‘NUCLEAR. POWER THE EXTRAORDINARY’ Trying to frame nuclear energy as something that is invisible, unworldly, or even mystical— on the front-end of the argument—seems that it would be helpful in establishing a fresh start for nuclear energy within the Nuclear Energy Institute’s 2017 Ad Campaign: ‘Nuclear. United States; almost akin to a homecoming moment for an embattled prom queen Power the Extraordinary’ story gone wrong. But the message this sends to NEI’s audience is that the nuclear energy industry either wants to shy away While advertising within the nuclear energy industry has historically from touting the record of the current fleet, lacked focus, nuance, and—at times has been clumsy in its pursuit or wants to shield the audience from the— of gaining favorable attention—the Nuclear Energy Institute’s miraculously—limited problems that the attempt to re-invent the narrative in 2017 with its ‘Nuclear. Power field has encountered over the years. Which the Extraordinary’ Ad campaign, was a bold statement. With striking is a great shame - not to mention, a missed opportunity. visuals, streamlined messaging, and high-quality production, it can hardly be argued that the campaign was wholly unsuccessful. Actual marketing materials aside, there However, in placing such high reverence on the absence of actual is a more pressing issue that stunted the nuclear power plant imagery—while being a well-intentioned attempt Nuclear Institute’s campaign efforts. As to shift the narrative to one of exploration and education—seems noted by Rod Adams in an opinion piece in woefully deceptive and misleading. the Washington Post, proliferation of NEI’s messaging remains sorely limited: “Though the creative materials prepared for “Nuclear. Power the Extraordinary” are varied enough to target a wide range of audiences, the NEI does not have a budget for air time or print space that is even on the same scale as some of its primary competitors like the American Petroleum Institute or the American Gas Association.”12 Consequently, it will become crucial to apply a wider-scoped lens to fit the needs of any future marketing efforts that NEI will undertake all while honoring its limited financial capabilities. POLITICAL ANALYSIS The Green New Deal & The Green ‘Real’ Deal By neglecting to include a plan to expand the use of nuclear energy in their 2019 draft resolution, the Green New Deal, the Democratic Party unwittingly crafted a dangerously misguided energy plan that flagrantly ignores the immediate demands of deep decarbonization within our atmosphere. While placing high reverence on the expansion of renewables is certainly admirable, the resolution falls short in delivering a financially responsible framework for future success. Consequently, through failing to highlight nuclear as a crucial aspect of decarbonization, a growing number of congressional Democrats have sadly perpetuated the cyclical habit of framing nuclear energy as a partisan issue. Limiting carbon emissions should not be framed as such, and to do so is morally negligent. Happily, this congressional opposition has in fact inspired the introduction of the Green ‘Real’ Deal, which offers a plan inclusive of nuclear energy expansion - specifically calling for generous federal funding of nuclear technology research and development.13 Competing Forces (Continued) Further, given that eliminating carbon emissions has been pegged as our The list of nuclear energy’s competing forces is expansive, and powerful. For principal global priority, it should be understood that technologies such as example, in what seems almost like an unlikely collaboration, natural gas and carbon, capture, and storage (CCS), and carbon sequestration could serve to oil majors have increasingly placed reverence on diversifying their portfolio by severely punish the future efforts of nuclear energy given the ease in which they investing heavily in renewable technologies.14 However, collaborations such easily identify a solution to fix the emissions issue. At a time in which natural as these are becoming increasingly rare within the nuclear energy industry, gas and oil are so inexpensive, the road forward for nuclear remains woefully therefore making it nearly impossible to entice patient capital for the crucial difficult as it remains less palatable than using inexpensive, abundant resources discovery, and research and development stages — which serve as crucial steps which already exist. However, in lieu of a nationally-mandated carbon tax, it is in attempts to take any new plant