Cérémé

After creating the brand identity, website, and social media presence for the think tank at its inception, CLAI has spent the last four years defending and promoting Cérémé’s positions in public debates to influence major political decisions on energy matters.

CLAI undertakes initiatives targeting public authorities, the media, and the general public. Beyond ongoing social media management, website updates, and regular meetings with decision-makers—through hearings, informal discussions, and conferences—several specific campaigns have been launched:

• January 2023: CLAI spearheaded a major advertising campaign in national media (Le Monde, Le Figaro, l’Opinion, and JDD) titled “Les Fausses Vérités qui biaisent le débat” (False Truths Skewing the Debate). Released ahead of the National Assembly vote on the renewable energy acceleration bill, the campaign garnered significant media and political attention, including a dedicated article in La Lettre A.
• December 2021: CLAI and Cérémé published a 2050 Electricity Mix scenario targeting the media and public authorities, advocating for a bold revival of civilian nuclear energy. The scenario’s assumptions were validated in a March 2022 study by Roland Berger. Around the same time, Emmanuel Macron’s Belfort speech in February 2022 and the government’s policy shift demonstrated the influence of Cérémé’s ideas as communicated by CLAI in shaping public debates and political decisions.
• Late 2021: To broaden its audience, CLAI launched a social media campaign targeting young people, calling for a moratorium on new wind farm projects. This campaign included a quiz where participants answered questions about wind energy. Over 11,000 individuals participated, driven by an innovative media strategy (press ads, web banners, and social media promotions).
• March 2021: CLAI introduced “Le Guide de l’Éolien: 25 questions à se poser sur l’éolien” (The Wind Power Guide: 25 Questions to Consider). Structured as a Q&A format, the guide served as an engaging educational tool to make discussions about wind energy and broader energy topics more accessible. It was distributed to mayors, local officials, parliamentarians, and high-profile public figures.

These campaigns, aimed at both national and local authorities, have provided Cérémé and CLAI with a deep understanding of public actors across local, national, and European levels.