Chevrolet Volt: Carbon Reduction Initiative

Changing Perceptions Through Action

Chevrolet was launching the Volt plug-in hybrid in 2010, but had a perception problem: environmentally-conscious EV buyers weren't considering Chevy. The brand needed to prove its commitment to sustainability went beyond building an electric car.

We helped communicate Chevrolet's $40 million Carbon Reduction Initiative—the largest voluntary corporate carbon offset program at the time. The goal: prevent 8 million metric tons of CO2 from entering the atmosphere by 2015, equivalent to the annual emissions from Chevy's entire U.S. fleet. The initiative supported clean energy projects nationwide—from campus energy efficiency upgrades to helping truckers reduce idling emissions. We created content showcasing these real-world projects and their tangible impact.

Impact: Chevrolet became the largest U.S. corporate buyer of voluntary carbon credits for two consecutive years. The initiative hit its 8 million metric ton goal by 2015 and pioneered new carbon credit methodologies for universities that continued beyond the program. It successfully repositioned Chevy with the educated, environmentally-conscious demographic the Volt was designed to reach, supporting the launch of one of the most awarded EVs in automotive history.