Quick! Say the first thing that comes to mind when I say "Nuclear Power." And go.
Did you say something about a disaster, or waste, or weapons, or death? Totally cool. You're not alone.
If you said something like efficient, or clean, or affordable, you probably live near a nuclear power plant or know someone who works in one.
Key Finding: While the rallying cry for nuclear opposition is "Not In My Backyard" (NIMBY), we found that the people with nuclear power actually in their backyards are far more likely to support it.
The fear and knee jerk reaction to hate nuclear power is mitigated through this familiarity. But, how do we familiarize our anti-nuclear target with nuclear power if they won't even hear us out? They won't let us in their backyards, so where else could we meet them?
Strategy Statement: Get nuclear into the living room.
If you allow someone or something in your living room you trust them. You're familiar with them. But right now, there's no trust or familiarity between our anti-nuclear target and nuclear power. Taking the edge off nuclear would go a long way in correcting this.
Creative Concept: Disarming nuclear.
The creative team developed a website called TheBigRedButton.org which was a play on the iconic "red button" from the Cold War era. Except when you push the red button on our site, cool stuff happens. Stuff much cooler than nuclear warfare.
Additionally, there were animated shorts on the website that set the facts straight about nuclear waste, weapons, and war.
And finally. Our coup de grace. We pitched a legitimate TV show called Brunswick, which would be set at a nuclear power plant in Rhode Island. Joe Biden famously said that "Will and Grace taught Americans more about gay marriage than anything else," and, while a bit hyperbolic, we wanted to do that for nuclear power with Brunswick.
We envisioned the show being pitched to a place like Amazon over network television because of Amazon's growing interest and need in producing unique content.
Check out the opening credits below:
Written and Produced by Andy Holdeman (CT) and Nick Gelbard (CW).
Rest of the squad:
Mike Grasewicz (CBM)
Josh Stolz (AD)
Alex Belgrave (AD)