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.
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.”