NEI’s primary objective is to improve D.C. legislators’ perception of nuclear energy. In 2019, we needed to reinforce the benefits nuclear provides with an engaging advertising campaign that would allow us to best communicate nuclear’s benefits.
Prior research told us that among the target demographic of Washington D.C. policy elites aged 35-49, nuclear’s two most resonant benefits were:
• Its association with carbon-free energy
• Its association with national security and American global leadership.
From these insights, we were able to build a year-long program designed for mid-stream optimization and periodic measurement. Our ability to be nimble and respond to audience feedback resulted in measurable gains in sentiment over the 2019 program, and we look forward to building on this success as we enter a critical 2020.
