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NEI launches nuclear advertising campaign

By BrianW

The Nuclear Energy Institute on March 20 launched an advertising campaign they said 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.

NEI is using television spots, print and online ads, social media and mobile advertising to communicate its message. This advertising campaign comes one year after the meltdowns at the Fukushima Daiichi nuclear plant in Japan.  NEI said public and political support has remained strong for the construction of new nuclear energy plants in the U.S.

 “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,” said Peterson.

The campaign debuted during “The Daily Show with Jon Stewart.”

The new 60-second version of the TV ad will also run in the Washington, D.C., market on NBC's "Meet The Press" and NBC's "Nightly News with Brian Williams". The 15-second version of the ad will run on Washington, D.C.'s PBS station, WETA-TV. It will air on "PBS NewsHour", "Washington Week" and "NOVA."

NEI’s new print ads will run for approximately six months in many publications, including The Washington Post, The Wall Street Journal, Businessweek, The Economist, Forbes, Fortune, Newsweek, TIME, The Week, National Journal, Congress Daily, The Hill, Politico, National Review, The New Republic, Smithsonian Magazine and NCSL State Legislatures.

To view the TV, print and radio ads, visit NEI's website, nei.org.

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