  • Launched a detailed survey to gauge AV service demand, promoted extensively online and in local newspapers

  • Organised educational events, including town hall gatherings and educational talks at research institutions

  • Produced two VR video demonstrations addressing Covid-19 constraints - one in person and one virtual

  • Managed all press and PR efforts, ensuring consistent messaging and brand adherence

  • Designed a crisis management and communication strategy and aided in the drafting of the project's final report

Outcomes

  • Achieved a 16% boost in public trust towards AVs post-trials

  • Broadened outreach via VR demonstrations to include elderly and disabled communities

  • Highlighted the significance of public engagement in future technology service design

  • The project success led to Oxa being appointed to lead another funded project exploring AVs

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