The Alliance to Save Energy (ASE) and the Wal-Mart Foundation’s “Drive Smarter Challenge,” which helps the public reduce gas usage, has expanded into the Hispanic market and partnered with NASCAR, said Rozanne Weissman, director of communications and marketing for ASE.
PRWeek’s Ted McKenna originally covered the campaign in a May 16 article called “Nonprofits team up to help public reduce gas usage.”
“When we raised more money, our first priority was to do outreach to the Hispanic community,” Weissman said. The ASE signed with the Hispanic Communications Network in June and introduced Spanish-language PSAs and a song called “Driving and Saving” (”Manejando y Ahorrando”) song, in mp3 and ringtone versions this month. HCN, who worked pro bono on the campaign, also provided Spanish-language print columns with money-saving gas tips to send to Hispanic media. Consumers can also sign up to receive weekly money-saving tips in Spanish via text message.
NASCAR, the 19th partner in the Drive Smarter Challenge, is working with the campaign by including car care tips on its reality television show NASCAR Angels, featuring PSAs during the NASCAR Performance Live weekly radio show, and offering drivers like Sam Hornish, Jr., who hosts for the campaign.