From Strategy Online
By Mark Burgess
Ever since the Japanese earthquake and tsunami in March 2011 that led to a nuclear meltdown at the Fukushima Daiichi power plant, governments and power corporations around the world have been grappling with the perception around the power source.
Ontario Power Generation’s latest campaign by The Hive seeks to highlight the company’s clean power credentials and promote the Darlington Nuclear Generating Station’s refurbishment. Launching April 19, the campaign is centred around a 30-second spot called “Inside Darlington” that’s shot inside the nuclear facility’s calandria – the core of the CANDU nuclear reactor and a key part of the makeover.