Working to educate and motivate young people to consider careers in nuclear

Despite nuclear’s growing role in achieving net-zero goals and powering emerging technologies like AI, awareness among young people remains limited. NI wanted to engage 13 to 16-year-olds, along with teachers and parents, through content that explained nuclear’s importance and showcased diverse career opportunities. The brief called for curriculum-linked, shareable and scientifically accurate material delivered in a tone that would resonate with a young audience.

CPL One created a three-minute ‘hero’ animation, All About Nuclear, supported by four topic-specific videos scheduled for release in 2025: How it works, Nuclear power, Nuclear sectors and You and nuclear. The hero video introduced five benefits of nuclear technology: net-zero energy, agriculture, health, security and space, while showing clear pathways into the sector, from STEM apprenticeships to non-technical roles.

A vibrant, informal visual style contrasted with NI’s formal identity, combining illustrations, treated still images and real-world video to make the subject feel familiar and relatable. Scripts and storyboards were developed in collaboration with NI experts to ensure accuracy, and a youthful voiceover with a touch of humour kept the tone light and engaging. The animations were aligned with curriculum objectives and integrated into lesson plans to support use in schools.

The Results

Within weeks of launch, the hero animation achieved 4,041 impressions, 2,553 views and 311 engagements on LinkedIn, with a click-through rate of 4.73 per cent and 23 reposts. On YouTube it generated 1,700 impressions and 179 views, with 96 per cent coming from non-subscribers.

Media coverage included Engineering UK, Electronic Specifier and EUK Education, and the video has been shared with key STEM organisations such as the Engineering Council, Science Council, Inclusion and Diversity in Nuclear, and the Institute of Physics. It has already become a central asset in NI’s campaign to attract young people into the sector.

Robert Gofton, CEO of the Nuclear Institute, praised CPL One for ‘meeting and exceeding expectations’ and for striking ‘the perfect tone’ with the final result. Tom Robinson, Research and Strategy Manager of the South West Nuclear Hub, described it as ‘a great video and a great initiative,’ while Tim Tinsley, of the UK National Nuclear Laboratory, welcomed the mention of benefits such as powering space exploration and advancing nuclear medicine.

Client

• Nuclear Institute

Sector

• Membership