Background:
The Clean Green Vermont Alliance was formed to encourage the use of renewable, sustainable energy to replace the nuclear power supplied by Vermont Yankee. Marketing Partners worked with the CGVA to develop and execute an April Fools event poking fun at Vermont’s aging nuclear power plant, which was first put on-line in 1972.   

The campaign, entitled “72 Good As New,” included a website (www.72GoodAsNew.com) and multi-media drive-to-site campaign (Facebook, YouTube video). Full-page, color ads mocking the safety and reliability claims of the nuclear power company ran statewide on April 1st. Marketing Partners located and helped design visual and special effects to a 1972 Pontiac LeMans, which symbolizes the state of engineering and technology when the plant was first commissioned.  At a special event in downtown Burlington, “Radiation Man” was introduced to pass out glow sticks (or fuel rods?) and demonstrate the car’s special effects to the general public and media.

 
Target Audience: Vermont residents


Materials Developed:

• Print ad
• Website
• 1972 Pontiac LeMans with Graphic Design/Visual Effects
• Social Networking/Media: YouTube, Rad Man Facebook page

• Vermont print and national online news coverage
• Public interest groups requests for Rad Man and the 72 car to appear at additional, local events, including an anti-nuke rally in the state capital
• Multiple requests to join VCGA and to use the Marketing Partners’ developed materials against Vermont Yankee in subsequent campaigns