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Following the tragedy of 9/11, many environmental groups sought to take advantage of public hysteria to force the closure of the Indian Point Nuclear Energy Station. After Entergy’s support efforts were met with derision, we were called in to help. We started with a new strategic positioning: “Save, Secure and Vital.” We then developed print and radio ads countering the claims of anti-nuclear activists. In an evolved form, this campaign is still running and the plant is still in full operation.