Know Nuclear. Love Nuclear Social Media

Nuclear energy often lacks understanding. Most public perception around nuclear is shaped by fear, outdated ideas, or lack of accessible education. Bruce Power recognized that if people knew more about how nuclear energy works—its safety, stability, and role in fighting climate change—they’d be more likely to support it. The Know Nuclear. Love Nuclear. campaign was created to bridge that gap. The objective wasn’t just to inform, but to shift sentiment through design. Our challenge was to take a complex, highly regulated industry and translate it into something human, youthful, and emotionally resonant with people. The target audience was 12–40 year-olds—environmentally conscious but often skeptical or unaware of nuclear’s role in the clean energy mix. A key measure of success was user engagement. The campaign generated over 203,000 impressions with a 12.58% engagement rate—well above industry averages. Even more importantly, the design system empowered participation. Videos were created by influencers, employees, and community members finishing the prompt “I love nuclear because...” while wearing campaign t-shirts. These were repurposed into reels, stories, and compilation videos across platforms, extending the reach and life of the brand.

From the original award submission.