True Christmas Cheer: The Story of Holiday Helpers

This is the story of a small act of kindness that grew into a big mission … bringing Christmas joy to struggling families. 

In 1996, sisters April and Sarah Rutka heard about a family that lost their home to a fire just a few days before Christmas Day. The Salvation Army was collecting clothing, housewares, and food; but the girls wanted to brighten the day with a decorated tree. As students, they had few funds, but big hearts: With the help of family and friends, they replaced the burnt tree.

A new tradition was launched: Every year, April and Sarah donated Christmas trees to those in need. In 2004, the sisters initiated ‘Holiday Helpers Canada’ which snowballed beyond the local community to encompass the Greater Toronto Area and beyond. 

We learned about the organization in 2012 and were inspired by their story. Big Red Oak’s values and purpose — building our environment to elevate everyone — align perfectly with Holiday Helpers; and we wanted to use our skills to help them grow by sharing their message through video. 

Today, Holiday Helpers works with multiple donors, sponsors, and partner charities to deliver a full package to thousands of families: a decorated artificial tree, a gift card for a festive meal, necessities for winterwear and the household, and toys from Santa for the kids. Big Red Oak is just one of the corporate sponsors who make Christmas merry for the families on the Holiday Helpers’ list. Companies can shop for gifts, make a donation, arrange a gift drive, or volunteer their time.  

Our team is proud to play a small part in the success of Holiday Helpers. Every year, we go to their headquarters to help sort and wrap gifts. Seeing the names and ages of the children, with a bit of their history, makes a real connection. When we put the festive wrap and bows on a toy or game from the wish list of a little girl or boy, we imagine the smile on their face on Christmas morning. 

Like the many supporters of Holiday Helpers, Big Red Oak puts people first, with a culture that thrives on collaboration and compassion. We love the spirit of happiness among all the volunteers at the Holiday Helpers site, as we join them in giving a hand up to the families who need help at this special time of the year. It’s a wonderful way to celebrate the season!

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Learn more about how you can support Holiday Helpers and spread the joy this season.

Frame by Frame: The Visual Art of Video Editing

By Lee de Lang, Founder at Big Red Oak

It’s a dimly lit room, where only the bright glow of a computer screen illuminates the concentrated gaze of the video editor as they start to create magic. Like an alchemist, they slice and dice, mix and reorder the raw footage of video clips and dialogue with sound effects and music, to slowly transform these parts into a cohesive and compelling story. 

Making the Story

At the heart of every marketing campaign is a story—and it can be about the brand, the product, or the customer. An editor thinks ahead to how viewers will respond emotionally and intellectually to the sequencing they’re creating. Whether it’s a fast-paced promo or a thoughtful brand story, the editor shapes how the video unfolds to keep viewers engaged from start to finish by controlling the flow and rhythm of the content and enhancing the impact of visuals through dynamic transitions, adjusting lighting and colour grade for emphasis, or slowing down certain moments for dramatic effect. These subtle touches can make a video more visually appealing and leave a lasting impression on viewers.

In the age of digital media, where attention spans are shorter than ever and video content is being shared across various platforms—social media, websites, email, and ads—each medium often requires different formats, lengths, or styles. A skilled video editor must take a bigger picture view to adapt a single piece of content for multiple platforms, like a short, snappy clip for Instagram or TikTok or a more in-depth video for YouTube. Regardless of platform, the editor must adapt to ensure the story has the power to capture attention quickly and effectively.

Crafting Stories Without Words

In marketing, emotional connection is key, and thoughtful video editing allows marketers to evoke specific emotions. It’s about creating visual poetry that transcends the literal and touches on the symbolic, challenging the audience to engage and interpret the meaning for themselves — this orchestration of images, sounds, pacing, and rhythm guides the audience on a journey. What separates a good video editor from a great one is their ability to engage the viewer, and with the principle of “show, don’t tell,” the editor can create moments of tension, joy, sadness, or reflection through the juxtaposition of visuals. By doing this, they bring the viewer as a participant in the story, creating a strong emotional response which can significantly impact the audience and build emotional engagement which, in turn, can make the brand, message, or product memorable.

In the end, video editing is so much more than a technical process and button-pushing. It’s an art form that requires vision and a tremendous amount of creative energy. It’s not a passive process—it requires intense focus and imagination. You’re not just putting clips together; you’re crafting an experience that will resonate with your audience. You are the storyteller, creating an emotional arc that draws people in, keeps them invested, and leaves them thinking about the story long after the video has ended.

Servicing the Brand

Video editing is a tool to reinforce a brand’s identity and message. Through consistent use of brand colours, fonts, music, and tone, editors help create a cohesive look and feel that aligns with the company’s image. The way a video is edited—whether it's high-energy with fast cuts or smooth and cinematic—communicates a lot about the brand’s personality. This consistency builds trust and recognition with the audience.

Simplify the Message

Often, marketing videos aim to explain a product or service that might be complex or technical, and information needs to be simplified and boiled down into compelling and engaging narratives that are accessible and within reach of the target audience. Through video editing, information can be presented in a very digestible way. Editors can use animations, overlays, and split screens to break down complicated processes, making them easier for the viewer to understand. This clarity can enhance the effectiveness of marketing campaigns, especially in industries like tech, healthcare, manufacturing, or energy.

Take Action

A well-edited video doesn’t just tell a story—it drives action. Whether the goal is to get viewers to sign up for a newsletter, make a purchase, or share the video, editing helps make the call to action clear and compelling. By strategically placing CTAs within the video and ensuring the flow leads to a natural conclusion, video editors play a key role in converting viewers into customers.

What’s Video Without Editing?

While video is a great tool for marketing, it's the editing that serves as the brain behind the medium, orchestrating visuals and weaving together a compelling, engaging, and effective narrative. Video editing doesn't just shape how stories are told—it enhances brand identity and drives deeper audience engagement. By transforming raw footage into a strategic, emotionally resonant message, video editing turns video into a powerful marketing tool that educates, inspires action, and converts viewers into loyal customers and advocates. It is truly the core element that makes video such an effective part of the marketing toolbox.

Turning Safety Into Story: Creative Content Powers a Culture of Safety

By Lee de Lang, Founder at Big Red Oak

In industries where safety is non-negotiable, like nuclear energy, industrial manufacturing, and construction, effective communication is crucial in fostering and maintaining a strong safety culture. In this blog, we’ll review how to build an effective communication program to encourage and maintain a committed focus on safety.

Reinforcing a Safety Mindset

At its core, safety culture is about a shared commitment by leadership and employees to prioritize safety over anything else. This commitment requires clear, consistent, and actionable communication from the top down, as well as opportunities for feedback and peer engagement. With a unified approach to safety communication, organizations can ensure consistent practices that prevent accidents—and near misses—to protect both employees and the reputation of the organization, fostering a safer and more secure work environment.

The Foundations of a Safety Culture

An approach that we have successfully employed is the use of storytelling to make safety personal. For example, many nuclear and industrial safety programs share peer experiences and situational stories to help highlight the real-world consequences of neglecting safety protocols. When employees can relate to these narratives, they are more likely to internalize the importance of safety in their work.

This introduces a deeper, human connection to safety values, reinforced through creative content that engages both the heart and mind. Effective communication that combines emotional storytelling with compelling visual content can transform safety from an abstract concept into a personal commitment for every employee. By humanizing safety messages and making them relatable, organizations can reinforce the values, attitudes, and behaviours essential to a safety-first mindset, ensuring that every individual in the organization understands and embodies safety protocols in their daily activities.

Leadership’s Role in Modelling Safety

Leadership plays a critical role in shaping a safety-first culture, and the way they communicate safety can have a significant impact on employee engagement. Leaders who share personal experiences related to safety, or lessons learned, demonstrate their personal commitment to the cause. This not only sets a strong example but also humanizes safety by showing that even those at the top are continuously learning and adapting their safety practices. When leadership is involved in safety storytelling—whether it’s through videos, newsletters, or live presentations—it reinforces the message that safety is a core value, not just a policy. Leadership's involvement in safety communications helps to build trust and encourages employees to view safety as a shared responsibility rather than a top-down mandate.

Making Safety Stick With Creative Content

A strong safety culture goes beyond spoken words or written memos, and it’s not just about compliance or checklists. To truly resonate, safety messaging must be delivered through engaging, relatable creative content. Videos, infographics, and interactive modules turn abstract safety concepts into tangible, visual reminders of what’s at stake. When done right, humanizing safety through storytelling and compelling creative content can captivate and hold employees’ attention long enough to drive behavioural change.

For example, a well-crafted safety video that uses personal narratives, relatable visuals, and emotional appeals will have a greater impact than a traditional safety meeting or bulletin. Seeing a peer’s story or visualizing the potential consequences of overlooking safety protocols hits home in a way that cold, hard data cannot. It’s about creating a story that employees can connect with—whether through the perspective of a frontline worker or a manager, everyone has a role in making safety a personal responsibility. By making safety relatable and personal, these stories turn what could be a mundane safety protocol into something that employees feel emotionally connected to.

