Problem: America is experiencing an energy crisis and nuclear power can help get us out, but people HATE nuclear energy.
Key Finding: While the rallying cry for nuclear opposition is "Not In My Backyard", we found that the people with nuclear power actually in their backyards are far more likely to support it.
But how do we get our anti-nuclear target to be OK with nuclear power potentially in their backyards?
Strategy Statement: Get nuclear into the living room first.
We needed to get people comfortable with nuclear power where they are most comfortable; in their homes.
So we pitched the Department of Energy a TV show... and they loved it. The opening credits are below.
To further the societal impact of the TV show, we ran a campaign in conjunction to act as a hub for nuclear energy knowledge.
Meet the characters. Each one was crafted to reflect a piece of messaging we wanted to get across about nuclear energy. (Click the pictures to find out.)
To go along with the show, our campaign centered around a website we concepted called TheBigRedButton.org. This was a play on the common trope associated with nuclear war; push the big red button and ALL HELL BREAKS LOOSE! Except with ours, visitors to the site could push the big red button and cool stuff brought to you by nuclear energy would happen. Really, anything cooler than nuclear warfare would happen. Below is a walk through of the site.
We planned to run promos like this one below for the site on Youtube and Vimeo.
As the promo videos drove traffic to the site, TheBigRedButton.org would begin to serve its purpose: Education. I discovered a bunch of other videos that tried this, but even in the most rudimentary layouts, nuclear energy was still confusing. So we decided to educate our visitors through animated shorts. Their aim was to debunk nuclear energy misinformation.
With Brunswick softening the blow of nuclear energy expansion and TheBigRedButton.org setting the record straight on nuclear energy, our team created a multi-channel campaign that the DOE could implement in an effort to change the public opinion on nuclear energy.
CBM - Mike Grasewicz