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Nuclear Energy Institute
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Multimedia Ad Campaign Highlights Benefits of Clean Air Nuclear Energy

WASHINGTON, D.C.—The Nuclear Energy Institute tomorrow will launch an advertising campaign that represents a new direction for the nuclear energy industry in advertising execution, message and delivery.

“Our goal is to communicate the overriding need to focus on energy and environmental issues that will confront policy leaders in the next decade. Nuclear energy must be part of the portfolio of electric options that fuels economic growth and helps secure energy independence,” said Scott Peterson, NEI’s senior vice president of communications.

“Our experience and research tell us that, while people have questions about safety influenced by Japan’s Fukushima Daiichi accident, they are eager to engage in a broader conversation about nuclear energy’s role in a world that needs electricity to improve standards of living and that wants that electricity to come from affordable, reliable, low-carbon sources.”

To communicate this message, NEI will use two-dimensional artistry in a television spot to tell the story of why nuclear energy is needed to generate low-carbon electricity around the clock. The look of the television spot is carried over to the print and online ad concepts. The campaign combines traditional media, social media outreach and a mobile-optimized advertising campaign designed to engage a broader audience in recognizing the crucial role nuclear energy plays in generating:

  • electricity for one of every five U.S. homes and businesses
  • 70 percent of the U.S. electricity supply that comes from low-carbon sources
  • electricity industry-leading reliability and at an average production cost (fuel and operations and maintenance expenses) of about two cents per kilowatt-hour.

One year after the earthquake, tsunami and ensuing accident at the Fukushima Daiichi power station, public and political support has remained strong for the construction of new nuclear energy plants in the United States.

“We have not wavered in our commitment to safety at America’s nuclear energy facilities,” Peterson said. “Along with enhancing that safety, now is the time to have the discussion about the need to begin building new reactors to meet growing electricity demand and protect our air quality.

“Four advanced-designed nuclear energy reactors are in the early phases of construction in Georgia and South Carolina and are creating thousands of jobs,” Peterson said. “We’re building on the next generation of nuclear energy here in America rather than exporting these jobs to China and other countries. But far more needs to be done if we hope to continue to receive one-fifth of our electricity from nuclear energy and increase that in the future.”

The advertising campaign will focus on policymakers and opinion leaders in the Washington, D.C., region.

The campaign was created by NEI’s agency Smith & Harroff Inc. of Alexandria, Va., with animation provided by the Manhattan-based visual effects studio Spontaneous.