to market. unlikely that the fossil fuel industry will choose to make inroads in deploying (Continued) these technologies - which will necessitate the continued use of nuclear energy. Organized Obstruction - The Art of Undoubtedly, the most effective proliferators of anti-nuclear sentiment within the United States are activist groups who have steadily weaponized inaccurate information regarding nuclear energy as a source of energy. Activism For decades, ardent—and sustained—efforts from anti-nuclear environmental grassroots groups such as Greenpeace International, and Friends of the Earth have been wildly successful in shifting the barometer needle of public opinion on issues from limiting plutonium production to halting construction of nuclear sites across the globe. While these efforts may certainly be applauded for unearthing a slew of contemporary issues—of which the general public should be aware— the shameless barrage of misinformation that has been waged against nuclear energy as a source of energy should be readily condemned. While there has been a serious dearth of robust research concerning the imagery utilized by environmental groups, one can easily ascertain how well anti-nuclear protestors have employed simple visual cues in order to gain steam for their cause. By developing visuals that employ simple imagery and—perhaps unwittingly entomological techniques— environmental groups have been able to expand a base who are willing to ignore the many positive attributes of nuclear energy. For example, it is easy to see below how a warning sign—used widely on sites housing hazardous materials—has been transformed to great effect through referencing the famous artwork “The Scream” by Edvard Munch. Is it then possible to combat the visuals employed by anti- nuclear campaigns through developing a visual counter-plan utilizing political humor, environmental imagery, and cutting-edge technology in order to boost nuclear energy’s street credibility? This Page: The Scream — Edvard Munch (1893) Opposite Page: Toxic Scream — Malgorzata Bedowska (2011) CAMPAIGN RECOMMENDATIONS A Path Forward for to Reach a Diverse Audience who Need to Learn About the Merits of Nuclear Energy Encompassing a holistic, step-by-step approach, PHASE I the following advocacy campaign framework maximizes use of resources, navigates areas of concern by re-inventing the process, and attempts Phase I of the plan tackles the issue of addressing the appearance of nuclear to literally shed light on several key stubborn cooling towers in order to confront the harsh criticism they have received for their areas of concern which have continually haunted aesthetically displeasing properties. the nuclear energy industry. 1 Rather than apologize for the ‘lackluster aesthetics’ of nuclear cooling tower structures, 3D Projection mapping will be used in order to completely transform the architecture into something that people want to see. 2 In order to tout the merits of nuclear energy as a 100% clean, zero-carbon emitting form of energy, 3D projection images of bubbles will be projected onto the steam in order to highlight the fact that condensation—as opposed to carbon emissions—is emitted from nuclear cooling towers. 3 Given that the literature concludes the use of humor can be a successful communication tool when discussing problematic subject matter, this could open the door to inviting The Simpsons to offer a public apology via 3D Projection Mapping on the cooling Towers. Developing a collaboration with the writers of The Simpsons in order to re-educate the public on the merits of nuclear energy will serve as an intelligent way to restructure the understanding of the safety—and cleanliness—of nuclear energy. A collaboration of this nature will provide the opportunity to target a wide audience base in the hopes that they will likely connect emotionally with a family that they have come to love over the years. Further, using comedic material will help to lighten the mood - not to mention all but guarantee a heightened level of viewer attention. PHASE II Phase II of the strategic framework addresses which demographics to target in order to best identify an audience who may be amenable to change their thoughts regarding nuclear energy. Social Media Targeting — A Limited path Forward If it is decided that video materials from the technology. Targeting an audience the filming of 3D projection mapping of left-leaning/liberal females should not project are to be used via means of social be a priority in any efforts to diversify media