Case Study
“‘Dutton, Why?’ - Anti-Nuclear Campaign”
CLIENT: ETU National
In 2024, the Electrical Trades Union (ETU) launched the ‘Dutton, Why?’ campaign in response to Opposition Leader Peter Dutton’s policy platform advocating nuclear energy as part of Australia’s future power mix.
The campaign was rooted in the ETU’s longstanding opposition to nuclear power based on safety, economic, and environmental grounds.
We developed a suite of fact-driven video, static and audio assets across Broadcast TV, CTV, online video, YouTube, Meta, online display, Spotify and radio. These all helped to expose the flaws in Dutton’s nuclear policy and reframed the nuclear debate to highlight risks and economic drawbacks.
This campaign was a success because it kept the nuclear debate front-page news, forced members of the Coalition to publicly defend nuclear policy more rigorously, and helped increase scepticism about nuclear energy across the general public.
30s ETU Nuclear
RESULTS?
Peter Dutton’s nuclear proposal emerged as a central issue during the election, ultimately costing him not only the victory but also his seat.
