Led by industry advocate Nuclear Matters, the effort aimed to educate public policy makers and their constituents about the value of existing nuclear power plants in the United States, and the harm that would be caused if they were forced to shut down. Kivvit wanted to convey the reliability of nuclear energy, and just how much the United States is using today. Green Buzz Agency was tasked with developing the creative strategy for three videos for the campaign: a 15-second pre-roll advertisement, a 30-second pre-roll advertisement, and a 90-second in-depth overview piece for the Nuclear Matters website.
GBA created a story concept for the video and developed interview questions that would elicit powerful soundbites from people within the nuclear industry. Over multiple production days, GBA interviewed nuclear physicists, industry advocates, and business stakeholders who could offer persuasive testimonials on the topic. GBA filmed at a nuclear power plant to remove the secrecy around the protected facilities and help audiences see them as vital parts of their community.