mycar Tyre & Auto, Australia's largest tyre and servicing provider, has launched a new initiative in collaboration with TBWA Sydney and Eleven. The initiative, dubbed 'The Chargers', is a program that recruits and mobilises electric vehicle (EV) owners to use their vehicles as power sources for communities affected by natural disasters. The Chargers recruitment campaign will be rolled out across earned, owned and paid media channels.

The official Chargers trial will take place across NSW, VIC, QLD and ACT from November 2024 to January 2025. EV drivers who sign up will be deployed to emergency areas, where they can provide power to people in need by plugging items into their vehicle. This initiative is part of mycar's 'People First' platform.

"Technology and electrical power play an integral part in our everyday lives, especially in how we support our mental well-being. Many Australians would feel isolated, disconnected and overwhelmed without access to power. Power is what connects us to the community and the vital resources that help us feel safe and connected, bringing a sense of normalcy," says Jaimie Bloch, Clinical Psychologist and Behavioural Expert.

Archana Murugaser, Creative Director at TBWA, adds, "Our most valuable lessons came from speaking to people who had experienced a natural disaster firsthand. They spoke to us about how simply using their baby monitor, making their morning coffee or charging their phone to call family and friends would have made a world of difference to them at the time."

Adele Coswello, Chief Customer Officer of mycar Tyre & Auto, says, "As a company that truly lives our People First promise, we wanted to raise awareness of the benefits of discharging an EV. Unsurprisingly our research shows EV drivers are very open to supporting their community in times of need."

Simon Hayes, Creative Director at TBWA, says, "This really is a first of its kind and we’re literally building this community from the ground up. The mycar Chargers are launching as a trial but the ambition is that they become a useful asset for emergency services as another crucial part of recovery efforts."

mycar Tyre & Auto, with over 275 locations across Australia and more than 1,600 team members, is the country's largest tyre and servicing provider. Research conducted by Pureprofile in September 2024 on behalf of mycar found that EV drivers are open to supporting their community in times of need.