Now to really drive it home, delivering content in a cohesive, repeatable, programmatic manner allows for the repetition of key messages, which is essential for reinforcing safety habits. A quarterly or monthly video series that showcases new safety topics or revisits crucial safety principles keeps the conversation active and prevents complacency. This ensures that safety isn't a one-time training, but a continuous dialogue that is memorable.

Turning Safety Into a Personal Responsibility

One of the biggest challenges in building a safety culture is ensuring that every employee feels personally accountable for safety. This is where storytelling and creative content truly shine. By telling stories that reflect real workplace scenarios, organizations can show how individual actions contribute to broader safety outcomes. Employees become emotionally invested when they see how their choices—whether it’s wearing the correct protective gear or stopping work to address a safety concern—can prevent accidents and save lives.

Building a Safety-First Workplace

In nuclear and industrial workplaces, communication is the cornerstone of a strong safety culture. From leadership modelling safety behaviours to employees taking personal ownership of safety practices, consistent and clear messaging ensures that safety is always top of mind. Programs that integrate storytelling, regular training, and continuous feedback are essential for changing mindsets and fostering a long-term commitment to safety. With effective communication strategies in place, organizations can mitigate risks and ensure that every individual contributes to a safe, reliable, and productive work environment.

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Ready to turn safety into a story that sticks? Contact Big Red Oak to harness the power of creative content that helps foster and reinforce a culture of safety. Together, we'll build a communication program that inspires, engages, and drives your team’s commitment to safety excellence.

Harnessing the Power of Social Media in the Nuclear Industry

By Tyrell Lisson, Creative Director at Big Red Oak

Almost every week, we share insights with our clients about the power of social media marketing, which transcends all assumptions about whether a company should be active on these platforms, regardless of industry.

We particularly focus on clients and partners in the nuclear sector, often viewed as conservative and facing messaging challenges but eager to improve their communication about the benefits of nuclear power. The key is to use social media to achieve this goal. Relevant and topical social media content can build awareness and social license in communities. Remember, marketing is not just a cost center but essential for engagement, education, and trust-building.

Key Points:

• Social media has the ability to correct past or previously outdated errant information and beliefs about nuclear energy by engaging in topical and cultural ways that don’t feel try and stuffy.

• Demonstrating Innovations: The platforms may showcase technological advancement and sustainability activities within the industry in interesting ways that interest, engage and excite.

• Garner social license via social media, use relevant trends, and platform specific creative to demonstrate commitment to the safety and well-being of community which create trust and acceptance.

Case Study: Nuclear Advocacy in the Digital Age—Orano Group, Generation Atomic, and Isodope

As public perceptions of nuclear energy shift, key players from various facets of the nuclear industry—utilities, advocacy organizations, and individual influencers—are turning to social media to engage and educate younger audiences. Orano Group, Generation Atomic, and Isodope are leading the charge, using TikTok to make nuclear energy accessible, transparent, and appealing in a fast-paced digital world.

At a Glance:

• Orano Group – Supplier Setting the Standard for Nuclear Communication:
  As a global nuclear supplier, Orano leverages TikTok to simplify the complexities of nuclear technology. Their content is rooted in educational engagement, breaking down scientific concepts into relatable, entertaining videos. By debunking misinformation and participating in trending conversations, Orano broadens the appeal of nuclear energy, connecting with a younger audience that might otherwise be uninformed or skeptical.

• Generation Atomic – Advocacy in Action:
  A grassroots advocacy organization, Generation Atomic uses TikTok to promote nuclear energy as a vital part of the future energy mix. Their explainer-style videos distill intricate topics into easily digestible segments, making nuclear energy both approachable and fun. Generation Atomic fosters a sense of community among nuclear advocates, engaging younger generations with calls to action and accessible content that champions the role of nuclear energy in combating climate change.

• Isodope – The Nuclear Influencer:
  As an individual influencer, Isodope brings a unique, personal touch to nuclear advocacy. Through humor, viral trends, and relatable storytelling, Isodope makes nuclear energy cool and relevant to a younger, digital-native audience. Acting as a bridge between the technical aspects of nuclear science and everyday culture, Isodope turns abstract ideas into content that resonates with viewers, sparking curiosity and driving engagement on platforms like TikTok.

Different Facets, One Goal:

• Educational Entertainment Across the Spectrum:
  From Orano’s corporate-driven strategy to Generation Atomic’s advocacy approach and Isodope’s personal storytelling, each facet of the industry is engaging audiences through education wrapped in entertainment. This diversity in content creation broadens the reach and influence of nuclear advocacy, presenting nuclear energy in ways that feel fresh and accessible.

• Combating Misinformation:
  Each player works tirelessly to address the pervasive myths surrounding nuclear energy. Through TikTok, they offer transparent, factual content to counteract common misconceptions, helping reshape public perceptions and build trust within communities.

• Harnessing Social Media for Nuclear Advocacy:
  Whether through corporate-driven initiatives, advocacy group efforts, or influencer-based campaigns, these three entities show how diverse sectors of the nuclear industry can effectively engage younger generations through TikTok. By merging trending formats with compelling messaging, they are elevating the conversation around nuclear energy in ways that transcend traditional communication methods.

A Blueprint for Leadership in Social Media:

Orano’s creative, corporate-driven content strategy positions them as a flagship for the nuclear industry’s social media presence. Generation Atomic’s grassroots advocacy empowers younger generations to engage in the nuclear conversation, while Isodope’s influencer-led approach makes nuclear energy relatable and fun. Together, they highlight the potential of social media to transform public opinion, build trust, and enhance social license for nuclear technology.

For the nuclear industry, embracing social media is no longer optional—it’s a strategic necessity. By harnessing platforms like TikTok, these trailblazers show that even sectors often seen as conservative can adopt forward-thinking approaches to stay relevant and influential. Their success serves as a roadmap for other nuclear businesses looking to gain traction, reshape their narrative, and connect with diverse communities and stakeholders.

At Big Red Oak, we are fully equipped to help the nuclear industry succeed in this evolving digital landscape. With our expertise in strategy, and deep industry knowledge, we offer tailored solutions designed to elevate your brand, connect with younger audiences, and lead the conversation. Whether you’re looking to leverage social media platforms or craft compelling campaigns, we’re here to guide you every step of the way.

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Interested in how social media can revolutionize your marketing strategy? Contact us at Big Red Oak to learn more about our tailored solutions and expert guidance.

Exploring the Intersection of Artificial Intelligence and Nuclear Technology

By Tyrell Lisson, Creative Director at Big Red Oak

 I've been monitoring the almost daily developments at the intersection of artificial intelligence and nuclear technology. This convergence is not only pushing the boundaries of scientific research but also raising significant and interesting questions. With a whirlwind of information out there, let’s break down three core components of the relationship between nuclear technology and AI, and the pros and cons of these advancements.

1. The Promise of AI in Nuclear Fusion

One of the most exciting applications of AI in the nuclear field is its role in advancing nuclear fusion research, which holds the potential to provide nearly limitless and clean energy. Unlike nuclear fission, which splits atoms, fusion combines hydrogen isotopes to form helium, releasing vast amounts of energy. However, achieving practical nuclear fusion has been challenging due to the extreme conditions required, such as high temperatures and pressures.

AI is now playing a crucial role in overcoming these challenges. According to Energy Magazine, AI models can predict plasma behaviours, which are critical for maintaining the stability of the fusion reaction. Plasma, the hot, charged state of matter in which fusion occurs, behaves in complex ways that are difficult to predict and control. AI algorithms can analyze vast amounts of data from experimental reactors to forecast plasma behaviour under different conditions, enabling scientists to fine-tune their approaches.

Moreover, AI is optimizing reactor designs. Traditional design processes are time-consuming and rely heavily on trial and error. AI, with its ability to process and learn from large datasets, can quickly evaluate numerous design configurations, identifying the most efficient and effective setups. This accelerates the development process and brings us closer to building reactors that can sustain fusion reactions over long periods.

Thanks to the computational power and efficiency of AI, what once seemed like a distant dream is now inching closer to reality. The synergy between AI and nuclear fusion research not only promises a breakthrough in energy production but also represents a significant step towards a sustainable and clean energy future.

2. AI Optimizing Nuclear Power Plants

Beyond fusion, AI is making significant strides in optimizing the operation and maintenance of existing nuclear power plants. Research from the College of William and Mary indicates that AI algorithms can predict equipment failures before they occur, schedule maintenance during optimal times, and adjust operations to improve efficiency and safety. These advancements ensure that nuclear power plants operate more reliably and cost-effectively, reducing downtime and extending the life of critical components.

For example, AI can monitor the performance of reactors in real time, detecting anomalies and suggesting corrective actions. This proactive approach helps prevent potential issues, ensuring continuous and safe energy production. Additionally, AI-driven simulations can train operators to handle various scenarios, further enhancing the safety protocols of nuclear facilities.

