For a column about the dismal image of Canada’s mining sector by Stan Sudol, click here: http://republicofmining.com/2011/11/29/the-horrible-image-of-canada%e2%80%99s-mining-sector-%e2%80%93-by-stan-sudol/
The down and dirty fight to brand Canada’s oil patch – Chris Turner
Not long ago, a half-page ad appeared on page three of The Globe & Mail. Over an image of a bucolic forest glade lit by a golden sunrise, a headline read, “Energy the world needs. The approach Canadians expect.” The ad was short on specifics—a block of smaller type spoke of Canada’s perception in the wider world and “a constant effort to improve our environmental performance.” The only appearance of the word oil was in the URL for the campaign’s website: OilSandsToday.ca.
The ad had been placed by the Canadian Association of Petroleum Producers (CAPP), and it was the latest effort in an ongoing, two-year campaign to improve the public image of Canada’s oil industry—particularly the lucrative but much-maligned bitumen extraction business in the oil sands of northern Alberta. The bucolic forest glade, the ad’s fine print noted, was a “reclaimed mining operation” in Alberta’s vast boreal forest, executed by Syncrude.
If Globe readers didn’t come away from their morning scan thinking of CAPP’s golden meadow, that might be because it wasn’t the only story about Canadian oil in the front section of the paper that day. “Spate of spills pushes Alberta to harder look at pipeline safety,” read a front-page headline.