Misunderstood oil sands

Editorial
Globe and Mail
November 12, 2008

Alberta Premier Ed Stelmach's $25-million provincial rebranding campaign is well under way; the Premier himself is in Europe right now explaining why the environmentalists have got it wrong about Alberta's oil sands. While his strategy - to turn the massive environmental impact into a misunderstanding - is well chosen, the question remains whether a mere fraction of a billion dollars is going to be enough.

Canada has recently enjoyed some rebranding success. The Canadian Tourism Commission spent $10-million for a new slogan ("Canada: Keep exploring") and a media campaign to dispel the misconception that this country is beautiful but boring. According to a recent annual survey of a few thousand business travellers, Canada's brand is now second only to Australia's, having in the past two years climbed from 12th to second place on the Country Brand Index.

Still, Canada simply had to emphasize the sexy red parts of the flag, overcoming its wholesome snowy white background. Alberta, meanwhile, has to make black the new green.

How to turn 29.5 megatonnes of carbon emissions into a positive global contribution? What about "Nature to burn"?

What should the province do about the death of hundreds of migrating birds who land on toxic tailings ponds? How about a bird-offset program?

Then there are the Fort Chipewyan cancer cluster concerns that may be immune to the persuasive powers of a provincially commissioned peer-reviewed study. How about a cancer centre, with a Canadian Association of Petroleum Producers wing?

Maude Barlow compares the oil sands to J.R.R. Tolkien's Mordor; perhaps Mr. Stelmach could lure Hollywood producers to Alberta. Surely there will be many more projects requiring desolate landscapes.

In the meantime, a poll commissioned by the province found that only 16 per cent of Albertans and just 3 per cent of all Canadians believe Alberta's government is a good environmental steward. Though 69 per cent of Albertans believe that the province is leading Canada to a positive future, only 40 per cent of all Canadians agree. And yet the oil sands enjoy the support of almost half the 1,249 Canadians polled. It seems that many Canadians see progress in Alberta's oil production, while they know it will take a toll on the environment.

Unless Mr. Stelmach is willing to settle for the limited support that currently exists - those who favour development of the oil sands despite the environmental degradation it will cause - he will have to spend much, much more.