Recently, at Big Red Oak, we collaborated with NPX on marketing materials for the launch of their AI model, which acts as a ChatGPT-like platform for the nuclear industry. This platform can instantly generate reports, source technical information, and provide direct access to industry data, trends and in-depth analysis, significantly increasing working efficiency. 

3. Nuclear Energy as a Power Source for AI

As AI continues to develop, its energy consumption is becoming a significant concern. While I've been focused on how AI can help nuclear, the roles can be reversed. Training large AI models and running complex algorithms require substantial electricity, which puts pressure on existing energy grids and raises environmental concerns. This is where nuclear energy can play a pivotal role. With Canada, and potentially the world, facing an energy shortfall, the need for reliable energy sources is more critical than ever.

Nuclear energy is a powerful and reliable source of electricity that can support the growing energy demands of AI. Unlike fossil fuels, nuclear power generates electricity without emitting greenhouse gases, making it an environmentally friendly option. By integrating AI into nuclear power management, we can optimize energy production, enhance safety protocols, and ensure a stable supply of electricity for AI operations. According to Energy Magazine, AI can predict maintenance needs and optimize the operation of nuclear reactors, leading to more efficient and safer energy production. This synergy between AI and nuclear energy not only addresses energy consumption concerns but also contributes to a sustainable future.

Pros and Cons of AI in Nuclear Technology

Now, if you’re just looking for some quick facts about the pros, but also the cons that I am seeing in this space, I put together a little cheat sheet with some high-level information.

Pros:

• Enhanced Efficiency: AI accelerates research and development, making processes faster and more efficient.

•  Improved Safety: AI systems can predict and mitigate risks, potentially reducing the likelihood of nuclear accidents.

•  Sustainable Energy: Nuclear energy can provide a stable and clean power source for AI operations, reducing the carbon footprint.

Cons:

• Security Risks: Automated systems may lead to errors or unexpected outcomes, potentially compromising safety or operational integrity despite optimizations.

• Data Requirements: Effective AI models need high-quality, extensive datasets, which can be challenging to obtain in early-stage nuclear research.

• Initial Costs: Integrating AI into nuclear facilities requires substantial upfront investment and infrastructure, which can be costly and time-consuming, hindering rapid adoption.

Navigating the Future

The future of AI and nuclear technology is filled with both promise and complexity. As we continue to integrate AI into nuclear research and energy production, it is crucial to balance the immense benefits with the potential risks. International cooperation and the development of robust ethical and regulatory frameworks will be key to ensuring that this powerful combination of technologies serves humanity positively.

The fusion of AI and nuclear technology is set to transform our world, offering breakthroughs in energy production and operational efficiency while posing significant challenges in data management and ethical considerations. By navigating these complexities carefully, we can harness the potential of AI to create a safer, more efficient, and energy-abundant future.

Jumping Off a Cliff: The Risk of Tactics Before Strategy

We get it. The world moves fast. Business moves fast, and we’re all trying to get ahead of it. In the land of marketing, this can be tempting to be reactionary and dive headfirst into executing marketing tactics before developing a clearly defined strategy. This approach, while it feels quite agile and efficient, can often lead to wasted resources, disjointed efforts, and missed opportunities. Taking a minute to think and develop a marketing strategy before jumping to tactical execution is not just beneficial; it's essential for long-term success and sustainability.

Marketing as an Investment, not a Cost

As technology evolves, buyer and audience habits change, and communication channels turn like autumn leaves, it’s no wonder that marketing can become incredibly confusing for businesses to navigate. There are increasingly more niche agencies offering specialized marketing services, which can overwhelm a marketing portfolio and drain your budget when layering in tactic upon tactic. But let’s take a moment…

There are mixed opinions on the value of marketing, and with this, businesses allocate resources and budgets to match. As a distinct function and pillar of any business, however, when we plan strategically, aligning marketing efforts with business goals, we will view marketing as an investment rather than a cost. This mindset shift helps organizations understand and appreciate the long-term value that a well-executed strategy can bring, ensuring that every dollar spent is working towards a clear objective.

The Benefits of Strategic Planning

Saves Time and Money

A robust marketing strategy identifies the most effective ways to reach your target audience and influence their actions, thereby avoiding a trial-and-error approach of layered or one-off “silver bullet” tactics. This upfront thinking saves both time and money, preventing the common pitfalls of ineffective campaigns and the need to reallocate resources toward more impactful initiatives.

Stronger Return on Investment

Any investment needs to see a return, right? A strategy that orchestrates tactics to clearly mapped business objectives ensures that marketing efforts are coherent and focused, integrated and hand-shaking with the other business functions like sales and communications. This leads to more effective resource deployment, business alignment and better results. 

For example, a well-coordinated content marketing strategy boosts lead generation and conversion rates. Engaging content draws in potential customers, and the sales team maintains momentum to convert these leads into sales. Aligning messaging and tone between marketing and sales creates a cohesive, trustworthy and consistent experience for customers.

Builds a Stronger Brand

A strategic approach to marketing helps to build and reinforce brand position, awareness, and loyalty. Consistent and well-thought-out messaging and content, distributed across various channels, strengthens the brand's image and fosters trust among the target audience. This consistency is crucial for creating lasting impressions and nurturing customer and stakeholder relationships.

The Risks of Skipping Strategy

While it can feel like the right thing to do, jumping directly into tactical execution without a strategy can lead to fragmented efforts and a lack of direction. This approach often results in:

Inefficiencies: Without a clear strategy, marketing efforts can become disjointed, leading to wasted resources and efforts.
Missed Opportunities: A lack of strategic planning can cause businesses to overlook potential opportunities for growth and engagement.
Inconsistent Messaging: Without a cohesive strategy, messaging can become inconsistent, weakening the brand and confusing the target audience.

Case in Point: The Role of Video in Marketing

At Big Red Oak, we often hear the phrase, “We need a video”. As a band of film nerds, we love video. It’s a very powerful tool, but it is but one asset in the marketer’s toolbox, and depending on the business objectives, may not be the right asset to develop… though it’s always one of the right assets to use 😉

To this request, the key questions we ask are: 

Why do you want a video? 
What do you want this video to achieve? 
How will this video help your business?

In most instances, an underlying issue that needs to be resolved is revealed, and we can unravel the ball of yarn to develop a cohesive and effective strategy and solution.

These questions emphasize the need for a strategic approach. Video, like any other tactic, should be part of a broader strategy that aligns with business objectives and resonates with the target audience. Without this alignment, the video may fail to deliver the desired impact, leading to wasted resources and missed opportunities.

The Strategic Process

At Big Red Oak, our process of developing a marketing strategy involves several critical steps:

Discovery: Understand the business goals, target audience, and market landscape.
Objective Setting: Define clear, measurable objectives that align with business goals.
Audience Insight: Gain a deep understanding of the target audience's behaviours and preferences.
Strategy: Craft a detailed plan outlining the marketing approach, key messages, and channels.
Execution: Implementing the tactics with precision and coherence.
Measurement: Continuous measurement and analysis of results to refine strategy and tactics.

If I Can Bend Your Ear One Last Time…

Developing a comprehensive marketing strategy before jumping to tactical execution is crucial for maximizing ROI, building a strong brand, and ensuring long-term success. By viewing marketing as an investment and taking a strategic approach, businesses can drive sustainable growth, build brand loyalty, and achieve their business objectives with greater efficiency and effectiveness. At Big Red Oak, we believe that the right strategy, combined with flawless execution, is the key to unlocking the full potential of your marketing efforts.

Reach out anytime. We love to help!

The Nuclear Company's Bold Entrance into the Industry

By Tyrell Lisson, Creative Director at Big Red Oak

In recent weeks, The Nuclear Company has already emerged as a trailblazer within the nuclear industry. Their strategic launch online and innovative marketing approaches are making significant waves. 

Founded with a vision dedicated to fleet-scale nuclear power, the company utilizes a proven, standardized design to deliver reliable and cost-effective electricity. By forming coalitions with utilities, regulators, and financial stakeholders, they aim to mitigate risks and streamline construction to ensure projects are completed on time and on budget.

While their bold vision may have skeptics, The Nuclear Company's strategic use of digital marketing and public engagement showcases a commitment to building buzz with transparency and education. By maintaining an active presence across various platforms, particularly LinkedIn, they set new standards for industry engagement - that every nuclear company should be watching.

Marketing in the Nuclear Industry: A Fresh Perspective

Traditionally, the nuclear industry has been reluctant to share its story, often focusing inward rather than engaging with the public. The Nuclear Company is changing this approach by using modern consumer marketing techniques to reach both the public and industry professionals.

Their innovative campaign includes a cross-country bus tour and visiting major metropolitan areas to raise brand awareness. The tour features talks, interviews, and panels with various educational institutions, news media, and industry peers, showcasing their goals and vision for the nuclear industry's future. Not only is this effective marketing, but it is strategic and solid PR.

