The Zero Emission Transportation Association (ZETA) is a public interest non-profit with over 50 member companies advocating for 100% electric vehicle (EV) sales by 2030. As a diverse, non-partisan coalition ZETA coordinates public education efforts and federal policy development to promote electric vehicle adoption with the goals of creating electric vehicle manufacturing jobs, better serving consumers, improving air quality and public health, and significantly reducing carbon pollution.

ZETA launched in November 2020 with the mission of supporting 100% EV sales by 2030. In order to accomplish the ambitious goal of decarbonizing the US transportation sector in just a decade, ZETA focused its efforts in two distinct avenues: (1) developing and advocating for national policies to support domestic EVs growth and adoption and, (2) educating the public about the numerous benefits of EVs. ZETA called on DG+ to support its initial launch and to subsequently grow public and political awareness about the benefits and urgency of an all-electric future.

The DG+ team began working with ZETA prior to its 2020 launch in order to build a strong foundation to support its lofty goals. The first phase of the launch entailed developing a comprehensive press kit and supporting materials including brochures, infographics, website design, and shareable collateral. The second phase entailed honing the “ZETA voice” through key messaging and positioning, which helped streamline their external communications and support their rapid internal growth. The latest phase has included a website refresh to improve usability and scalability, a highly targeted public awareness campaign, and continued press and communications support as their target issue gains traction on the national stage.