Started by CNN Founder Ted Turner and former Senator Sam Nunn, The Nuclear Threat Initiative (NTI) leads the effort to encourage governments to lock down and destroy poorly secured nuclear and chemical weapons and materials.

In 2004, Element launched a presidential advocacy campaign to elevate the issue with voters, using dramatic television, print and outdoor advertising. The campaign strategically targeted the client's investment with a focus on Iowa, New Hampshire and Washington, DC during the presidential nomination contests.

The ads had such a significant impact that they were cited several times on nationally televised debates throughout the election. In a general election debate, President Bush and Senator Kerry both identified this issue as the top threat facing America during one of their nationally televised debates, with Senator Kerry citing the Nuclear Threat Initiative by name when discussing the issue.

Given this breakthrough, voter concern about the issue escalated during and after the campaign, prompting NTI to recruit Elelement to plan and execute an online campaign to grow a grassroots community around the issue. Element developed social network profiles and campaigns with custom video content complemented by an email campaign to engage online activists and social network users.