Key Points:

1. Utilizing Consumer Marketing Techniques

The Nuclear Company's approach to marketing is a refreshing departure–employing consumer marketing strategies, they engage both the public and industry professionals. This approach involves understanding the audience's needs and delivering content that resonates with them.

2. Cross-Country Bus Tour: A Bold Campaign

The cross-country bus tour is a central element of The Nuclear Company's marketing strategy. By visiting major metropolitan areas, the company raises brand awareness and fosters connections with diverse audiences. The tour's itinerary includes talks, interviews, and panels with educational institutions, news media, and industry peers, allowing The Nuclear Company to share its vision for the future of nuclear energy.

3. Strategic Public Relations Integration

The integration of marketing and public relations is a key strength of The Nuclear Company's approach. By effectively combining these elements, the company showcases its goals and vision for the nuclear industry's future. This strategic PR approach not only enhances brand visibility but also builds trust and credibility with stakeholders.

4. Engaging Social Media Presence

The Nuclear Company's active social media presence is a cornerstone of its marketing strategy. Through engaging graphics and video content, the company drives interest and interaction on platforms like LinkedIn. This social media engagement not only builds brand awareness but also directs attention to a well-designed landing page that effectively communicates their message.

Our Perspective

At Big Red Oak, we believe that the innovative marketing strategies employed by The Nuclear Company serve as a valuable blueprint for the industry. This approach aligns perfectly with the strategies we’ve been championing with our clients in the nuclear space and beyond. By integrating marketing efforts rooted in consumer principles, we can change how the nuclear industry engages with its audiences.

For B2B businesses in the nuclear sector and beyond, adopting effective marketing combined with a robust online presence offers potential to transform perceptions. Businesses can reach a wider audience, engage more effectively, and provide real-time updates that resonate with stakeholders. Prioritizing engaging communication—through interactive content, informative videos, and active social media participation—can create a lasting impact.

At Big Red Oak, we are committed to guiding our clients through this journey. Our tailored solutions are designed with over a decade of knowledge in the nuclear industry, cutting-edge marketing techniques, ensuring that your message reaches the right audience at the right time. Together, we can pave the way for a more connected and transparent future in the nuclear industry.

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Are you interested in revolutionizing your marketing strategy? Contact us at Big Red Oak to discover our tailored solutions and expert guidance.

Nuclear Innovation Is Changing the Narrative

The nuclear industry is taking on global challenges with commitment and courage, applying the expertise of its leaders, skilled trades, researchers and scientists to address the critical issues of climate change, deadly disease and energy security.

While the pace of innovation is encouraging, skepticism fuelled by misconception is an unfortunate companion on the path to progress. Industry leaders are exploring creative approaches to present the facts and shift the narrative. 

Building Advocacy

It is almost impossible to remain oblivious to the worldwide threat of climate change and the need for reliable energy. This awareness is transforming perceptions and strengthening support for nuclear. Studies estimate that nuclear energy capacity must be doubled, possibly tripled, by 2050 to meet our net zero goals, accelerating the push for advanced nuclear solutions for cross-sector decarbonization. 

Nuclear advocacy is also heightened by the positive impact of its medical isotopes on patient outcomes. For decades, Bruce Power has supplied cobalt-60 to sterilize medical devices and diagnose and treat cancer. Following the launch of their Isotope Production System in 2022 to produce lutetium-177, a targeted therapy for prostate cancer and neuroendocrine tumours, they are installing a second line to double the output. Laurentis Energy Partners, a subsidiary of Ontario Power Generation, is starting production at the Darlington Nuclear Generating Stations of the medical isotope yttrium-90 and molybdenum-99 to treat cancer and other diseases. 

Finding Solutions

Industry visionaries are harnessing collaborative expertise to develop solutions and put them into action. Among them are large cutting-edge builds; modern reactor designs like micro and small modular reactors; and the use of artificial intelligence, robotics, and additive manufacturing.

Beyond their cost-saving efficiencies, the new reactors expand the scope of nuclear applications. Small modular reactors will provide clean energy to remote areas and developing countries. Advanced reactors can help to decarbonize industries that currently rely on fossil fuels, such as hydrogen production, seawater desalination, petroleum refining, fertilizer production and space exploration. 

Significant Investment

Interest in nuclear solutions is intensifying, and countries are acting on this interest. The International Atomic Energy Agency reports that Korea is urging the private sector to take the lead in nuclear technologies. Morocco’s National Centre for Nuclear Energy was recently recognized as a global learning platform. By 2035, China expects to add 150 more reactors, and France is planning six new builds. The United Kingdom has a target of 24 gigawatts of nuclear power on the grid by 2050. And the US government has injected billions of dollars into the industry, with tax incentives for facilities and production. 

Closer to home, the rising appreciation for nuclear’s benefits is driving substantial investment. The Ontario government is starting pre-development steps to consider a new large-scale nuclear build at Bruce Power. The province is also conducting site preparation for four small modular reactors at Darlington and supporting OPG’s plan for refurbishments at the Pickering station. Together, these initiatives could power the equivalent of eight million homes.

Moving Ahead

Storytelling is a persuasive tool in challenging negative views and inspiring activism, not only for today’s stakeholders, partners and communities, but also by engaging the next generation that will take their place. 

Forward-looking organizations can share their stories and promote the opportunities with our youthful citizens. They are the future workers, researchers, innovators and advocates who will follow the progressive leaders of today to sustain tomorrow’s healthy nuclear-powered planet.

Know Your Audience

A marketing tip from Big Red Oak

Marketing is a tricky taskmaster: It can feel like you’re constantly fighting for your footing as you juggle priorities, balance budgets, choose channels, analyze results. And it’s back to the drawing board if those results don’t measure up to your expectations.

Successful campaigns drive revenue by increasing brand awareness and attracting new business. But they can flounder for varying reasons. The messaging may lack strength. The design might be inconsistent. Perhaps more strategic planning is needed. The approach could be outdated or the content quality not compelling. But, in many cases, the message misses the mark because it doesn’t reach or engage the right audience.

Inspire Action by Building Trust

One of the goals of marketing and communications is to help build relationships with your audience and persuade them to listen to and act on your message. A strong relationship creates trust, and once you have trust and credibility, your audience becomes more receptive. This is pretty straightforward, but how one gets there is not.

Collecting data on demographics and behaviours is a starting point. Turning that data into insights is the next step. Understanding your audience's pain points gives you an opportunity to help them, and this is where you can create advocacy. These activities all build and bolster trust. 

As a marketing and communications agency, we apply this thinking to ourselves and to our clients, too. We get to know their industry and their audiences to build a strategic plan that makes the connections and meets their needs. Our work with the nuclear industry is a good example. 

A Case Study: Bruce Power

The release of Ontario’s Pathways to Decarbonization Report highlighted the need for nuclear power to play a large role in driving the clean energy push. With that in mind, Bruce Power presented Big Red Oak with the challenge of creating both a public- and industry/government-facing communications piece to help drive education and advocacy among the public and showcase to policymakers and industry leaders how Bruce Power was poised to help lead the charge in net zero. The project came to life as both a short broadcast production for the general public and a long-form video for presentation to the Toronto Regional Board of Trade.

The consumer-facing video aimed to appeal to the public by demonstrating the benefits of nuclear power and tying the supply of clean energy to a better future for our children. We piggybacked off this video to create a longer, more detailed video to clearly outline Bruce Power’s current initiatives and upcoming plans to provide more energy to the province. Government and policymakers are also parents, grandparents, aunts and uncles; and the videos connect them emotionally with the benefits of nuclear power, backing up those assertions with the actions Bruce Power has taken, is taking and will take … and highlighting why, as an energy provider, they are leaders in the fight against climate change.

A deep dive into who your audience is, what they care about, and how you can make a difference in their lives is the key to the emotional connectivity that lands the message.

Check out these videos and see for yourself!

Project 2030 Broadcast Commercial

Project 2030 Long-Form Video 

Unlocking the Power of Podcasting for Your Brand

By Tyrell Lisson, Creative Director at Big Red Oak

I've embarked on a podcasting journey for nearly a decade. At first, it was a personal passion, a creative outlet. Little did I know that this journey would lead me to create a niche podcast, "The Band: A History," which has been going strong for almost five years, gathering a dedicated audience and helping me build an enduring brand. It's not about bragging; it's about sharing the incredible value that podcasting can bring to any brand. Now, at Big Red Oak, I challenge clients every day to think about how podcasting can expand their opportunities.

From Listener to Leader

Starting a branded podcast isn't just a question of following a trend; it's an opportunity to become a thought leader in your industry. It's your chance to shape and amplify your brand's voice and message. With my podcast, I've become a respected voice in the music community, leading to numerous media appearances, increased revenue, and people seeking my expertise: This is what podcasting can do for you and your brand. Whether you discuss the latest trends, emerging technologies, or industry shifts, it’s key that you're not merely an observer: You're an active participant in shaping your field's narrative. The bottom line is you need to own the conversation, set the agenda, and solidify your brand's position as an authority.

