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Nuclear for Australia has officially launched its largest and most ambitious advertising campaign to date, 'Where the Sun Don’t Shine'.
A bold national campaign designed to generate significant public engagement and earned media around the case for nuclear energy in Australia. Launched in June 2026, the campaign is built to cut through the noise with creative, attention-grabbing messaging that extends its impact well beyond paid advertising alone.
The campaign comes at a critical time for Australia’s energy debate. With electricity demand continuing to rise and global attention turning toward climate and energy policy, Nuclear for Australia is focused on reintroducing nuclear energy into the national conversation and strengthening momentum . A key objective of the campaign is to ensure nuclear remains firmly on the political agenda, this is on the back of new polling released in April, which found a majority of Australians support nuclear power.
At the centre of the campaign is a grounded and relatable Aussie mum Nat. Through humour and Aussie larrikinism, the campaign aims to capture attention, provoke discussion, and encourage policy makers to reconsider nuclear energy as a serious solution.
The campaign was rolled out across digital, television, and outdoor media with highly targeted placements designed to maximise visibility, particularly among politicians during sitting week. This included high-impact billboards at Canberra Airport, a mobile billboard truck circulating key locations around Parliament House and daytime advertising slots on Sky News Australia during parliamentary sitting weeks.
The launch also coincided with Nuclear for Australia’s visit to Parliament House in Canberra alongside nuclear experts Kirsty Braybon and Tony Irwin. Over two days, 12 meetings were held with Federal MPs and Senators, engaging with a broad cross-section of political leaders from the Coalition, One Nation, and Labor. These discussions provided an important opportunity to engage with those making policy and to capitalise on the moment of the campaign.
With strong early momentum, Nuclear for Australia is confident the campaign will continue driving public discussion and political engagement in the months ahead, particularly in the lead up to COP31 Climate Conference at the end of the year.
Thank you to all the donors who gave and made this campaign possible, from the development, to the production and the final ad placement.
If you would like to financially support further roll out of the ad you can do so below.