One of the key missions for WNA is to promote a wider understanding of nuclear energy among key international influencers by producing authoritative information.
Triad was appointed to create a series of five animated graphics themed on nuclear technology (especially energy) to show how it relates to the environment, health, human rights and freedoms, and the future. These graphics reside on a campaign microsite, also created by Triad.
The creative theme developed for the initial graphic will run through all of the other topics, with ‘footprints’ being the recurring theme. The style and tone of this campaign is very different to anything that WNA has done before. Key objectives were to present a complex and controversial subject in an appealing and distinctive way; to make the graphics attention grabbing and evocative. They need to positively affect the way people feel about nuclear energy – to work on an emotional level as well as a factual one.
To measure effectiveness we included a ‘call to action’ with each graphic that encourages the audience to make a voluntary commitment of some nature and also to provide the option to share each film within the viewer’s own network which received a positive response. The series of animations were then hosted on a microsite, which again helped to measure engagement.