Your Brand, Your Story 

Podcasting is the perfect tool to humanize your brand. It enables you to connect with your audience authentically. For certain clients' goals, scripted videos and "explainer" animations may feel too structured or distant. Let your guard down, share stories from your workplace, introduce the faces behind your brand, and let the passion that fuels your company shine through. Recently, I helped our client, the Canadian Nuclear Isotopes Council (CNIC), who wanted to pivot from talking-head videos to a podcast series that features a more in-depth, authentic approach to exploring the isotope ecosystem. Authenticity is key: Let personality shine. Listeners can spot insincerity from a mile away. 

Connecting Beyond the Mic

Collaborating with industry experts and influencers can be a game-changer. It elevates your podcast's quality and authority. Building an audience can be tough, so target people who interest you and have a larger audience than yours. With CNIC, we had a subject matter expert on every episode. This strategy helped grow the client network, making significant connections that are leverageable. It also opens doors to valuable networking opportunities, thought-provoking discussions, and potential partnerships – and cross-promoting with collaborators expands your reach and credibility online. 

Now, I understand some of you may be thinking pragmatically. You might be curious about investing time and money into a podcast, but you need to see the monetary value. That's a fair point, and I've got you covered.

From Audio to All Mediums

Creating a podcast isn't just about making audio content: You're building a versatile content hub. Podcast transcripts can become blog posts, quotes can turn into eye-catching social media graphics, and audio snippets can become teasers. When I started my podcast, it was in audio format only, which worked for a long time. It generated content and increased my social media following to twenty-thousand-plus followers in no time. Now I'm exploring video, allowing me to expand my content even further. Video remains a paramount medium, so I've seamlessly integrated it into my overall strategy. This multi-channel approach ensures your content reaches different audiences, catering to various preferences.

Ahead of the Podcasting Pack

The podcasting landscape has been booming this decade, and it's still a goldmine waiting to be explored by brands. There's never truly a right time to jump into something, but with our medical isotopes client, we were able to enter a space with little to no competition. This allows their podcast not only to benefit from being a fresh take but also to completely own the space. By identifying your niche and jumping in now, you demonstrate adaptability and innovation, setting your brand apart from competitors. Being an early mover helps you build a dedicated audience and establish your authority within your industry.

Data-Powered Podcast Perfection

Podcast analytics offer invaluable insights into your audience's behaviour. You can track metrics like downloads, listener locations, and episode performance to refine your content strategy. Identifying what resonates most with your audience allows you to tailor future episodes accordingly. For me, this data helped me expand my monetization opportunities by creating merchandise and services that I knew my audience would love. This data-driven approach strengthens your connection with your audience and can be applied to your other media, whether it is video or static assets.

In nearly a decade of podcasting, I’ve learned that what was once a trend is now an opportunity in more ways than one. Through thought leadership development, brand storytelling, industry connectivity, multi-channel message amplification, first-mover advantages, and insightful analytic learning, podcasting provides vast benefits to those who leverage this growing content platform.

For the last three years, I’ve been trying to help clients at Big Red Oak see the power of podcasting. We have extensive experience in podcasting strategy and production expertise to help you start your podcasting journey. Your audience is eagerly waiting to hear your unique story, and podcasting is the perfect medium to share it. Let’s connect and talk about how we can leverage podcasting to enhance your brand's presence and reach.

Nightwood Theatre and Tapestry Opera: Telling Their Story

This is a story of synergies. Of passion and courage. Of the spirit of creativity coupled with the foresight of pragmatism to elevate the community with the gift of art. It is a story about two Toronto-based cultural organizations facing a formidable obstacle. And how Big Red Oak responded to help them turn a setback into a success.     

A Powerful Partnership

Nightwood Theatre and Tapestry Opera have been partners in art for over 20 years, bonded by their values and sharing their space. Both organizations have engaged their audiences over the years, stimulating conversations that can change perceptions about who we are and where we’re going as a society.    

Nightwood Theatre, Canada’s leading feminist theatre company, raises the voices of women and gender-diverse folks, not only through producing and touring award-winning productions but also by nurturing the talents of new artists and providing a place founded on diversity and empowerment. Tapestry Opera transcends the stereotypes of the genre, pushing the boundaries of sound and performance with original Canadian productions featuring innovative technologies and exciting settings.

But in 2021, after almost two decades as founding tenants of Artscape in Toronto’s Distillery District, they received the distressing news that their lease would not be renewed; and they had to begin the search for their new home.

The two companies launched a partnership with St. Clare’s, a charitable organization that offers affordable housing, to create a collaborative facility for the city’s performing arts community. With governmental and fundraising support, Nightwood Theatre and Tapestry Opera are presenting live productions for the upcoming season in their new location.

Sharing the Values

Big Red Oak is keenly attuned to the trials and triumphs of small businesses. We have confronted our own challenges and understand the positive impact of bringing people together to surmount the roadblocks that stand in the way of their goals. 

“We felt an affinity with their struggle and welcomed the chance to be part of their solution,” commented Lee de Lang, founder of Big Red Oak. “Our values are aligned with theirs: transparency, respect, and collaboration. We believe in the power of people to make meaningful change, and this initiative testifies to this truth.”

Our creative team was inspired by the determination and enthusiasm of the artistic people at Nightwood and Tapestry, as they looked forward, rather than back, staunch in their vision of advancing a thriving, progressive arts culture in the heart of Toronto. We injected our own passion for art into their project, using our expertise to highlight the accomplishments and aspirations of these organizations through video.   

Behind the Scenes

Big Red Oak’s creative producers, Alistair Simpson and Joel Ruscinski, originally intended to tell a simple story about fellow creatives. But the reality behind the scenes soon expanded their expectations.

“There are a lot of parallels between these people and Big Red Oak,” Alistair said, “and the story became much bigger.”

As producer and director, Alistair had planned to capture a rehearsal and gather some ‘cool’ imagery, like a lighting setup or actors workshopping; but, as he and Joel got to know the people, they realized that this approach would just scratch the surface.

“The real story is about the Nightwood and Tapestry team and what they were trying to overcome,” explained Alistair. “They are deeply passionate about the arts and being a beacon of hope in Toronto.”

Alistair and Joel found their biggest challenge was editing down all the footage.

“It was a freeing experience to tell a long-form story about people who care so much about their work and their community,” said Alistair. “We could have made a feature documentary with all the stories we collected during the shoots.

Celebrating Success

As partners in art and partners in humanity, the people at Big Red Oak were thrilled to help celebrate the talented group at Nightwood and Tapestry's success in establishing a new venue at St. Clare’s on Toronto’s Yonge Street.

The city is richer for the bold, imaginative theatre and opera presented by these organizations, and Big Red Oak is proud of our role in sharing their story of optimism, dedication, and resilience in the face of disappointment. A story with a message that resonates with our team … a story that is a joy to tell.

If you want to check out the video, you can see it here.

Beyond the Rhetoric: The Nuclear Narrative for the Average Canadian

— By Lee de Lang, Founder Big Red Oak

I am very hopeful 🙏🏼 It feels like we’re on a positive trajectory, moving towards a sustainable and clean energy future. 💡 However, there are still some challenges that we should overcome. This blog shares thoughts on the role nuclear plays in a healthy, clean energy mix, why we need to start talking relatable to the public, and how we can do that 🤔

Marketing The Future of Clean Energy

Reading through announcements and seeing the posts and celebrations of all the great activity that’s being done in the energy sector, I can’t help but also notice that, amidst this excitement, there’s also a lot of rhetoric, misinformation, hidden agendas, fear-mongering and just basic mud-slinging that’s put out there as well. 

One of the casualties of this discourse, through the confusion created, is our general public. These people make up the families, businesses and communities of our province, country and worldwide. These are the people we need to have as our champions. If a clean energy system is to advance unimpeded, we need a public that is informed, aligned and advocating for the advancement of clean energy grids worldwide. This screams of opportunity to create a unified narrative and keep us rowing in the same direction.

The nuclear industry is at a pivotal moment, poised to be a hero in this clean energy narrative. To lead effectively, we must provide clear and accessible information, building public support through engaging and relatable stories. One area of confusion is the supply mix. To understand the role of nuclear, the public must first understand the diverse energy supply mix and the necessity of various sources. Equally important is our ability to communicate these complex concepts, transforming technical facts into compelling, trustworthy content.

The Role of Nuclear Energy in the Clean Energy Mix

We know that nuclear energy is the cornerstone of a reliable and resilient clean energy system. As a baseload power source, it ensures a constant electricity supply, operating at a capacity factor of around 90%—far exceeding the intermittent nature of renewable sources like wind and solar​ (Energy.gov)​​ (World Nuclear News)​. This reliability is indispensable for maintaining grid stability and meeting consistent energy demands.

Moreover, nuclear energy's zero-carbon emissions during operation make it a critical player in reducing greenhouse gas emissions. Advanced technologies such as small modular reactors (SMRs) also promise efficiency, safety and flexibility, further cementing nuclear’s role in a clean energy future​ (Energy.gov)​.

