An integrated marketing communications campaign for nuclear energy program

Filipinos are improving economically and socially which result in higher energy consumptions as well as the speedy development and implementation of infrastructure to increase the country‘s global competitiveness. The demand for electricity peaked in 2019 as recorded Luzon grid attribute of 72.8% of the total demand with 4.3% increase versus previous year. The Philippine Nuclear Research Institute (PNRI) is the only nuclear organization in the country – tasked with providing innovative and effective nuclear and radiation science and technology for the improvement of the quality of life of Filipinos. In addition, the PNRI extends specialized nuclear and allied services to clients from industrial, business, medical, government and academic sectors to encourage and widen the safe and peaceful uses of nuclear science and technology in various fields. Last July 24, 2020 The Duterte Administration issued Executive Order No. 116 which commissioned a study for the adoption of national position on a Nuclear Energy Program (NEP), constituting a Nuclear Energy Program Inter-Agency Committee (NEP-IAC). The study was to be in accordance with pertinent to International Atomic Energy Agency (AIEA) guidelines and relevant laws, rules and regulations. PNRI as one of the committee in NEP-IAC, as a representative, which will conduct a prefeasibility study to evaluate and assess the need for and viability of introducing nuclear power into the State‘s energy mix, taking into consideration economic, security and environmental implications, and engagement of the public and relevant stakeholders; evaluate and formulate a national strategy to include a roadmap and timeline in preparation of a Nuclear Energy Program, as well as measures to address infrastructure gaps and issues, and make appropriate recommendations thereon review the existing legal framework, study the viability of nuclear energy, and recommend the necessary steps in utilization of nuclear energy, as well as existing facilities such as but not limited to the Bataan Nuclear Power Plant. Nuclear power is categorized as an alternative source of energy, where the projected growth of the market for the next twenty years, coinciding the 1.72% annual population growth, the country‘s total final energy consumption (TFEC) is expected to increase at an average of 4.3% annually from 33.1 million tons of oil equivalent (MTOE) in 2016 to 91.0 MTOE in 2040. The Government recognizes the current situation of the industry, community and commercials, and they pursuing initiatives to ensure affordable, reliable, modern and sustainable energy. They came up with the idea of reviving or creating Nuclear Energy Program to ensure the energy security and efficiency of energy supply to meet the demand by year 2040. With the marketing objectives, to achieve 42% of target reaches from millenials and centennial group, working professionals equivalent to 20M and achieve number of followers of DOST-PNRI Facebook page of 20% from 57,099 to 68,519 followers from January 2021 to December 2021, attain the number of website visit of 20% from 56,845 to 68,214 at the end of 2021, and lastly to gain 10% engagement rate on all social media post. The social media marketing and public relation plans aim to achieve the objectives through the execution of marketing strategies, aimed at gaining the general public and industry acceptance and positive sentiments of nuclear energy and awareness. Different types of social media activities will be implemented in a specific number of months and will be thoroughly evaluated for re-calibration based on reach performance and insight. With the execution of these strategies, NEP-IAC / PNRI are expecting to achieve its target reach and positive sentiment on nuclear power for the year 2021. Achievement of the above social marketing objectives is critical as this will determine whether or not the Government will include nuclear energy in the future power generation mix of the Philippines