The Nuclear Challenge (TNC) is a campaign led by University of Oxford spinout OxCo, in collaboration with Oxford University Innovation, to build public trust and confidence in nuclear energy — combining academic rigour, behavioural economics and adaptive content to inspire the next generation.
THE STATE OF AFFAIRS
Public sentiment toward nuclear energy remains fragile — historically, even isolated incidents have caused dramatic collapses in support, halting progress, shutting down reactors, and setting the sector back by decades. Despite recent improvements in perception, this progress is precarious. Sustained positive sentiment is vital, as it directly influences political will, regulatory ease, investment confidence, and the appeal of nuclear careers for young people.
MOMENTS THAT MATTER
When Japan’s Prime Minister symbolically spread Fukushima soil in his own garden, the world should have noticed. But the story barely travelled on social media. TNC is determined to ensure that important, hopeful moments like these are seen and shared —
A GENERATION READY TO LEAD
Young people are open to new ideas and will live longest with the consequences of today’s energy choices. TNC is the first global, pro-nuclear campaign designed to connect with ages 16–25 and in particular amongst underrepresented and disadvantaged groups. We’re helping them understand why nuclear matters — and giving them the tools to carry the message forward.
SMART, ACCESSIBLE CONTENT
Good arguments are grounded in science — but if they don’t reach people, they’re lost. TNC creates thought provoking content that’s easy to share. We meet people where they’re at: on their phones, in their feeds, and in everyday conversations.
We are in a unique position to lobby the world’s foremost debating chamber, The Oxford Union, to host a globally relevant debate on nuclear energy.
DEBATE AND DIALOGUE
Facts matter — but so does the courage to stand up for them. Public conversations are a vital step in removing the taboo and winning over the masses. TNC is bringing together the most compelling voices and the most credible research, to give experts the chance to defend nuclear energy on the global stage.
Conversations in both public and informal settings provides the social proof neccessary to normalise discussion and generate compelling content that builds curiosity and the desire to learn more.
ENERGY AND YOUR LIFE
People care about scientific truths. But it’s vital they understand that nuclear is about creating reliable power, that fuels warmer homes, thriving businesses, healthier communities, a sustainable planet, and it paves the way for a brighter future for you, and your loved ones.
LEADERSHIP TEAM
THE NUCLEAR CHALLENGE is a collaboration between some of the world’s top nuclear scientists, industry experts and scientific communicators. This unique partnership gives us the credibility, creativity, and conviction to challenge fear with fact — and inspire a new era of nuclear confidence.
Professor Adrian Bull
Adrian is President of the Nuclear Institute and Associate Director and BNFL Chair in Nuclear Energy and Society at the Dalton Nuclear Institute.
Virginia Crosbie
Virginia is a leading voice for nuclear energy in the UK and currently serves as Chairman of Supporters of Nuclear Energy.
Kirsty Gogan
Kirsty is a thought leader in sustainable energy innovation and co-founder of TerraPraxis. She serves on multiple national and international advisory boards shaping the future of nuclear energy.
Baroness Olivia Bloomfield of Hinton Waldrist
Olivia is a Welsh Conservative life peer in the House of Lords, serving as Shadow Parliamentary Under-Secretary of State for Wales since 2024.
Professor Wade Allison
Wade is an Emeritus Professor of Physics at the University of Oxford and a leading voice in nuclear physics and radiation safety.
Henry Preston
Henry is the External Communications and Media Advisor at the World Nuclear Association. He coordinates and creates content for articles, interviews, and policy papers to engage media, policy and decision makers.
Michelle Leslie
Michelle is a proven leader and industry veteran with over 20 years of experience at the intersection of energy policy, enablement, enterprise risk management, and coalition building.
Harry McAlister
Harry is a lifelong entrepreneur, founder and CEO of Oxford University spinout OxCo and creator of The Nuclear Challenge.
OUR CLIENTS
