// branding, social media
The Canadian Nuclear Association (CNA) was planning a campaign to raise awareness of the role nuclear technology plays in our society. Their objective was to feature a series of social media posts that would coincide with international holidays – for example, Earth Day or World Water Day – and illustrate how nuclear technologies tie into the values associated with those occasions.
The CNA looked to us to develop a thoughtful, innovative campaign that would resonate with Canadians.
We conducted mindful and careful research to ensure that each social media post adhered not only to the relevant holiday but also to its specific theme for that year. Earth Day 2019’s theme was Protect Our Species, so we crafted several posts featuring animals that could be affected by, or benefit from, nuclear science.
The campaign also promoted and celebrated women in the field. For International Women’s Day and International Day of Women and Girls in Science, we developed posts tailored specifically to female scientists and included visual identifiers for each of their achievements. For example, Dr. Lise Meitner is known for discovering and explaining nuclear fission; Canadian physicist Harriet Brooks was one of the discoverers of radon; Nobel Laureate Marie Curie is famous for her work in radioactivity and for identifying polonium and radium.
The campaign also promoted and celebrated women in the field. For International Women’s Day and International Day of Women and Girls in Science, we developed posts that were specifically tailored to different women scientists and included visual identifiers for each of their achievements. For example, Dr. Lise Meitner is known for discovering and explaining nuclear fission; Canadian physicist Harriet Brooks was one of the discoverers of radon; Nobel Laureate Marie Curie is famous for her work in radioactivity and for identifying polonium and radium.
The CNA’s social media campaign was a great success, helping to spark conversation and thoughtful discussion about the widespread applications and benefits of nuclear technology.