The Government of Alberta spent $8 million on an advertising campaign conducted in four provinces. According to him, it is about informing the Canadian and Albertan population about the impact of Ottawa’s new regulations on greenhouse gas emissions and, in particular, on clean electricity.

The provincial government adds that the campaign aims to urge the federal government to make the necessary changes to keep electricity in Canada affordable and reliable.

The campaign, which includes advertising on radio, television, internet, social media and billboards, runs until November 2nd. This is the date on which the Federal Government’s public consultation on zero carbon rules is expected to end.

The advertising campaign will take place in Alberta, Ontario, Nova Scotia and New Brunswick. These provinces were targeted because they are most affected by the regulationsexplains Alberta.

The goal of federal clean electricity regulations is to ensure that all electricity in Canada comes from either renewable sources, such as wind or hydroelectric power, or is equipped with carbon capture technology by 2035.

Last week, the Prime Minister Danielle Smith threatened to use the provincial sovereignty law passed last year to address the delay. The Alberta Electricity Grid Manager, Alberta Electric System Operator (AESO, in turn, argued that Ottawa’s regulations could lead to power outages in the province.

Federal Environment Minister Steven Guilbeault reiterated that there would be no preferential treatment for Alberta. This is a new battle between Alberta and Ottawa that will likely last months or even years in the eyes of Daniel Béland, director of the Institute of Canadian Studies at the university McGill. It is part of a wider debate about climate change and how to combat it he adds.

Show aggressive

In one of the radio advertisements, an unknown woman’s voice can be heard saying: If Ottawa’s proposed electricity rules make power unreliable, the things you rely on won’t work when you need them.

The voice is accompanied by dramatic sound effects that make people talk Matthew Bowenwho grew up in Alberta but moved to Halifax six years ago: It looks really aggressive.

Daniel Béland believes that Alberta wants to increase the pressure on the federal government to win over the residents of other provinces to this fight, but also to warn the Albertan population about it Danielle Smith seeks conflict with Ottawa. This is consistent with his approach.

One-sided message

Ken WongEmeritus Professor of Marketing at the University Queen, in Ontario notes that Alberta’s advertising budget, at just $8 million, is unlikely to be able to cover all the issues surrounding broadcast regulations and highlight the pros and cons. The $8 million will send a very one-sided message.

According to Mr. Wonghe will be extremely difficult To conduct this campaign in provinces other than Alberta as this would be considered elsewhere a new battle between Alberta and the federal government.

This is the communications agency DDB worldwide which drives the Government of Alberta’s advertising campaign.

With information from Joel Dryden, Anis Heydari and Diane Yanko