Nuclear makes
it happen.
A national broadcast advertising campaign for the Nuclear Energy Institute, built to bring nuclear energy into everyday American life and in front of the decision makers who shape its future.
Nuclear Makes It Happen is a national broadcast advertising campaign: a one-of-a-kind, first-of-a-kind project for a trade association looking to expand its reach and increase its prestige. Launched in April 2025 as a multi-year effort, it repositions nuclear energy as an essential, often invisible part of everyday American life.
Make the invisible
impossible to ignore.
The objective was to move nuclear beyond its traditional association with controversy and industrial infrastructure and establish it as a familiar, beneficial, and indispensable technology. Rather than leading with power generation, the campaign connects nuclear energy to relatable experiences, including technology, healthcare, family life, economic development, and the clean-energy transition.
Primetime television
quality.
A very high-budget, high-stakes project, delivered through a rigorous development cycle and partnerships with international vendors to produce advertising at primetime television quality.
My role
I served as director, creative lead, vendor liaison, stakeholder manager, and consensus builder, and as the subject-matter expert in video and motion graphics.
The creative centerpiece
Nonna’s Meatballs uses storytelling and humor to make nuclear energy more accessible, with supporting videos, social content, and educational web experiences reinforcing the message.
One idea,
many stories.
Supporting videos extend the message with bold motion graphics and surprising comparisons that make large numbers feel familiar.
Big ideas,
in everyday terms.
The campaign’s web experience translates the technical case for nuclear into concrete, memorable comparisons.
Targeted where
decisions are made.
Alongside the national ad campaign, we ran targeted and geofenced social media campaigns at key industry events and political conferences, putting the message in front of the decision makers who set the standards, regulations, and economics of the field.
Paid, earned, and owned
The campaign extends across digital advertising, earned media, and educational web content, all anchored by video storytelling.
Live activation
At Climate Week NYC, the campaign came to life with interactive nuclear education, a live mural, trivia, virtual nuclear plant tours, and radiation demonstrations.
Reported reach
and results.
Reported outcomes across awareness, engagement, and public attitudes.
Reach and website figures are reported by EPRI; polling figures come from Ragan’s award entry. Survey methodology and a control group are not publicly available, so these are strong reported outcomes, not independently established causal findings.