CASE STUDY
California Air Resources Board
“CARB Compliance” Emissions Awareness Campaigns.
Services Provided:
Multilingual Marketing
Media Planning & Placement
Partnership Building
Strategic Planning
Public Service Messages
Media Relations
The Challenge.
CARB needed to communicate new emission regulations for trucks and buses across California. The challenge was reaching a diverse audience—including multilingual and mobile communities—while making the rules easy to understand and follow.
Our Approach.
We launched a multilingual campaign targeting truck and bus operators through a mix of traditional and digital channels, making sure information was accessible in English, Spanish, and Punjabi. We kept the message simple and direct, using targeted ads, strategic partnerships, and community-focused outreach to drive compliance.
The Results.
- 368% increase in website traffic and significant rise in inquiries.
- Registration compliance surged during the 2018-2020 period.
- 2023 print ads in Punjabi generated over 45,000 impressions.
- Over 361,000 impressions from digital TV ads in 2023 alone.
368% increase in website traffic during the campaign’s initial phase.
See the campaign in action.
