THE OBJECTIVE IS TO REACH APPROXIMATELY FIVE MILLION CONSUMERS, WITH PRACTICAL, BRAND-NEUTRAL INFORMATION ABOUT ELECTRIC VEHICLES (EV)S, CHARGING AND INCENTIVES. THIS TARGET CONSUMER AUDIENCE WILL BE THOSE LOOKING TO PURCHASE A NEW VEHICLE WHO NEED MORE INFO ON EVS TO FEEL COMFORTABLE CHOOSING AN EV. THIS CAMPAIGN IS DESIGNED TO PROVIDE SOCIALLY AND CULTURALLY RELEVANT MESSAGING THAT MAXIMIZES THE IMPACT ON LIGHT-DUTY PLUG-IN VEHICLE (PEV) MARKET TRANSFORMATION. CONSUMER AUDIENCES WILL BE REACHED THROUGH A RANGE OF DIFFERENT CHANNELS, INCLUDING ORGANIC AND PAID MEDIA PLACEMENTS, EXPERIENTIAL EVENTS, DEALERSHIPS, AND COMMUNITY EV ORGANIZATIONS. PLACEMENTS WILL FOCUS ON DIGITAL MEDIA GEO-TARGETED BY ZIP CODE FOR PRIORITY COMMUNITIES.