Crafting a Narrative for the Public

To resonate with the public, the narrative must transform these technical facts into relatable stories. Here are some thoughts on how this could be achieved:

1. Humanizing the Technology: Highlight the human aspect of nuclear energy. Stories about communities benefiting from nuclear power or the innovative minds behind the latest technologies can make the industry more relatable and inspiring.

2. Visual Storytelling: Use infographics and animations to explain how nuclear energy works and its role in the energy mix. Visual content can simplify complex concepts, making them easier for the public to understand.

3. Emphasizing Environmental Impact: Stress the zero-carbon advantage of nuclear power. Create content that shows nuclear energy as a hero in the fight against climate change, protecting the environment for future generations​.

The Necessity of a Mixed Energy Portfolio

A balanced energy portfolio, incorporating nuclear alongside renewables like wind, solar and hydro, is essential for a resilient energy system. While renewables offer significant environmental benefits and are increasingly cost-competitive, their intermittent nature requires a stable partner—this is where nuclear energy excels​ (World Nuclear News)​​ (IEA)​.

Communicating the Complementary Roles

To effectively communicate the complementary roles of different energy sources, we think about strategies like these:

1. Analogies and Metaphors: Use familiar analogies to explain the energy mix. For example, describe the energy system as a balanced diet where nuclear energy provides the essential nutrients, and renewables add the vitamins and minerals for a healthy system.

2. Case Studies: Share success stories of regions or countries that have effectively integrated nuclear and renewable energy sources. Highlight the benefits, such as reduced emissions, increased energy security and economic growth.

3. Interactive Content: Develop interactive online tools that allow users to see the impact of different energy mixes on grid stability, carbon emissions and energy costs. This can engage users and deepen their understanding of the importance of a diverse energy portfolio.

What can we do next?

The nuclear industry's challenge lies in advancing technology and effectively communicating its benefits to the public. By aligning our efforts and turning technical facts into compelling and relatable stories, we can build public support for nuclear energy as a vital part of the clean energy mix. Emphasizing nuclear energy's reliability, environmental benefits and complementary role can help create a positive narrative that resonates with a broad audience.

By employing these strategies, the nuclear industry can enhance its marketing efforts, foster a deeper understanding among the public, and have them ultimately contribute to advocating for a sustainable and resilient energy future​​.

My Personal Journey to Nuclear Advocacy

— By Marilyn de Lang, Writer & Editor at Big Red Oak

“Nuclear? No way! What’s wrong with wind and solar?”

Turn the clock back a few years, and that was me. Say the word, and my head was instantly filled with stereotypical images of mushroom clouds and mass destruction. What did I know about nuclear energy? Nothing. So why did I take such a strong position?

Good question!

The very mention of ‘nuclear’ is alarming to many people, although it shouldn’t be. After all, it’s science, not science fiction. But it’s so associated with the word ‘weapon’ that it often wears the dark cloak of warfare. Someone once pointed out to me that linking the name ‘nuclear’ with ‘war’ is akin to linking ‘electric’ with ‘chair.’ It’s all about the context.

This blog shares my trek from uninformed opinion to a fact-finding process to my enthusiastic support for the power of nuclear to make a positive impact on our world and its future.

From Skeptic to Advocate

In 2017, I joined Big Red Oak as a writer … and my education began. My first foray into researching and writing scripts and blogs for our nuclear clients was an eye-opener. I learned about the multiple layers of safety built into every operation. I discovered the miracle of medical isotopes, working their magic to sterilize equipment and diagnose and treat cancer. I could look up and see for myself how Ontario’s phase-out of coal cleared the skies above Toronto. Nuclear energy made that happen.

My new colleagues helped me on my journey, sharing the vivid stories they had brought to life through video. Stories of the history, the progress and the promise of nuclear energy. Animations and live-action footage showed me the inner workings of a nuclear reactor. Archival footage revealed its roots and evolution. I was moved to tears by the testimony of patients whose lives were saved by new therapies and a severely asthmatic child whose world was transformed when clean nuclear energy replaced coal-fired smog. 

‘Nuclear’ took a new place in my consciousness as a vision of health, not a harbinger of doom. 

Looking Forward

And so the seed of knowledge took root, sprouted branches of awareness, and grew into a sturdy trunk of comprehension. 

“So what’s wrong with wind and solar?” Nothing. They are an important element of our energy mix. But they can’t do it all. Today, nuclear contributes about 34% to Ontario’s grid, with wind providing 13% and solar just 1%. And, as our demand for electricity and our concerns about climate change grow, nuclear solutions are the key to a healthy environment for our children and their children.

My learning curve is ongoing, with constant new innovations to improve the quality of life around the globe. The nuclear industry is never static. The dedication of its scientists, researchers, executives, workers and stakeholders is truly inspiring. They continually build on their achievements to create a future of reliable electricity, economic prosperity and medical breakthroughs. 

I’m grateful that circumstances took me on this path: one that continues to invite new discoveries at every turn. I’m grateful I can play a small role in helping to share the message of the nuclear advantage. I’m grateful that so many people are working to give my grandchildren the tomorrow they deserve. 

Looking back, I’m puzzled by my initial reaction to the concept of nuclear energy. I hadn’t bothered to research the industry’s commitment to safety. I knew nothing about its role in reducing carbon emissions or its contribution to medical advancement. 

So, now, my response has radically changed. 

“Nuclear? Yes! Because it leads the way to a better world.”

Big Red Oak is committed to sharing the good news about nuclear. Stay tuned to our blogs to hear more about our journey.

Ruskoka Camp

Hold onto it – the summer is slipping away…….and it’s gone. The season rushes by every year, leaving us yearning for more time to chase our sunny dreams. My wishlist of summer adventures remains largely unchecked and while some plans might wait for next year, others will fade away. I do want to share one gem from this summer – not just in my memory, but one that's etched into the hearts of 64 kids who experienced adventure at Ruskoka Camp in Bracebridge.

Let's just rewind for a moment ... Alex Sakuta, a friend that I had made through our work in the nuclear industry, radiates infectious energy (pun intended). His excitement for everything he touches draws you in. At a nuclear conference back in February, Alex told me about his 23-year-old brainchild: Ruskoka Camp. Nestled in Muskoka's wilderness, this camp becomes a second home for 10- to 16-year-old campers and reunites former attendees as passionate volunteer counsellors and camp staff. 

My curiosity was piqued. Being an outdoors enthusiast and having grown up in Bracebridge, where the camp resides, I pressed to hear more. Alex's description painted a vivid picture of the camp's beauty, its vibrant activities, and the community that keeps it alive. As a storyteller by trade, I couldn't help but propose an idea: capturing the camp's essence in a video as a testament to its magic and a pragmatic call for sustainable financial and volunteer support.

With cameras in hand, July saw our crew at the camp, stepping into the campers' shoes. There were obstacle courses, canoeing, archery, hikes, and bikes – we experienced it all. But what truly struck me was the bonds being cemented between these campers and their volunteer counsellors. And the maturity and natural leadership the young counsellors emanated in building a healthy ecosystem. There was a feeling of unity, regardless of age, as counsellors encouraged and campers thrived. This harmony was what made Ruskoka Camp special.

As an outsider looking in, I was moved by Alex's selflessness in devoting his time, tirelessly creating and nurturing this haven for kids to grow and learn, gaining leadership and outdoor skills and confidence in themselves to solve problems – it was inspiring. 

As the day came to a close, I was asked to share my own journey with the campers – my trials in building a creative business, leading a team, and sustaining a passion-fuelled career. Humbled, I stood before these young faces, hoping to add some piece of wisdom to their reserve. And following my short talk, their questions! Deep, probing, and thoughtful, the genuine curiosity, engagement, and thirst for knowledge took me by surprise.

My takeaways after being recharged through the spirit and passion of the volunteers, the sheer joy and excitement and inclusivity of the campers, and just being in the woods, I remembered what it looked like with the whole world in front of you: Opportunities abound with growing independence to take the reigns of your destiny, to hold on and approach it with an open mind, a zeal for adventure, and fearlessness to take on the challenges that will be faced on the journey. It was a great reminder and motivator of the qualities that we continue to drive in the story that we write here at Big Red Oak.

So while this summer might not have seen all my checkboxes ticked, I'm grateful that I was able to re-live and reimagine on that day at camp. 

— Lee de Lang

A Journey of Reflection: Celebrating Earth Day

“Leave your workplace in a better state than you found it.” This is a maxim of the nuclear industry, and one would hope it could be echoed for the state of our environment.

Earth Day reminds us of our responsibility to shape a healthy legacy for future generations. We all do our part: recycle, compost, reuse, buy electric rather than gas-powered vehicles, etc. As a creative agency focused on the energy sector, we have discovered an even more effective route to emission reduction that can get our planet back on track.

