After a rough year of collapsing oil prices and the embarrassing dethroning of Alberta’s longtime Progressive Conservative government, the oil and gas industry could use a win. The latest campaign from the Canadian Association of Petroleum Producers (CAPP) was probably designed to be one.

Alas.

Developed as part of CAPP's ‘Energy Citizens’ movement, the ‘Raise your Hand’ campaign is well-designed and clearly expensive. Online and off, it features smiling multiracial faces with hands raised — overlayed with hand-drawn outlines of patriotic maple leaves. There are cheerful videos, interactive bus shelter ads and an online submission form to stay connected. It even has a hashtag (#ryhcanada), the extremely limited Twitter impact of which must be giving at least one advertising executive an ulcer right now.

As Mark Hume noted in the Globe and Mail this weekend, an ad campaign that attempts to co-opt patriotism for its own ends is hardly something new. NGOs have done it for years. So have McDonalds, Molson's beer and Roots. And yet, as Hume says, “CAPP’s slogan — 'Raise your hand because you are proud of Canada’s oil and natural gas' — doesn’t quite have the same ring as one that urges you to raise your hand against racism, ignorance or disease.”

Hume writes that the campaign could have been more successful, had it not been launched in the same week as a massive oil spill in Santa Barbara, which reminded “Canadians — and especially British Columbians where two new oil pipelines are proposed — what happens when one of those .001-per-cent accidents happen.”

I’m not so sure.

While the campaign is not a failure on par with the spectacular collapse of BC Ferries ‘#NameAFerry’ contest, its inability to spark public enthusiasm is not surprising. Even without the Santa Barbara oil spill, it’s reasonable to wonder if pipelines and patriotism fit together as naturally as the industry would have us believe. After all, it’s hard to raise our hands in blind allegiance when the failures and questionable behaviour of industry executives are so hard to ignore.

I could go on.

If recent polling is correct, 72 per cent of Canadians want to see more jobs created in the renewable energy industry. Fifty-eight per cent of Canadians go even further, wanting to see oil and gas use phased out in favour of renewable solutions. And even the Harper government has publicly acknowledged that climate change demands at least a little immediate attention.

So to the folks at CAPP and their marketing agency of record, may I humbly suggest an edit to your ask? Something a little more measured, a little more Canadian.

Raise your hand if you acknowledge that while oil and gas and other extractive industries are a big part of the Canadian energy mix now, they don’t have to be forever. That pipelines fail and transporting oil and gas is inherently dangerous. That if Canadians want to meet our climate goals without having to buy carbon credits from other countries, we need to start investing more in renewables.

Raise your hand if you agree we all deserve a more nuanced conversation about Canada's energy future.

Image Credit: CAPP

Like a kid in a candy store
When those boxes of heavily redacted documents start to pile in, reporters at The Narwhal waste no time in looking for kernels of news that matter the most. Just ask our Prairies reporter Drew Anderson, who gleefully scanned through freedom of information files like a kid in a candy store, leading to pretty damning revelations in Alberta this spring. Long story short: the government wasn’t being forthright when it claimed its pause on new renewable energy projects wasn’t political. Just like that, our small team was again leading the charge on a pretty big story

In an oil-rich province like Alberta, that kind of reporting is crucial. But look at our investigative work on the Coastal GasLink pipeline to the west, or our Greenbelt reporting out in Ontario. They all highlight one thing: those with power over our shared natural world don’t want you to know how — or why — they call the shots. And we try to disrupt that.

Our journalism is powered by people just like you. We never take corporate ad dollars, or put this public-interest information behind a paywall. Here’s the thing: we need 300 new members to join this month to meet our budget. Will you join the pod of Narwhals that make a difference by helping us uncover some of the most important stories of our time?
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When those boxes of heavily redacted documents start to pile in, reporters at The Narwhal waste no time in looking for kernels of news that matter the most. Just ask our Prairies reporter Drew Anderson, who gleefully scanned through freedom of information files like a kid in a candy store, leading to pretty damning revelations in Alberta this spring. Long story short: the government wasn’t being forthright when it claimed its pause on new renewable energy projects wasn’t political. Just like that, our small team was again leading the charge on a pretty big story

In an oil-rich province like Alberta, that kind of reporting is crucial. But look at our investigative work on the Coastal GasLink pipeline to the west, or our Greenbelt reporting out in Ontario. They all highlight one thing: those with power over our shared natural world don’t want you to know how — or why — they call the shots. And we try to disrupt that.

Our journalism is powered by people just like you. We never take corporate ad dollars, or put this public-interest information behind a paywall. Here’s the thing: we need 300 new members to join this month to meet our budget. Will you join the pod of Narwhals that make a difference by helping us uncover some of the most important stories of our time?

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The Narwhal’s reporters uncover energy stories that send shockwaves throughout Canada. But they can’t do it alone — we need to add 300 new members this month to meet our budget. Will you support crucial climate reporting that makes an impact?
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The Narwhal’s reporters uncover energy stories that send shockwaves throughout Canada. But they can’t do it alone — we need to add 300 new members this month to meet our budget. Will you support crucial climate reporting that makes an impact?