TVA’s answer to a “recruitment and reputation” problem? Popular YouTube creator Destin Sandlin, aka Smarter Every Day. (Chattanooga Times Free Press)
The strategy: TVA execs realized traditional PR wasn’t reaching younger demos, so they offered Sandlin rare access to its Sequoyah Nuclear Plant to show the “boring” reality of nuclear safety to his 11M subscribers—a move they hope will inspire a new generation of nuclear engineers.