How Our Journey Began

We first dipped our toes into the waters of knowledge many years ago when we partnered with Bruce Power to produce marketing content communicating their message of clean air, economic growth and medical isotopes. We have since learned of the significant impacts of nuclear energy on most of Ontario’s electricity – phasing out coal-fired plants and substantially reducing smog days – and the role the industry can play in reaching the world’s climate change goals.

This enlightenment is only the beginning. A deeper dive reveals the industry’s staunch commitment to developing innovative solutions to fight climate change, boost the economy and generate life-saving isotopes. 

Embracing the Nuclear Vision

These insights ignited our passion, and we dove all the way in, embracing the vision of a nuclear-powered global future. Many perceptions about nuclear power are clouded by the absence of accessible fact-based narratives, dampening the progress of clean energy and its worldwide impact on health and well-being. It is here that we found an opportunity to partner with generators, suppliers, government agencies and associations to align public perception with knowledge and continue on the road forward to achieve this vision.

Through servicing the nuclear sector, we have travelled a path of knowledge into who they are and what they do. Our work transcends corporate accountability to our clients: It is grounded in a profound and personal faith in their ability to safeguard our environment. If we could look into the future and see the world our great-grandchildren will inherit, we would appreciate that the action we take today is the gift we are leaving for their tomorrow. 

Travelling Together for a Better World

On Earth Day this year, Big Red Oak is celebrating our sustained advocacy for nuclear’s story of emission-free energy and medical advancement. We are inspired by the skilled people in this industry who are dedicated to leaving our global workplace in a better state than they found it. We hope that sharing their stories will spark individual journeys of knowledge to unite our voices and protect our Earth.

Influencing Perceptions with Strategic Storytelling

Ready to change the public view on nuclear energy? Can strategic storytelling persuade and influence a revolution in perception? We have thoughts to share on how the power of narrative can offer communicators the tools to craft compelling stories that captivate, convince, and inspire action.

Start With Strategy

At the heart of Big Red Oak's philosophy lies the commitment … actually, it’s not just a commitment … it’s our passion and purpose … being thoughtful and smart in how we help people solve their marketing and communication challenges with creative content. We don’t just execute tasks: We challenge preconceived notions and ideas that push toward innovative and strategic thinking (backed by data and intelligence) that integrates with production creative to connect and inspire an audience to take action.

This mindset is fundamental to the success of any marketing or communications effort for our clients, especially in some of the more complex industries we service … like nuclear power generation. Here, there is an opportunity and a need for sustained public advocacy and engagement to help drive a transformation in public perception toward a clean and reliable energy system.

It’s the fusion of good strategy (who, what, where) with emotionally compelling and creative content (how) that marketing and communications efforts can start to sway public perception and effectively influence the decision-makers in setting a favourable clean nuclear energy supply mix.

Who We Really Should Talk To: Influencing the Influencer

In a sense, communicating and marketing nuclear is not too dissimilar to marketing products and services that appeal to children. Children rarely have the decision-making or purchasing power to buy that latest toy or get that super-sweet breakfast cereal. Their parents or guardians do. In nuclear, the public has little decision-making and no buying power to choose the energy supply mix. The policymakers and governments do.  However, in both these cases, the children and the public can influence the decision-makers. This is why ensuring that the “influencer” is armed with the tools they need to motivate the decision-maker is essential.

This analogy highlights the importance of "influencing the influencer," a strategy that involves understanding the audience, crafting compelling messages, and delivering those messages through the right channels. For the nuclear industry, this means stepping out of the echo chamber of industry peers and policymakers to reach the general public (the true influencers) through strategic channel planning, persuasive messaging, and creative content.

Do We Know Our Audience?

We need to reach the public, but who are they? What do they care about? Where do we reach them, and how?

That’s where data pulled through polling identifies varying levels of knowledge and reveals misperceptions and fears that can be related to demographics. This is reconciled to financial, behavioural, and geographic information, which gives insight into the audience’s lifestyles, concerns, media, and channel preferences … and we now have a view of their consumer patterns, use of transportation, and social habits. From this analysis, personas can be developed to build a targeted marketing and communications strategy to drive the messages through the relevant channels.

What Do We Need Them To Know?

Complex industries need simple messages that sustain and expand public interest and knowledge. Messages that build momentum through public discourse are prompted by relatable stories that reflect personal experiences. 

Nuclear has the tools through proof points of value: technological advances, life-saving nuclear medicine, and a clean source of energy with zero carbon emissions, an issue that’s gained media attention with rising global consciousness of the challenges of climate change.

The emphasis on strategic thinking, insightful data, and creative storytelling provides an effective tool for influencing and motivating action. This approach validates the power of narrative to convey messages that build trust and prompt action.

Organizations can forge stronger connections and cultivate a profound understanding of their missions and values by engaging audiences with authenticity and empathy. This engagement is critical in building brand trust and loyalty and establishing relationships beyond superficial interactions and transactions.

Bringing It Together: Strategic Storytelling

The transformative power of strategic storytelling can influence perceptions for businesses looking to navigate the complexities of their industries and foster a positive dialogue with prospective customers, public advocates or influencers, corporate or government decision-makers, or internal stakeholders. 

By blending insightful data with emotionally compelling content and targeting the right audiences, businesses can significantly influence perceptions and inspire meaningful action. Big Red Oak specializes in harnessing this power to craft stories that not only resonate deeply but also inspire and provoke action. If you want to elevate your strategic content marketing and create a lasting impact, consider connecting with Big Red Oak: We’re here to help.

If These Walls Could Talk…

Big Red Oak believes in the power of storytelling, so we decided to give a voice to our wall. Painting a tale of who we are, what we do and how we play.

Our company’s vision is founded on a people-first philosophy. Building relationships with our clients and partners; sharing ideas and ambitions within our staff; caring about the people we work for and the people we work with. And imbuing it all with a life-loving spirit of fun. 

This is what inspired us to visualize our story: a project that called upon our ingenuity, engaged all our employees; and gave each of us a sense of belonging. And one that literally illustrates our values of honesty, authenticity and passion.  

It was a simple recipe: blank wall, creative talent, some extra time in the off-hours. We just needed to pool some ideas … and so the team was polled: “Tell us what’s important to you.”

And our people responded, giving us a glimpse into the things they care about and what they represent. 

Cameras and clapboards = artistic freedom of cinematic expression.  

Kayaks and campfires = appreciation of the tranquility and beauty of nature.

Bicycles and weights = health and fitness that promote the good life.

A guitar for the musicians among us. Coffee and cigars for the leisure hours.

And Anton, our office mascot with the trademark fedora, adding his distinctive vibe.  

Our designer, Raz, was given a lot to think about. He made a list of our favourite things and drafted a sketch, placing our iconic tree ring in the centre as the heart of the image, which draws all the diverse items into its orbit. 

The tree ring is a fitting symbol for the collaborative core of our company. Tree rings disclose the story of a tree’s past — its age, its history, its environment. Our tree ring tells our story, too: a story of longevity and resilience, of life affirmation and camaraderie. A place where individuals confide their dreams and joys, challenges and triumphs, and come together to be part of a connected whole. 

So what does the future hold? Big Red Oak is excited about our business growth. We’re expanding and evolving, stretching our creative muscles and exploring innovative possibilities, stimulated by our deep commitment to our work, our people and our clients.

And so … there are always ideas that are percolating, more blank walls to fill, and more stories to tell. Stay tuned!

10 Questions Every Organization Should Ask Themselves

Time-honoured wisdom tells us that the route to fulfillment is to ‘know ourselves’. The fly in the ointment is that it’s not a once-and-done scenario. We change. Companies change. Society changes. 

Like all forward-thinking businesses, Big Red Oak evolves with the times; and we recently took time for an introspective appraisal to support our growth and better serve our clients. We recognized that our sweet spot lies in our capacity to develop and invigorate our clients’ marketing and communications platforms with strategic, creative content grounded in agile processes and excellent quality. 

Our business thrives when our clients thrive … and so we came up with a set of 10 questions to help organizations evaluate and elevate their capabilities, and ultimately find solutions to their own specific challenges.

1. Who are you?

Seems simple enough … but look closer. Does your Vision, Mission and Values statement translate into actionable initiatives that reinforce your brand to your staff, partners and clients? Are your people aligned with your objectives and culture? A compelling and cohesive message is key to your marketing success by letting your clients know exactly who you are. 

2. Where do you want to go?

Where do you want to be in the next 12 months? In five years? In ten years? What are your goals? Are you following industry trends and watching the competition? Do your marketing strategy and tactics keep pace with our dynamic digital landscape?

3. How are you going to get there?

What’s the state of health of your platforms and resources? Are you sending the right marketing messages through the right channels to the right audiences? And getting the results you want? What about your internal communications? Is your staff enthusiastic and energized, or could your internal comms use a shot of adrenalin?   

4. Who will lead the way?

When people don’t see a light at the end of the tunnel, it’s easy to get bogged down. This is why it’s important to clarify roles and responsibilities, identifying the decision makers who can look at the big picture, delegate the tasks and coordinate the action. Are your teams equipped to put your company on top of their game? Do you consider complementing your in-house resources with outside strategists, creatives and content producers?

