Canadian energy companies are hardly known for frequently taking to the airwaves, the internet or newspapers to advertise or engage with Canadians. And they’re certainly not known for being provocative.
Let’s face it, what you probably have seen from oil companies in the public realm has tended towards the brown end of dull. There have been ads about motor oil. Ads attempting to differentiate gasoline brands. And ads that promote free glassware, hockey stickers and other ‘cool’ incentives to thank you for your patronage.
Energy development
Lately though, you may have noticed that energy companies have joined the ranks of brewers, car companies and soft drink providers more frequently in the online, television and print space. This time, it’s less about a pitch for motor oil, gasoline or a free memento with purchase. Instead, it is about Canada’s important energy debate and the role of energy companies in developing one of the country’s most valuable resources.
Why engage now?
Frankly, awareness about energy issues is not that high. And that includes understanding about the companies and people involved in developing resources.
See what ‘Yes’ can do
In an unprecedented move for the company, Suncor has stepped into Canadians’ computer screens, television sets and newspapers and magazines. Despite being the largest energy company in Canada, it seems many people don’t know who we are or what we stand for. And we’d like to change that.
Suncor is setting out to share with Canadians our business and core beliefs. A new website created to highlight our story features several short films about the company and how we do business.
Part of our goal in sharing this information is to acknowledge that when it comes to energy development, we don’t have all the answers but we’re willing to work with others on finding solutions.
Backlash possible
We recognize that by putting our perspective out publicly, we might be opening the door to ridicule, accusations of greenwashing and maybe even a parody or two (although at least that means we are getting noticed!)
But we think the benefits of communicating in this way far outweigh the risks. It’s important that we find practical and effective tools to engage Canadians in an important discussion about energy. And this is just one way we can start to have that discussion.
