Electrical Vehicles
Not many people identify with 'typical environmentalists', but an image of 'petrol-heads' admiring a recognised status symbol is likely to resonate more widely beyond the green ghetto.
Creative Commons
WHAT IT SHOWS: Tesla Roadster (an electric vehicle) at a street fair.
Photo by
Wendell (CC BY-NC-ND 2.0)
Principles:
Tell new stories
Understand your audience