To tell the story of Milwaukee Tool and PCL Construction working towards zero-emission jobsites, Birchall developed a case study to showcase how cordless, battery-powered MX FUEL™ technology is improving safety and efficiency on the Cascade Power Project in Edson, Alberta. Birchall was responsible for the research, interviewing process, photoshoot coordination, and writing and execution of the article, and implemented a paid and earned media strategy to generate coverage in prominent trade publications. The case study has appeared in On-Site Magazine, Canadian Contractor, and Electrical Industry Newsweek, and continues to gain traction across Canadian media outlets.