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Zero Emission Vehicle Awareness Initiative

NEW! Integro, NRCan’s secure online application platform, is now available for submissions to the Zero Emission Vehicle Awareness Initiative. See below under “How to Apply” for details.

In its strengthened climate plan, A Healthy Environment and a Healthy Economy, the Government of Canada commits to “Making clean, affordable transportation and power available in every community”, and in April 2021, Government increased its targets for emissions reductions under the Paris Agreement to 40-45% below 2005 levels.

Transportation accounts for about 25% of Canada’s total greenhouse gas (GHG) emissions. Driving down transportation emissions is critical to achieving the Government’s more ambitious climate change commitments and is consistent with the global shift toward zero-emission vehicles. That is why the Government of Canada has set a mandatory target for all new light-duty cars and passenger trucks sales to be zero-emission by 2035, accelerating Canada’s previous goal of 100 percent sales by 2040.

The Government has already invested over $1 billion to support increased zero-emission vehicle adoption. However, to ensure Canada gets to this goal, and to provide certainty about the pathway to get there, the Government will pursue a combination of investments and regulations to help Canadians and industry in this transition.

ZEVs are vehicles that can be driven without producing polluting exhaust, and include fully battery electric, plug-in hybrid electric, and hydrogen fuel cell electric vehicles. Given that ZEVs are “fuelled” and maintained differently, Canadians often lack direct exposure to how they work, and proof that a ZEV can provide an equal or better driving experience and value when compared with a conventional internal combustion engine vehicle.

Nationwide surveys consistently show that this lack of awareness, knowledge and public confidence in ZEVs is a key barrier to adoption on a wider scale. Therefore, addressing gaps in ZEV knowledge and experience for consumers and businesses is critical to supporting Canadians through the decision making process to purchasing a ZEV.

To address these challenges, Natural Resources Canada’s Zero Emission Vehicle Awareness Initiative (ZEVAI) supports projects that aim to increase awareness, knowledge and public confidence in ZEVs and public charging and refueling infrastructure. ZEVAI helps fund outreach, education and capacity-building activities, ultimately enabling greater adoption of ZEVs by Canadians in all regions of the country, including the North, Prairie Provinces, Atlantic Canada and on a national scale.

Call for Proposals

Natural Resources Canada’s Zero Emission Vehicle Awareness Initiative is now accepting applications for funding until August 16, 2021 at 23:59 (Eastern Daylight Time) for projects to be completed no later than March 31, 2023.

This Call for Proposals seeks proposals for new and innovative projects that aim to address awareness and knowledge gaps among Canadians and businesses on ZEVs and ZEV technologies, including battery electric, plug-in hybrid electric and hydrogen fuel cell for light, medium and heavy-duty on-road, off-road, and micro-mobility solutions.

  • For projects with for-profit organizations, the maximum amount payable by this program can be up to 50% of total project costs.
  • For projects with not-for-profit organizations or provincial, territorial, regional or municipal governments or their departments or agencies where applicable, the maximum amount payable by the program can be up to 75% of total project costs.
  • For projects where the proponent is an Indigenous organization, Indigenous community or a registered Indigenous business, the maximum amount payable by this program can be up to 75% of total project costs, regardless of whether they are for-profit or not.

The table below shows the maximum NRCan contribution amounts. Minimum NRCan contributions are also included.

Organization Type ZEVAI Contribution for Projects Completing Before  March 31, 2022 * ZEVAI Contribution for Projects Starting Before March 31, 2022 and Completing by March 31, 2023 **
For-profit organizations Minimum: $50,000
Maximum: $100,000
Minimum: $100,000
Maximum: $200,000
Not-for-profit organizations, governments or Indigenous applicants Minimum: $50,000
Maximum: $150,000
Minimum: $100,000
Maximum: $300,000

Proposals must be clear as to whether a project will be completed before March 31, 2022 or between April 1, 2022 and March 31, 2023.

*  NOTE: A project cannot incur Eligible Expenditures before the signing of an agreement with NRCan, as per the Applicant’s Guide (please see Sections 1.7 and 1.8).

** NOTE: For projects that will be completed after March 31, 2022, Eligible Expenses must be incurred both before and after March 31, 2022, and NRCan targets the negotiation of project expenditure schedules that will claim a minimum of 30% of NRCan’s total contribution before March 31, 2022.

The Government of Canada and ZEVAI are committed to increasing diversity and inclusion in all sectors and areas of activity. Therefore, ZEVAI encourages applicants to highlight aspects of project proposals that will advance all forms of diversity and inclusion (e.g. racial, gender, linguistic) within project teams and project outcomes.

Potential Applicants

Potential applicants should read the Applicant's Guide to learn more about eligibility and other requirements. Please see below under “How to Apply” for details on how to access the complete Applicant’s Guide and submit project proposals.

Eligibility Requirements

1. Eligible Recipients

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

  • Electricity or gas utilities
  • Private sector companies
  • Industry associations
  • Research associations
  • Standards development organizations
  • Indigenous and community groups
  • Canadian 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

Through ZEVAI, NRCan will provide funding for new and innovative ZEV awareness and education activities that are to take place in Canada. Under this Call for Proposals, ZEVAI will not fund repeat or extended projects (same deliverables, audience, location) that were previously undertaken by an applicant organization.

Proposed projects could include, but are not limited to, the following activities:

  • Developing and implementing a novel targeted outreach (e.g. MURB residents, new Canadians) and awareness campaign
  • Establishing a web-based resource and information portal
  • Implementing a test drive and trial program (e.g. ride-and-drive events in underserved areas)
  • Establishing and operating showcase facilities including mobile showcases that display ZEVs and charging infrastructure
  • Implementing an national or regional electric vehicle mentorship or ambassador program
  • Undertaking actions to increase workplace charging awareness among employees across multiple companies
  • Undertaking actions to increase physical and online visibility of charging infrastructure
  • Increasing knowledge of EV charging options and technologies among potential end-users such as commercial fleets
  • Developing curriculum and/or training material for a target audience such as truck drivers or auto dealers
  • Developing best practices guides and educational tools to support targeted audiences or for all Canadians (national scale)
  • A series of in person (if and when permitted by local health authorities) and virtual meetings, presentations, technology demonstrations or other events (with remote attendance options)

How to Apply

All ZEVAI applicants are now encouraged to use Integro, NRCan’s secure online application platform, for the submission of proposals. Please click here to access the Integro platform through NRCan’s eServices Portal.

If you are unable to submit your application using the Integro platform, applications will be accepted by email at If submitting by email, the application form must be provided 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.

Application Package

The detailed ZEVAI application package is now available online, or by sending an email request to with “Zero Emission Vehicle Awareness Initiative – Request Application Package” in the subject line.

Please include the following information in your email request:

  • Primary contact first and last name
  • Organization
  • Mailing address
  • Primary contact telephone number
  • Primary contact email address
  • Project name
  • Project Summary (Max 200 words)

Having Technical Problems

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

  • First and last name
  • Telephone 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

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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