The Focus
The Barakah Nuclear Energy Plant in the UAE is one of the largest construction projects in the region and a cornerstone of the nation’s ambition to achieve Net Zero by 2050. In the UAE, as elsewhere, nuclear energy faced significant public scepticism and a lack of understanding. ENEC needed to shift perceptions, build trust and position Barakah as a symbol of national pride and global leadership in clean energy.
The Thinking
Over 12 years, our strategic storytelling and milestone-driven campaigns evolved with the project - from ground-breaking, to construction to full commercial operations. An early focus on demystifying nuclear energy and safety paved the way for campaigns highlighting Emirati leadership, female empowerment, ENEC’s capacity for innovation and its fast-growing global standing.
The Difference We Made
By 2024, 83% of UAE residents viewed nuclear energy favourably. ENEC has established Barakah as a global benchmark in nuclear new-builds, with the UAE recognised as a flagship project for clean energy transition. Our work elevated ENEC’s reputation, attracted talent and investment and reinforced the UAE’s leadership in sustainable innovation.
