Powering Progress: Solutions for Expanding the Electric Vehicle Market

In this project, my group and I represented the Electric Vehicle Association to make the business case for investing in universal charging stations in working-class neighborhoods across Chicago. We analyzed the macroeconomic challenges facing the EV industry, evaluated communication strategies from key players like Rivian and Tesla, and developed a campaign centered on accessibility, transparency, and community engagement to rebuild consumer trust and support sustainable industry growth.

Communication Material - Video Advertisement

The Powering Progress campaign is designed to reach working-class Chicagoans across neighborhoods like Little Village, Englewood, and Austin, making EV infrastructure accessible, practical, and community-driven. This 35-second video ad aims to establish awareness and excitement around the rollout of new EV charging stations citywide. It emphasizes that every neighborhood is part of Chicago's future in terms of clean energy. The messaging is bold, direct, and action-oriented. It uses inclusive language like "It's time to power up, every neighborhood" and "It is time to plug in, Chicago" to engage viewers without singling out or alienating any group.

The ad is scheduled to run during the first phase of station installations, with a 6-week push across local TV, YouTube pre-roll, and geo-targeted social media ads. Media buys will prioritize local news programming and digital platforms that reach commuters and community-minded residents. This ad ties into the broader Powering Progress campaign by repeating its key pillars of accessibility, equity, and forward momentum, helping to shift public perception of EVs from luxury to mainstream and making clean transportation feel like a shared citywide achievement.