Nuclear Plant Is a 'Weapon' In Hard-Hitting PSA Effort

Environmental group enlists HBR, The Think Tank to handle creative

A campaign scheduled to launch this month ups the ante in the fight to shutter the highly contested Indian Point Power Plant by calling the Buchanan, N.Y., plant a potential “weapon of mass destruction.”

Riverkeeper, an environmental group that has lobbied politicians to close the plant, worked with two New York shops, The Think Tank and Hanft Byrne Raboy & Partners. Riverkeeper executive director Alex Matthiessen said both agencies came up with the strategy independently and that both are working on creative.