Ontario Power Generation (OPG) is taking a social approach with a new campaign centred on the refurbishment of one of its nuclear generating stations.
The nuclear power facility provides roughly 20% of the province’s electricity and its refurbishment project is set to be completed in 2026, in what Ted Gruetzner, vice-president of corporate relations and communications for OPG, said is Canada’s largest clean energy project.
The new campaign, led by Toronto agency The Hive, attempts to position the OPG as a clean energy producer, said Trent Fulton, partner and managing director of The Hive. “Investments in things like the Darlington Refurbishment will help build on that legacy and it’s our job to put the benefits of those investments in to very human terms”.
The campaign relies on print and social videos that show a first-person point of view of people biking, walking or kayaking in natural settings to illustrate the benefits of clean air.
“Nuclear power is well regarded in Ontario and there’s very strong support both in the community and province-wide, but it is a big project and we do feel people have a right to know more about it and the benefits,” OPG’s Gruetzner said.
This is the first work for OPG from The Hive, which was brought on as an advertising AOR following a competitive process last summer. Because OPG uses a multi-agency model, it is also working with KBS, which is handling a reputation campaign that began a couple of years ago. The Darlington campaign is the first mandate for The Hive, but it has a long-term contract and its projects could evolve, Gruetzner added.
