To excite and educate the American public regarding our energy options especially as they relate to the long term strength of our economy, our national security, and our stewardship of the environment. 

To accelerate the adoption of hydrogen and fuel cell based technologies as part of our nation’s overall energy portfolio, with an understanding of the role hydrogen does (universal energy carrier) and does not (independent energy source) play.

To make the message “stick” by developing a powerful, yet simple brand.