targeting, the following guide will the nuclear audience given their high serve as crucial. While this path is not propensity to reject nuclear energy on seen as advantageous, social media the basis of their dread of nuclear safety targeting could possibly garner modest — as unfounded as it may be. support within several demographical groups. It can safely be assumed that—when evaluating the findings on nuclear energy favorability amongst those in the As is summarized in the Literature age bracket of millennial and younger, Review & Research Results chapter the nuclear energy industry could make in this report, there are opportunities immediate gains in nuclear support by to target specific audience members touting the benefits and safety of newer by means of social media. Given that nuclear technologies. Further, younger the historical literature concludes— members of the electorate remain with high certainty—that females are unencumbered by accidents such more risk averse than males, it can be as Three Mile Island, Chernobyl, and guaranteed that gains can be made Fukushima. Given that older members of by targeting females, but only those the electorate are overwhelmingly more females who identify as conservative amenable to nuclear energy, it is time to or right-leaning should be targeted as stray from the tried-and-tested system they more accepting of nuclear energy of targeting this demographic given after receiving education on the cost that their level of support has remained and positive environmental impacts of steady for decades. PHASE III Phase III provides a brave vision for the fresh branding of the nuclear energy industry. Given that efforts such as these are yet to be undertaken by the sector, it is clear that by seizing this untapped market the benefits will be many. A Movie Theater Advocacy Campaign Plan — A Smarter Option for the Masses While utilizing a targeted social media campaign could be useful—not to mention more affordable—adopting a more unique approach will undoubtedly serve to connect with a more sprawling demographical collection of the electorate. Movie Theaters across the country are an untapped market for energy companies. By adopting an approach that utilizes a forum that all but guarantees—not to mention demands—the attention of its audience, this provides a unique viewing opportunity for an advocacy campaign that puts imagery at its very core. Digital Cinema Media (DCM) conducted a thought-provoking study in the United Kingdom in 2015, entitled: The Cinema and TV Memorability/Effectiveness of Advertising Test (Cat Meat).15 Gauging whether respondents displayed better memory recall regarding Ads that they had viewed concurrently in movie theaters or on television (digital streaming included), the test provided crucial insight to the world of advertising in movie theaters: 1 Respondents were eight times as likely to have remembered watching Ads in the cinema. 2 Respondents found the material they had viewed in movie theaters twice as memorable. 3 When identifying brands that they had viewed in Ads, those who had viewed Ads in movie theaters returned at 43% correct as opposed to TV viewers who returned only 16% (3 times brand attribution). When considering the wide demographic spread of cinema-goers, it can be assumed that it is possible to grow a favorable audience for nuclear energy if the advocacy campaign materials are well produced, and utilize the strategies outlined in this report. Furthermore, what better a venue could exist to showcase an advocacy campaign which utilizes projection art than a movie theater - a venue that literally employs projections as its very own medium? APPENDIX A APPENDIX B Figure 1. For First Time, Majority in U.S. Oppose Nuclear Figure 4. Support for Nuclear Reactors by Gender and Energy. Generation SURVEY RESPONSES Mr. Rod Adams — Atomic Insights - CEO & Founder Independent atomic energy expert with more than 25 years of experience in making atomic energy information accessible to the public using the internet as a primary communications tool. He is a retired Commander in the US Navy. Former Engineer Officer, USS Von Steuben. Founder, Adams Atomic Engines, Inc. Host and producer, The Atomic Show Podcast. Figure 2. Public Support for Traditional and Small Modular Reactors Figure 5. Stimuli: (left) spatialized 3D augmented reality projection mapping onto mapped 3D surfaces; (right) 1 Not yet, but both government and non-governmental agencies are improving standard 2D projection of patterns on a flat surface. their communications