Australia’s mining industry has launched a pro-nuclear influence campaign powered by the digital advertising firm credited for its role in Scott Morrison and Boris Johnson’s surprise election victories.
At the end of August, the Get Clear on Nuclear campaign kicked off with the creation of social media posts and advertisements run on platforms on Facebook, Instagram, TikTok and YouTube; as well as its own website.
The campaign, which urges “Australia to rethink nuclear as part of our sustainable future”, is only identified on its website as being backed by the Mineral Councils of Australia at the bottom of its terms and conditions page.
Get Clear on Nuclear’s social media accounts feature a political authorisation mentioning the council, too. (Although its social media advertisements on Meta’s platforms have not been tagged as content about social, political or election issues, limiting the amount of information that be seen about them).
A review of the website’s registration reveals the involvement of Topham Guerin, a New Zealand-founded advertising agency best known for its involvement with Australia’s Liberal Party and the UK’s Conservative Party’s election victories in 2019.
The website itself is registered to Topham Guerin Pty Ltd and its registrant is the firm’s global tech director Andrew Macfarlane.
Topham Guerin has worked for a wide range of clients from Spotify to charities, but has gained the most attention — and notoriety — for its involvement with global conservative politics.
In addition to the 2019 election campaigns, Topham Guerin has worked with New Zealand’s National Party — founders Sean Topham and Ben Guerin were members of the party’s youth wing before starting the firm — and the Conservative Party of Canada.
The firm has attracted controversy for its reported involvement in running a “large-scale professional disinformation network on behalf of paying clients including major polluters, the Saudi Arabian government, anti-cycling groups and various foreign political campaigns”, as well as its efforts to pay influencers to attack a critic of one of its clients, Palantir.
While playing down its links to conservative politics, the firm has promoted its ability to shift elections through social media strategy. In 2019, Guerin spoke about how its harnessing of “boomer memes” helped Morrison’s come-from-behind victory over Bill Shorten.
This meme-savviness can be seen in its content for the Mineral Council of Australia campaign. Its TikTok account posts videos of parodies of the popular video game Fortnite and faked text messages purportedly sent to the account’s “girlfriend”, all promoting nuclear energy.
Minerals Council of Australia CEO Tania Constable did not answer Crikey’s questions, instead giving a general statement about the campaign.
“This campaign, entirely apolitical, is about educating and informing Australians about the unique benefits and advantages of nuclear energy, dispelling myths and misconceptions that are being used to denigrate an energy source that the developed world has long embraced,” she said.
Topham Guerin did not respond to a request for comment.
