The Mactaquac Generating station was expected to reach the end of its useful life much sooner than anticipated due to problems with the concrete. Any decision about the future of the facility would directly impact all New Brunswickers because the cost of the project would be recovered through rates.
In partnership with NB Power, NATIONAL created a public engagement program to gather values-based input to inform the utility’s decision. The public engagement program was supported with a compelling and fully integrated invitation strategy that leveraged earned, owned, and paid channels. The engagement tactics included a custom online survey tool, community dialogue sessions, open houses, and various other tactics to bring the conversation directly to New Brunswickers—both in-person and online.
As a result, NB Power had the benefit of input from approximately 10,000 New Brunswickers as they considered their final decision and a strong majority of the province’s population were made aware of the big decision to be made.