on the merits of nuclear energy. There is still much room remaining for improvement. Of course, when the nuclear industry improves on its ability to fulfill its promises, the communications effort will both become more successful and more accurate in discussing a wider variety of benefits. Currently operating plants make it hard to challenge the emissions free nature of the technology. Their reliable and safe performance also answers questions on those topics for anyone with genuine interest in learning. Those with preexisting conditions are harder to convince, but I believe their prevalence has been greatly exaggerated. On the other hand, complaints by operating units about the need for subsidies to survive make it really hard to emphasize the affordable aspects of the technology. Long established habit and market rules lead owners to seek highest possible Figure 3. Public Preference for Electricity Mix Over the Next 20 Years output at all times; this makes it hard to challenge the “inflexible” argument. Finally, the long-proven ability of nuclear fission to operate reliably even in small packages isn’t yet being well communicated or accepted because there isn’t any available cost information due to military or “one off” nature of the small nuclear plants. That makes it possible for opponents to absurdly claim that SMRs are “unproven” after nearly 65 years of nuclear submarine operations. (Continued) (Continued) SURVEY RESPONSES Ms. Sydney Weeks — Veolia Nuclear Solutions - Operations Associate 2 Polling has some importance, but the major goal should be to attract the Ms. Weeks is an advocate of nuclear energy and brings a millennial voice to both front and back-end issues of the nuclear fuel cycle. An established policy professional, Ms. Weeks investment capital that a rapidly growing industry will require. Clean power needs are huge, nuclear fission machines are needed and that will require major sources has held several Congressional internships, and positions with two of the nation’s premier of willing capital. I am confident that capital exists and that its holders can become nuclear industry associations in Washington, D.C., and currently serves at a leading eager to participate in nuclear once they realize they don’t have to assume the risk of national company which provides advanced technologies that address the disposition of paying to “fight city hall.” If the NRC can effectively smooth its review processes like it nuclear waste. Ms. Weeks is fully engaged in the challenges of the industry and understands did with the process of license renewals, that would be a significant shift in the tilt of the need to enhance public and congressional support; strategies which are important for the playing field. It might not be quite level, but nuclear fission has enough technical the future of nuclear power and national energy security. superiority to overcome some tilting. 1 3 I think they are doing as much as they can as of right now, but I believe they My organization is about as tiny as they come, so my gauges of success are could be doing more. Not only do they need to influence Capitol Hill, but they also quite informal. Follower count is slowly growing, numbers of likes and retweets is need to influence the public a lot more than what is being done now. There are great growing more quickly, and overall engagement is growing even more quickly. I need podcasts about nuclear energy and its benefits, but they are not reaching out to the to rededicate some time to articles and podcasts. public. They’re missing the rest of the puzzle pieces to save the industry; the public. Two podcasts that stand out to me: Titans of Nuclear and the one from the Nuclear 4 I’ve long been an advocate of more nuclear industry advertising. Companies Energy Institute (can’t remember what it is called). The Titans of Nuclear is a fantastic podcast, but their audiences includes regulators, stakeholders, and representatives. need to think about expanding sales volume by building favorable impressions outside of conferences and meetings. One often overlooked aspect of having a real They provide a good amount of information on how the industry will grow/needs to ad budget is the fact that spending on media buys eventually creates more “friends” in grow/ the future of the industry/ and current situations. Therefore, these are the kinds the media. They might be fickle friends, but they will begin to take calls, pay attention of materials and facts the public needs to be aware of. The second podcast/kind of a to your