The campaign objective was to reveal facts and create awareness of the risks associated with nuclear energy. The aim was to encourage people to vote against more nuclear power plants being built in Switzerland in the future.

The campaign used an unknown governmental fact to inform the Swiss about the hidden dangers associated with nuclear power and offered vital information leading up to the public vote in 2012.The campaign launched with a series of outdoor posters, followed by a nation-wide stunt. On May 25th, 2010 hundreds of people all around Switzerland fell to the ground at different times, making visible the speed of a nuclear cloud spreading. This disruptive situation was used to hand out “The zoning pass”. The pass informed people in which zone they lived and directed them to a fact-based website. The passes were also mailed to 2,000 politicians and 140,000 people living in the nuclear fallout zones. On the evening of the 25th all the footage collected from that that day’s event was compiled into a viral video. The viral led people to an informational and fact-based website.

The viral film has received over 770,000 views and was the most viewed YouTube clip within its category. To date it is also the most-viewed Swiss YouTube ad ever. GREENPEACE got over 3.7 million free media contacts and achieved their number one goal: To ignite debates about the dangers associated with nuclear energy leading up to the public vote in 2012.