Newspaper article The Canadian Press

Alberta Defends $4.4M Summer Ad Blitz Promoting Climate-Change Plan

Newspaper article The Canadian Press

Alberta Defends $4.4M Summer Ad Blitz Promoting Climate-Change Plan

Article excerpt

Alberta defends $4.4M climate-change ad

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EDMONTON - Alberta Environment Minister Shannon Phillips says a $4.4-million summer advertising blitz to promote the province's climate-change plan is necessary because of its sweeping impact.

But opposition politicians say the multiplatform campaign confirms the province is desperately selling something the public isn't buying.

Phillips said the climate plan, which includes a multibillion-dollar carbon tax that kicks in Jan. 1., is far-reaching and complex.

"People need to know more about it," Phillips told reporters at the legislature Tuesday.

"We as a government have a responsibility to communicate with Albertans exactly what we are making for changes.

"There are going to be a number of different programs and other initiatives that are moving forward as a result of this."

The campaign is on top of $503,000 spent on a climate change ad rollout last year.

The new one will feature ads online, on TV, on radio, in movie houses, in print and in mailouts over the summer.

The 90-second video clip promises the plan will protect health and the environment while kickstarting the economy.

It has upbeat music along with shots of kayakers, cyclists, mountain goats, wind turbines, horses, puppies, mountain and riverscapes, bears, ducks, scientists, and solar panels.

Phillips dismissed suggestions the ad plan is a bid to change the narrative because the government's message isn't getting through.

"What I've been hearing is that there's a tremendous optimism for diversifying the economy (and) all the new investments that are going to be coming in," she said.

The climate change plan, announced last year by Notley and Phillips, is a multipronged approach to reduce Alberta's carbon footprint and give it more environmental credibility when it pitches for national projects like pipelines to ports.

It will reduce methane emissions, curb oilsands emissions and phase out coal-fired electricity by 2030. …

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