needs and perhaps avoid excessive insults and criticisms. podcast is the one from the Nuclear Energy Institute. The (kind of podcast) includes discussions with VERY well-known individuals in the energy industry discussing the current and future of the industry. However, the kind of podcast has so much frill to 5 I think it would be terrific. One great way to chip away at the effects of a long it, it almost loses its main reason for show but the content is still valuable. Still not reaching to the public, so what is the point if you’re bypassing the key puzzle piece? running fear, uncertainty and doubt effort by opponents is to stop looking like you are afraid of your own inventions and technology. No one is reassured by lengthy expositions on the layers of safety, they might be reassured if we can laugh a bit at ourselves. Perhaps some of the humor might be aimed at illustrating the futility of 2 Very important! Not only is it the industry’s responsibility to inform the public assuaging fear by adding yet another expensive “safety system.” Aside - One of the about its sustainable energy source, it is the representative’s responsibility too. highest potential payoff campaigns for advanced nuclear fission systems is being run under the radar by Scott Adams, the Dilbert creator. His last several Periscope videos available from his Twitter feed are worth watching. (Continued) (Continued) BIBLIOGRAPHY 3 YES, which is why I love my new job so much. Veolia was one of the first 1 Dahl, Emily: MIT Energy Initiative study reports on the future of nuclear energy. MIT Energy Initiative. 2018. <http://energy.mit.edu/news/mit-energy-initiative-study-reports-on-the-future-of-nuclear-energy/> companies to land their feet at the Fukushima site when the incident occurred. We have also produced incredible technologies, which will help with waste management 2 Knight, R: Public Support for Nuclear Energy and New Nuclear Technologies. Center for Energy, Security, & Society. Oklahoma University Press. 2017. as well in the oil industry. Our Geomelt technology is personally my favorite. It is the <http://cess.ou.edu/projects/ee/> vitrification of high-level nuclear waste into glass, which is then stored in casts. NO 3 Rifkin, Rebecca: For First Time, Majority in U.S. Oppose Nuclear Energy. Gallup News. March 2016. LEAKAGE!! <http://news.gallup.com/poll/190064/first-time-majority-oppose-nuclear-energy.aspx> 4 Bisconti, Ann S: NIMBY and Nuclear Energy. The Hill. June, 2015. <http://thehill.com/sponsored/content/246018-nimby- 4 and-nuclear-energy> The industry does not do a good job in promoting its products mainly because 5 Bawden, Tom: ‘Beautiful’ nuclear power stations can win over sceptics, says Energy Secretary Amber Rudd. The Independent. London, 2015 it is consumed with 90% of engineers. There are efforts with the use of outside PR <https://www.independent.co.uk/news/uk/politics/beautiful-nuclear-power-stations-can-win-over-sceptics-says-energy- companies, but they don’t know first-hand how urgent communicating the need for secretary-amber-rudd-10301365.html> nuclear really is. I think that is why the industry needs more communication people 6 Rainie, Lee., C. Funk, B. Kennedy: Americans, Politics and Science Issues: The general public’s political views are strongly with a burning desire for nuclear energy. linked to their attitudes on climate and energy issues. Pew Research, American Association for the Advancement of Science (AAAS). Edition 3. 2015. <http://www.pewresearch.org/science/2015/07/01/americans-politics-and-science-issues/> 7 Peters, Ellen., P. Slovic: The Role of Affect and Worldviews as Orienting Dispositions in the Perception and Acceptance of 5 I think that is a great tool! It’s one step in the right direction. It will definitely catch Nuclear Power. Journal of Applied Social Psychology, Volume 26, Issue 16. 1996. <https://doi.org/10.1111/j.1559-1816.1996.tb00079.x> people’s eyes especially in this era when everyone is crazy about the Kardashians or 8 Gargaro, David: Public Opinion on Nuclear Energy - An Analysis of the Relationship Between Political Ideology & Support meaningless news that I personally don’t pay attention to because I’d rather be in for Nuclear Energy in the United States. The Joseph Rainey Center for Public Policy. Washington, D.C. 2018 <https://raineycenter.org/wp-content/uploads/2018/07/PublicOpiniononNuclearEnergy_PolicyPaper01.pdf> the great outdoors. Not saying it would be meaningless, but along the lines of it as a “dumb down” for the public now -a-days. It’s like the ABC song; dumbed down for us 9 2015 Jung, Soyoung, F. Biocca, D. Lee: Effect of 3D Projection Mapping Art: Digital Surrealism. Syracuse University. New York. all and yet we all remember it. <https://www.researchgate.net/publication/294138053_Effect_of_3D_Projection_Mapping_Art_Digital_Surrealism> 10 Kurultay, Ayşe B.: Dynamics of Viral Advertising. The Turkish Online Journal of Design, Art and Communication - TOJDAC. Volume 2, Issue 2. 