TV and movies haven’t always portrayed nuclear power in the best light, but now Ontario Power Generation (OPG) is using pop culture references to change its reputation.

A hero spot conspicuously highlights a giant lizard that resembles Godzilla, but maintains that when it comes to nuclear power, “there are no bad guys” and it’s “not sci-fi.”

OPG, the crown corporation responsible for electricity generation in the province, is taking further cues from how blockbuster films are marketed by making movie posters that touch on different benefits of nuclear energy, namely that it is safe, clean and will help Ontario meet growing power demand from things like electric vehicles.

The “Recast Nuclear” campaign also includes digital and radio ads, which aim to capture the attention of audiences and direct them to an educational microsite where they can learn more about the benefits of nuclear. The microsite is replete with cinematic references, like nuclear power’s existing “leading roles” in people’s day-to-day lives.

“OPG has an appetite for work that is educational, optimistic and inspiring and they know they have to go that extra mile,” says Kate Thorneloe, CD at Forsman & Bodenfors, OPG’s longstanding AOR, telling strategy it needed to educate people on nuclear, keying in on “the energy uncertain,” a broad psychographic target that’s broad.

Movies like Godzilla and shows like The Simpsons have created a lot of baggage around nuclear power, Thorneloe says, adding that, with the creative, it wanted to “go to the place where a lot of this baggage has been created.”

The campaign will run in a variety of venues, including – appropriately – movie theatres.

The campaign coincides with a July announcement that Ontario planned to build three new small modular reactors (or SMRs) at its Darlington site to help meet rising electricity demand, as well as the province’s net zero emissions goals.

OPG’s first SMR unit has an expected completion date of 2028. In addition, OPG has filed to extend operations of the Pickering Nuclear Generating Station past the end of 2024 and into 2026 to help with the electricity supply crunch, as well as give it time to potentially refurbish the plant and extend its life by up to 30 years.

Nuclear power provides half of Ontario’s electricity supply, with 17% coming from the Pickering station alone.

MMI provided media.