Globe and Mail is Canada’s national newspaper with the second largest broadsheet circulation in the country. It has enormous influence on Canada’s political and business elite.
CALGARY — The images have become ubiquitous in the Canadian TV advertising landscape – earnest engineers working to unlock oil sands bitumen from Northern Alberta’s boreal forest, and manufacturers parlaying the Fort McMurray boom into jobs in Ontario and Quebec.
The oil industry has developed TV, print and online ads to extol the national economic and social benefits of the oil sands, and to battle critics who have emphasized the risk of spills, and say an overreliance on the energy industry as an economic driver means outsized greenhouse gas emissions and environmental degradation.
The question is, are Canadians moved by the pictures and words paid for by big Canadian oil? Greg Lyle, managing director of Innovative Research Group Inc. – a Toronto-based public affairs and corporate communications firm that counts a number of energy companies among its clients – believes there’s some potential to move “the mushy middle” of Canadian public opinion.
“When they’re given new information – which are the arguments the industry puts forward – they’re prepared to be swayed. That doesn’t mean they will be.”