According to information publicly available through Facebook’s Ad Library, the three ads ran on April 11 and 12, 2020. A French-language ad targeted users in Quebec, a smaller English ad targeted Alberta users, and the largest ad buy targeted users across Canada but primarily located in Ontario and British Columbia.
Similar ads are reported to have been seen on Twitter as well.
The PPE and ventilator donations were widely reported on by the mainstream media in Alberta and across Canada, so the unusually large purchase of targeted social media ads suggests that the Alberta government very much wanted Canadians in other provinces to know about their gesture of goodwill.
The Alberta government has advertised in other provinces in the past, but in most cases it was a concerted campaign over a number of weeks or months. The current and past governments have launched out-of-province advertising campaigns promoting oil pipelines and the oil industry.
But this particular two-day ad buy is unusual for other reasons.
While it would be nice to believe the donation was a genuine gesture of solidarity by Alberta’s government to its provincial brothers and sisters, it is easy to be cynical about the politics behind it.
The out-of-province Facebook ads and Kenney’s focus during his announcement on reminding Canadians about the challenges faced by Alberta’s oil and gas sector suggests there is a motive beyond pure generosity.
That motive was essentially confirmed by Matt Wolf, the Premier’s Director of Issues Management, who tweeted today in response to the Facebook ads that “If we learned nothing else in recent years, Alberta needs allies. When Alberta steps up to help the rest of Canada, best to let the rest of Canada know.”
Kenney has frequently spoken about the need for “allies” in the context of his government’s opposition to the federal carbon tax and its enthusiastic support for oil pipeline expansion in the face of “foreign funded radicals.”
The panel was created following an announcement at the November 2019 Manning Centre conference and was tasked with making recommendations that included whether Alberta should withdraw from the Canada Pension Plan and whether the province should form its own police force.
With the price of oil in collapse and a pandemic sweeping the country that is demonstrating the importance of the Alberta government being able to work closely with the federal government in Ottawa and other provinces, there is likely little public appetite for this report at the moment.
If the Alberta government could tax all the hot air at today’s anti-carbon tax rally in Calgary the deficit could be paid off.
United Conservative Party Leader Jason Kenney and Ontario Premier Doug Ford will hold a joint “Scrap the Carbon Tax” rally in downtown Calgary this evening on the second leg of the Central Canadian Premier’s anti-carbon tax tour of Western Canada.
Kenney hopes to turn Alberta’s 2019 provincial election into a referendum on the NDP government’s carbon tax. And federal Conservative Party leader Andrew Scheer hopes to turn next October’s expected federal election into a referendum on Justin Trudeau’s carbon tax.
Even if you are a progressive, it is worth listening to Manning on this issue because he does make some good points. Here are Manning’s five pieces of advice from 2014 and my impressions on how the NDP and opposition conservatives have reacted:
1. Avoid using the word “tax” in conjunction with pricing pollution or greenhouse gas emissions.
The NDP government launched the program as a Carbon Levy, but it did not take long for conservative voices in the opposition and opinion pages of the province’s Postmedia-owned newspapers to rebrand it as a carbon tax. Alberta governments in the past have tried to brand new taxes with different names, such as the Health Care Premium introduced by Ralph Klein and the Health Care Levy proposed by Jim Prentice before the 2015 election.
2. Ask, “Out of whose mouth will our message be most credible?”
Manning raised the point that politicians, political staff and lobbyists typical rank at the very bottom of the public trust scale, so the government will need to find different voices to promote the program. The NDP did very well at the launch of the Climate Leadership Plan, uniting environmental and industry leaders in a way that no Alberta government has done before.
The NDP government earned a lot of praise for their Climate Leadership Plan from economists, environmental and industry leaders, and even a mention from former United States President Barack Obama in his speech to the Canadian House of Commons in 2016. But they did not necessarily do an effective job selling the program, especially the carbon levy, to Albertans.
As Graham Thomson explained in his new gig as a political columnist for CBC, the carbon tax is “the kind of thing opposition politicians can demonize in 10 seconds while the government needs five minutes worth of graphs and charts to explain.”
You can find lost of Albertans who are supportive of the carbon tax but will admit to being a little confused about how it actually works.
3. In selling an unfamiliar concept or policy solution, start where the public’s head is, not where yours is.
“In broaching climate change with the public, don’t start by making scientific declarations to people who rarely read or think about science,” Manning wrote in 2014. “Far better to start with the climate change effects our audience is already aware of, particularly in resource-producing areas, and then present the science to help explain. For example, start with British Columbia loggers’ awareness that winters are no longer cold enough to kill the pine beetle, or Alberta drill crews’ awareness that it’s taking longer for muskeg to freeze and allow drilling each fall.”
I believe there is broad recognition in Alberta that climate change needs to be addressed but the sharp downturn in the price of oil and the continued political wrangling over the expansion of the Trans Mountain Pipeline have distracted the public’s attention on energy and environmental issues. The opposition was successful in branding the carbon tax as damaging to the economy at a time when many Albertans had lost or were on the verge of losing their jobs, especially in Calgary and some rural areas.
The NDP government also may have made a strategic error by arguing the Climate Leadership Plan would create the social license needed to convince British Columbians that a pipeline expansion is needed also knee-capped the carbon tax when the project stalled. Tying the carbon tax to the pipeline was a gamble, and it, so far, does not appear to have paid off.
