#StopTheCrisis
The world is in the middle of an energy crisis.
The global energy industry has never been more volatile or vulnerable. Over the last few years, the sector has dealt with low commodity prices, depleting oil production, OPEC production cuts, the COVID-19 pandemic, environmental activists, green politics, and the Russian invasion of Ukraine. This collision of factors has resulted in skyrocketing costs, energy shortages and supply uncertainty that is impacting the entire world.
More specifically, Canadian energy is in crisis.
Despite higher commodity prices and the majority of Canadians supporting more oil and gas production to offset Russia’s energy industry on the global market, negative public perception, lack of interest and understanding, green politics and waning investment have greatly impacted our producers ability to thrive and meet global demand.
It has to stop.
The Opportunity
Lucky for us, we have what the world needs. Polls show that public opinion has already begun to swing in favour of greater oil and gas production as a result of the energy crisis. As the crisis grows worse over the course of the winter, we can expect public opinion to shift even more.
Campaign Overview
This campaign will rely on what Debunk does best - non-partisan, emotive, bite-sized content. Our team will develop and distribute graphics, videos, surveys and petitions across Debunk’s social media network of 80,000+ followers.
We will amplify fact-based, emotionally charged issues and the consequences of our energy inaction. We will tie them in with the direct experiences of Canadians to turn their empathy inward towards concerns of self-preservation. However, our campaign will twin these warnings with a message of hope, ultimately sending Canadians the message that we have a unique opportunity to literally save the world from this impending disaster.
Throughout the campaign we will:
carefully monitor posts to see which messages perform best based on the demographics and geographical distribution of our audiences to ensure that each individual recipient will see the arguments which best resonate
prioritize targeting demographics which would traditionally be considered ‘swing voters’
ensure advertisements include various calls to action, encouraging our audience to share our content, sign petitions, answer surveys and email politicians. Ads will be complemented by regular daily organic posting.
collect emails to build a smaller list of core supporters who would be willing to follow our calls to action more than most.
Our data and experience-driven approach has a proven track record of achieving positive results and our campaign is sure to reach and engage with millions of Canadians.
Support Canadian energy and help #StopTheCrisis.