2012. <http://acikerisim.iku.edu.tr/bitstream/handle/11413/1059/tojdac_v02i206.pdf?sequence=1&isAllowed=y> 11 Mueller, Mike., K. Harrison: 7 Things the Simpsons Got Wrong About Nuclear. The United States Department of Energy - Office of Nuclear Energy. Washington, D.C. 2018. <https://www.energy.gov/ne/articles/7-things-simpsons-got-wrong-about-nuclear> 12 Adams, Rod: Ad Campaign Touts Marvels of Atomic Technology with Tagline ‘Nuclear. Power The Extraordinary’. The Washington Post. Washington, D.C. 2017. <https://www.forbes.com/sites/rodadams/2017/09/30/nuclear-power-the-extraordinary- new-ad-campaign-touting-marvels-of-atomic-technology/#107f64872ef5> 13 Gaetz, Matt: It’s Time for a Green Real Deal. Real Clear Politics. Washington, D.C. April, 2019. <https://www.realclearpolitics.com/articles/2019/04/03/its_time_for_a_green_real_deal_139940.html> 14 Merchant, Emma: For Oil Majors Investigating Clean Energy, It’s About Balancing Risk and Return. Green Tech Media. Boston, M.A. 2018. <https://www.greentechmedia.com/articles/read/report-for-majors-investigating-clean-energy-its-about-balancing-risk-and- r#gs.5ejg1x> 15 Jones, Zoe: The Bigger Picture: The unique Picture of Cinema Advertising. Screen Daily. London. 2014. <https://www.screendaily.com/home/blogs/the-unique-power-of-cinema-advertising/5080602.article?blocktitle=COMMENT-&- BLOGS&contentID=40298> THE AUTHOR Up until 2016, David enjoyed a distinguished international career as an award-winning orchestral conductor. Career highlights in the arts include serving as the Principal Guest Conductor of The New Fine Arts Ensemble in South Korea, as an Artistic Fellow for Opera Philadelphia, and being named as a Finalist for The American Prize in Conducting. However, it wasn’t until serving as the Ansbacher Fellow for the Vienna Philharmonic that he felt compelled to make a career shift into energy policy, research, and communications. In realizing that he possessed limited political experience at that time, David accepted an invitation as a Prudential, and Daniel Morgan Scholar to pursue a second master’s degree in global Political Management at The George Washington University, Graduate School of Political Management. It was while a graduate student at The College of Professional Studies that his research paper entitled Public Opinion on Nuclear Energy: An Analysis of the Relationship Between Political Ideology & Support for Nuclear Energy in the United States, gained international attention. Shortly after, David accepted an invitation to collaborate with The Breakthrough Institute as a Non-resident Fellow in attempts to co-author the definitive text on public opinion in nuclear energy in the United States. David has also previously held Fellowships with the Joseph Rainey Center for Public Policy, and The Brady Campaign. Upon graduating from The George Washington University, David was selected to receive the prestigious Founding Dean Arterton Award in recognition of his research on global nuclear energy solutions. Having only ever been awarded to two students in the college’s history, The Founding Dean Arterton Award is the highest honor bestowed on political graduate students by The George Washington University for political research, and ethical conduct. In 2018, David had the honor of addressing representatives of the European People’s Party at European Parliament in Brussels regarding the global future of nuclear energy at Konrad Adenauer Stiftung’s annual Leadership in Global Climate Change Conference. David holds degrees from The George Washington University — Graduate School of Political Management, The University of Rochester, Eastman School of Music, and Bard College, Convservatory of Music. GENERATION ATOMIC Generation Atomic is a 501(c)3 non-profit advocacy organization with a mission of promoting nuclear lit- eracy and building grassroots support for the technology, in order to defend today's reactors from early shutdown and create the social license to deploy the reactors of tomorrow. Website generationatomic.org Email gena@generationatomic.org
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