We are also in the era of Donald Trump and conservative politicians across Canada have interpreted his success south of the 49th parallel as a license to engage in a similar angry populist tone. Conservative strategists in Alberta seem to believe that Ford’s victory in Ontario is the key to success and plan to embrace a similar campaign here in Alberta. Whether the abandonment of moderate conservatism in favour of populist rhetoric and climate change denial will lead to success in the long-term is yet to be seen.
4. Be honest about the ultimate costs to consumers.
Manning argued that “it’s possible to make environmental levies “revenue neutral” by reducing income taxes” and the initial argument from the NDP government that the cost of the carbon levy would be “revenue neutral” was confusing, unconvincing and quickly debunked.
A carbon tax does not need to be revenue neutral and the NDP bought into a naturally conservative idea by arguing so from the beginning. The NDP should have been up front about the cost while also reminding Albertans that we already pay some of the lowest taxes in Canada and our government is desperate for additional revenue to fund our public services.
After decades of rich oil and gas royalties pouring into public coffers, the Alberta government became over-dependent on oil and natural gas royalties to pay for a large portion of the daily operations of government.
5. Be balanced – Canadians love balance.
It may have been poorly communicated but I believe the Climate Leadership Plan is actually a fairly balanced and largely conservative initiative. By their very nature, carbon pricing is a free market idea and it was embraced by Conservative partisans until their opponents implemented these policies.
Despite being demonized as a leftist ideological wealth redistribution program, the plan listened to industry leaders in allowing for significant growth in the oil sands while providing incentives to decrease carbon footprint and increase energy efficiency.
Manning wrote in 2010 that “[t]here is no inherent reason why conservatives should be ambivalent on the environment, since conservation and conservatism come from the same root, since living within our means ecologically is a logical extension of living within our means fiscally, and since markets (in which conservatives strongly believe) can be effectively harnessed to environmental conservation.”
But today’s Conservatives not only have abandoned their support for carbon pricing and have used some of Manning’s advice as a manual to attack government action on climate change. Conservatives are united against the carbon tax, but remain silent on how or if they even have any ideas to address climate change.
We know that today’s Conservatives oppose the carbon tax, and many of them outright deny the existence of climate change. It is yet to be seen whether they will propose an alternative to the carbon tax that is more than angry politicians and hot air.
During his address to the Canadian Parliament on June 29, 2016, United States President Barack Obama singled out Alberta as a leader in the fight against climate change. Here is the excerpt from his speech where he spoke about climate change:
There is one threat, however, that we cannot solve militarily, nor can we solve alone — and that is the threat of climate change. Now, climate change is no longer an abstraction. It’s not an issue we can put off for the future. It is happening now. It is happening here, in our own countries. The United States and Canada are both Arctic nations, and last year, when I became the first U.S. President to visit the Arctic, I could see the effects myself. Glaciers — like Canada’s Athabasca Glacier — are melting at alarming rates. Tundra is burning. Permafrost is thawing. This is not a conspiracy. It’s happening. Within a generation, Arctic sea ice may all but disappear in the summer.
And so skeptics and cynics can insist on denying what’s right in front of our eyes. But the Alaska Natives that I met, whose ancestral villages are sliding into the sea — they don’t have that luxury. They know climate change is real. They know it is not a hoax. And from Bangladesh to the Pacific islands, rising seas are swallowing land and forcing people from their homes. Around the world, stronger storms and more intense droughts will create humanitarian crises and risk more conflict. This is not just a moral issue, not just a economic issue, it is also an urgent matter of our national security.
And for too long, we’ve heard that confronting climate change means destroying our own economies. But let me just say, carbon emissions in the United States are back to where they were two decades ago, even as we’ve grown our economy dramatically over the same period. Alberta, the oil country of Canada, is working hard to reduce emissions while still promoting growth.
So if Canada can do it, and the United States can do it, the whole world can unleash economic growth and protect our planet. We can do this. We can do it. We can do this. We can help lead the world to meet this threat.
Already, together in Paris, we achieved the most ambitious agreement in history to fight climate change. Now let’s bring it into force this year. With our agreement with Mexico that we announced today, let’s generate half the electricity on this continent from clean energy sources within a decade. That’s achievable. Let’s partner in the Arctic to help give its people the opportunity they deserve, while conserving the only home they know. And building on the idea that began in Montreal three decades ago, let’s finally phase down dangerous HFC greenhouse gases. This is the only planet we’ve got. And this may be the last shot we’ve got to save it. And America and Canada are going to need to lead the way. We’re going to have to lead the way.
Mr. Obama’s mention certainly qualifies as high praise for Premier Rachel Notley and Environment and Parks Minister Shannon Phillips, as they spearhead Alberta’s ambitious Climate Leadership Plan. The President’s speech and its affirmation of the Alberta’s government’s climate change policies is likely the type of ‘social license‘ that Ms. Notley hopes will lead to more oil pipeline construction approvals in the future.
As an Albertan, it was difficult not to feel a sense of pride when the President of the United States singled out my home province. For years, Alberta was seen as a laggard on environmental issues, but our province appears to have turned a corner. This may have increased Alberta’s cache in Ottawa and some circles in the American Capitol but it is unclear what impact the Presidential praise will have on public opinion in Alberta. Despite the government’s leap forward, our opposition politicians are still questioning the existence of climate change and environmental issues are frequently framed by the mainstream media in the context of building new oil pipelines out of the province.