Colorado Energy Office Partners with Local Organization to Raise EV Awareness
Empower Media Exchange and the Colorado Energy Office Plugged In to Help Coloradans Drive Change
This summer, Empower Media Exchange (EMX) launched “Plugged In,” a statewide media initiative in collaboration with the Colorado Energy Office, to elevate public understanding of electric vehicles (EVs) and expand access to incentive, rebate and support programs across Colorado.
Through multimedia storytelling, “Plugged In” amplified the voices of Colorado residents who have adopted – or are in the process of evaluating – electric vehicles. The campaign spanned bilingual videos, feature articles, podcast segments and social media content aimed at showcasing the practical benefits of EV ownership, from lower fuel and maintenance costs to reduced emissions and improved local air quality.
Ultimately, “Plugged In” aimed to translate policy into relatable narratives: how real people weigh options, navigate incentives and make decisions about cleaner transportation.
Accessibility and Impact
One of the primary goals of “Plugged In” was to increase awareness about existing state and federal programs that lower barriers to EV purchase and adoption, such as rebates, trade-in programs, charging infrastructure and community grants.
Through its content, the campaign laid out step-by-step guidance regarding who qualifies for which incentives, how to apply and how incentives stack with available utility offerings.
To reach broad and diverse audiences, the campaign also partnered with local community media networks and outlets to go beyond digital-first audiences, aiming to reach rural areas, underrepresented communities and bilingual households. The campaign design intentionally reflected Colorado’s geographic and demographic diversity.
In addition to quantitative campaign metrics, EMX collected qualitative feedback from viewers and community partners who report increased confidence in exploring EV options and greater clarity around policy tools.
By intertwining narrative-driven communication with practical information, “Plugged In” provided a roadmap for awareness and action. Rather than presenting incentives as abstract policy elements, the campaign anchored them in everyday decision-making, making EV adoption feel less like a distant goal and more like a reachable choice.
With recent announcements regarding increased state tax incentives, audiences are encouraged to review the campaign for useful information about the Vehicle Exchange Colorado (VXC) program and other offerings.
Transportation is a leading source of emissions, and the “Plugged In” campaign played a critical role in informing and accelerating Colorado’s transition toward cleaner, more equitable mobility.
