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Zero-Emission Vehicle Awareness Initiative

The Pan-Canadian Framework on Clean Growth and Climate Change (PCF) is Canada’s plan to reduce GHG emissions by 30% from 2005 levels by 2030. Given that the transportation sector accounts for approximately 25% of Canada’s GHG emissions, making it the second largest emitting sector in Canada, the PCF includes a commitment for the Government of Canada to work with provincial and territorial governments and industry stakeholders to lay the foundation for coordinated actions at all levels of government and the private sector to put more zero-emission vehicles on the road.

The Government of Canada is steadfast in its belief that electrification is key to decarbonizing our transportation sector and transitioning to a low-carbon future. That is why, the Government of Canada has set ambitious federal targets for  zero-emission vehicles (ZEV) reaching 10% of light-duty vehicles (LDV) sales per year by 2025, 30% by 2030 and 100% by 2040.

Natural Resources Canada supports the effort to transition transportation to lower-carbon options by delivering initiatives designed to increase awareness, availability and use of lower-carbon transportation options.

Buying a vehicle is one of the largest financial decisions that Canadians make. Broad uptake of ZEVs will require transformative societal change and concerted government efforts to address critical impediments. The lack of consumer awareness of ZEVs is one of the key barriers to adoption on a wider scale. Given that ZEVs are fuelled and maintained differently, consumers need to be sensitized to how they work, and have proof that a ZEV can provide an equal or better driving experience and value, compared to a conventional vehicle. Addressing consumers’ awareness and education needs is critical in order to move Canadians through the consumer continuum to ZEV adoption.

To address these challenges, Natural Resources Canada’s Zero-Emission Vehicle Awareness Initiative supports projects that aim to increase awareness of ZEVs through education and outreach; advance knowledge and support capacity-building; increase awareness of public charging and refueling infrastructure activities; and ultimately support a greater adoption of ZEVs by Canadians.

Request for Proposals

The Request for Proposals for Natural Resources Canada’s Zero-Emission Vehicle Awareness Initiative is now closed.

This funding will be delivered through cost-sharing contribution agreements for new projects that aim to address awareness and knowledge gaps among Canadians on ZEV technologies.

The maximum contribution amount payable per project will not exceed $50,000. The Initiative will pay up to 50% of total project costs.

The Initiative expects to select between 6 and 10 projects for funding under this Request for Proposals.

Potential Applicants

Potential applicants should read the Applicant's Guide to learn more about eligibility and other requirements.

To request the Application Package, please complete the Application Package Request Form.

Eligibility Requirements

1. Eligible Recipients

Individuals and legal entities validly incorporated or registered in Canada including not-for-profit and for-profit organizations such as:

  • Electricity or gas utilities
  • Companies
  • Industry associations
  • Research associations
  • Standards organizations
  • Indigenous and community groups
  • Academic institutions
  • Provincial, territorial, regional or municipal governments or their departments or agencies where applicable

International legal entities validly incorporated or registered abroad including for-profit and not-for-profit organizations such as:

  • Companies
  • Industry associations
  • Research associations
  • Standards organizations
  • Academic institutions

2. Eligible Projects

The Initiative will provide funding for new activities that take place in Canada. In the case of an existing activity, the applicant needs to demonstrate how the proposed project will build on, but does not duplicate existing activities.

The following list is not exhaustive and is meant to simply illustrate the type of activities that could address Canadians’ awareness and knowledge gaps on the ZEV technologies. The Initiative encourages innovative projects that address barriers to the adoption of ZEVs in Canada. Proposals could include the following activities, but are not limited to:

  • Developing and implementing a targeted outreach and awareness campaign
  • Establishing a web-based resource and information portal
  • Implementing a test drive and trial program, e.g. ride-and-drive events
  • Establishing showcase facilities including mobile showcases that display ZEVs
  • Implementing an electric vehicle mentor or ambassador program
  • Undertaking actions to increase workplace charging awareness among employees
  • Undertaking actions to increase visibility of charging infrastructure
  • Increasing knowledge of EV charging options and technologies among potential end-users
  • Developing curriculum and/or training material for a target audience
  • Developing best practices guides and educational tools to support targeted audiences

3. Eligible Expenditures

Eligible expenditures for an approved project under the Initiative must be directly related to, and necessary for, the implementation and conduct of the project and will include:

  • Salary and benefits;
  • Professional services;
  • Reasonable travel costs;
  • Capital expenses;
  • Rental fees or leasing costs;
  • License fees and permits;
  • Costs associated with environmental assessments;
  • GST, PST and HST; and
  • Overhead expenses directly related to the project.

4. Non-eligible Expenditures

Costs not considered eligible expenditures under this Initiative will include:

  • In-kind;
  • Land costs;
  • Legal costs; and
  • Costs incurred outside the eligible expenditure period.

How to Apply

Apply by email

NRCan prefers to receive your proposal in electronic format by email at The application form must be submitted as a Word file and the applicant must separately print and sign the attestation page, scanning and sending the signed version as a PDF. Additional supporting documentation, saved as Word, Excel or PDF formats, must also accompany the application.

Note: the maximum size of email attachments to Natural Resources Canada is 10MB. If the submission exceeds the maximum, the applicant may forward their files in a series of emails with the same subject line. Natural Resources Canada is not responsible for the security of the files during transmission.

Having Technical Problems

If you are having technical problems, please contact and provide the following information:

  • first and last name
  • phone number
  • description of the problem or error message of the page where you are experiencing the problem
  • computer operating system and version
  • Adobe Reader version
  • Internet browser and version
  • As much information as possible about the steps you took before you experienced the problem

Apply By Mail

Natural Resources Canada
Zero Emission Vehicle Awareness Initiative
580 Booth Street, 18th Floor
Ottawa, ON K1A 0E4

Where applicants submit a copy of the required files by courier or registered mail postmarked by 23:59 Eastern Daylight Time, September 20, 2019, we request that copies of the required files on a memory stick be included in the package, clearly marked with the name of the organization and the title of the project. If you are submitting by courier, it is recommended that you inform us by e-mail that you are doing so.

It is the applicant’s responsibility to retain proof of the time that the documentation package was sent to Natural Resources Canada. This may be required in the event that Natural Resources Canada does not receive the documentation package by the deadline for reasons that are beyond your control.

Important note: The submission of an application creates no obligation on the part of Natural Resources Canada to provide funding for the proposed project.

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