Canadian Association of Petroleum Producers

Ah yes, the story of CAPP and Upstream. It all started when Upstream was hired by the Canadian Association of Petroleum Producers (CAPP) in 2011 and since then, we’ve worked with Jill Piccott, their Communications & Policy Advisor, to educate the public about NL’s oil and gas industry.

Speak to the Masses

Shifting public opinion ain’t easy, but that’s what Jill needed our help with following the Deepwater Horizon oil spill in the Gulf of Mexico. A 2011 quantitative research study found the public’s safety and environmental approval ratings of the industry were stuck at 42.5% and 36.5%, respectively, for the Atlantic Canada region. In 2012, CAPP hired us to create a campaign to deliver the facts about the off-shore industry’s worker safety and environmental protection priorities.

A Thing of Beauty

We worked hand-in-glove with Jill to craft messaging on the deeply-rooted safety and environmentally responsible cultures in the industry, and conducted focus groups to uncover misconceptions. The ensuing strategy emphasized that locals make up 90% of the workforce, and are making decisions for the safety of workers and the environmental health of the region. The we drew up a media plan with television news programming, print advertising, and online video content carrying this message.

The Results Are In

Year after year we’ve supplied Jill with insights to carefully refine the strategy, and she’s handed us clear communication objectives for the upcoming cycle. And the teamwork has paid off! In 2014, the same study that showed poor public approval ratings after the Deepwater Horizon reported 63% and 54% approvals for the industry’s safety and environmental priorities. Looks like we’re still in the good books.



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