5. Who are you speaking to?

Marketing is never a case of one-size-fits-all. It’s worthwhile to frequently re-assess your various audiences – stakeholders and employees, clients and leads, partners and investors, government and the public. Keep your communications on target by understanding their current needs and speaking their language. 

6. What are you telling them? And how are you sharing your story?

If your audiences are well defined, you can hone in on the right story to tell and the best way to tell it. Remember that people consume content differently: through websites, social media, presentations, newsletters, podcasts, events. And every format has its role: Video is a magnet for engagement; infographics simplify complex facts and stats; white papers take a deep dive; case studies prove value. To get the most bang for your buck, know what you’re saying, who you’re saying it to, and how you’re saying it.

7. What are the other guys doing?

Forge your own way, but don’t pass up the chance to learn from your competitors. How are they distributing their message? What do they do that you’d like to incorporate into your own marketing and communications campaigns? What do you think they’ve done that misfired? The experiences of others – both good and bad – can be productive.

8. What could you do better?

Put yourself in your competitors’ place. If you’re looking at them, they’re likely looking at you, too. What do you think they see? Try sending a survey to your employees and trusted partners to ask for their honest impressions of what they like, what they don’t like, and how you could improve. Then use their insights to tweak your marketing and communications approach.

9. What’s holding you back?

Perhaps you’re having trouble attracting the best talent and could use a refresh of your recruitment tactics. Maybe your marketing strategy is inconsistent or lacking fresh, creative content to back it up. Or your resources may not be keeping up with your growth, and staff members may be heading to burnout.  

10. What’s pushing you forward?

Don’t just dwell on your weaknesses; consider your strengths, too. A balanced view can unlock opportunity. You may have a great plan, a dedicated team and exciting new products or services to launch. When your capabilities and strategies support your objectives, you can soar to new heights.

We hope this is food for thought. Our own journey of introspection gave us some constructive insights. Insights that we can pass on to our clients as we listen to their stories, help them find their solutions and celebrate their success.  

Communicating the Message – CCRM

“There is originality in [Big Red Oak’s] techniques, which I think mirrors the cutting-edge work we do.

– Stacey Johnson, Director of Communications and Marketing, CCRM

CCRM is a public-private partnership with a complex and critical mandate: to build a strong regenerative medicine ecosystem in Canada through global collaboration. Regenerative medicines, including cell and gene therapies, have the potential to cure, not simply treat, devastating diseases and conditions. The foundation for successfully transforming cell and gene therapies into life-changing patient outcomes depends upon strategic funding, dedicated infrastructure and specialized expertise. CCRM approached Big Red Oak to create a stakeholders’ relations content program to strengthen that foundation.

The Challenge

Part of CCRM’s success rests on appealing to funding and investment partners, building equity in expertise by attracting academic and business talent, and communicating its services to industry and academics. Their broad and complex message demanded extensive exposure. Stacey Johnson, CCRM’s Director of Communications and Marketing, also explained that stakeholders, customers and partners regularly ask for tours, but this entails the risk of bringing contamination into the facility, particularly in the GMP-compliant Centre for Cell and Vector Production (CCVP), where manufactured products will be used for clinical trials and sterility is paramount. How could they show their state-of-the-art facilities to prospects in a meaningful, precise manner within the restrictions of biosecurity?

The Solution

Big Red Oak strategized on a way to equip CCRM with the tools they needed to communicate their value proposition quickly and efficiently to industry, academic and government stakeholders. Engaging, succinct and easily shared video is a particularly useful medium. And it carries another benefit. “Not only does a video make the space accessible to anyone who is interested,” Stacey says, “but it also gives them access to areas that they wouldn’t be allowed to enter in real life.”

Discovery sessions with CCRM complemented Big Red Oak’s research to learn about the organization and its key stakeholders and to formulate a winning strategy. The first phase presented an overview of its people, mission and impact through a corporate video, followed by further videos clarifying its work and elevating the brand. 

The Creative

Phase 1 illuminates the path “from the bench to the bedside” by sharing CCRM’s achievements and objectives with stakeholders through on-camera narration by executives, scientists, technicians and partners. The video introduces the central Toronto MaRS location through a timelapse treatment and incorporates a moving testimony from a patient whose life was saved through progressive therapy. The Big Red Oak content strategy expanded the return on investment through an adapted content approach to create a collection of short, shareable social media content. 

CCRM Corporate Video 

Big Red Oak’s strategic planning leveraged existing footage for Phase 2, together with additional macro videography and motion-graphic overlays. The award-winning video highlighted the new CCVP, a Good Manufacturing Practices-compliant facility producing cells and viral vectors for clinical trials, taking the viewers on an informative but humanized tour.  

Centre for Cell and Vector Production 

Phase 3 used video to replace live lab tours within the Centre for Advanced Therapeutic Cell Technologies (CATCT), freeing up time and resources and mitigating contamination risk. The virtual tour is both efficient and engaging, introducing key staff members who describe their roles in achieving the objectives of CCRM. A hosted voice-over is complemented by experts’ narratives which juxtapose the explanation with the activities and demonstrate the link between process and patient outcomes.

Inside the Lab 

Big Red Oak wrapped up the program with a culmination of the solution to provide CCRM’s stakeholders with effective content by honouring its ten years of achievements and recognizing the promise of the future. A punchy introduction reveals the passion of its partners and advocates through a single-word testimonial. The mixed-media treatment includes self-recorded videos, motion-graphics text and previously shot footage. 

CCRM – 10 Years 

The Result

Stacey recognizes the success of the platform developed by Big Red Oak. “We’ve been very pleased with what they’ve produced. We have a good working relationship, and I think it comes through in the videos.” 

Big Red Oak uses its strategic insights based on experience and ingenuity to develop concepts that overcome constraints: in budget, in timelines, in forces of nature. The onset of the COVID-19 pandemic in 2020 introduced new challenges, and Stacey was impressed by Big Red Oak’s solution for capturing the spirit of celebration for their 10th anniversary. User-generated content was transformed into a compelling video to recognize our corporate milestone, she said, adding, “I may have shed a tear or two.”

The Opportunity

The Big Red Oak solution has proved its efficacy in CCRM’s communication initiatives, and it continues to perform to drive their return on investment. “We have shown the videos at grand opening events; they get embedded into conference presentations; we use them to introduce CCRM to meeting guests and new employees,” Stacey says. By producing content that is flexible and adaptable, Big Red Oak has furnished CCRM with an excellent library of assets to share the story of its revolutionary medical breakthroughs and maintain its ongoing outreach to stakeholders. 

Exploring the Art of Leadership

– This article is the first in a series by Lee de Lang, Founder of Big Red Oak, about his learning experiences in leadership.

I’ve been thinking a lot about leadership lately. Now, I may be completely wrong, but I’m starting to sense that a lot of people are just figuring things out as they go along.

I’ve met people who really seem to have it all together; they’re confidently guided by a bulletproof plan that they’ve set out for themselves and their teams. I’ve also spoken to people who candidly confess that they are in a perpetual state of exploration and discovery and learning as they go.

Running a small business is very exciting, partly because every day is different. But the challenges and questions are brought forward in so many areas. Do we hire this person … and what role will they play? Do we pursue this new business opportunity; and, if we do, what’s the strategy to win that business? Do we buy this piece of gear? Can we try out this new motion graphics plug-in? Why is the WiFi dropping out? And who’s going to fix the wobbly toilet seat in the bathroom? It runs the gamut.

Even when you’re backed by a fantastically talented, committed and supportive in-house team, as I am, it can sometimes feel very lonely. People expect you to be in the driver’s seat for direction, ideas, motivation, leadership … when, really, you’re just trying to figure it all out, too.

Not totally sure? Gut check. Still not sure? Okay, let’s try it: maybe it will work!

So, what to do? I decided to try to find the direction, ideas, motivation and guidance to help me meet the challenges. I’ve started to follow other leaders, read their posts of wisdom, listen to podcasts, study leadership books. And this is when it occurs to me: I’ve been learning and discovering, and it’s been right under my nose all along.

Working with our clients has always been fulfilling. We build great relationships, and we enjoy supporting them in the amazing work they do. But I now realize that I’ve also had the benefit of seeing them lead. I’ve watched our clients work with their teams and observed how they communicate to their stakeholders, both internally and externally. 

I’ve seen the plans that they develop and execute, while we play our role in creating the strategy and content to support those plans. When I stepped back and took a look, I recognized that I’ve been educated and influenced for years by all of our clients through their business decision-making and the experiences we’ve shared through our work together.

To process all of this, and then put it into practice, I’m planning to make regular updates on “What I have learned from the people that we’ve met.” Through this exercise of exploration and discovery, I hope to gain the confidence to develop my own bulletproof plan. And, as for the wobbly toilet seat, I can fix that.