Canadian Association of Petroleum Producers (CAPP)

Observation: The CAPP lobbies on behalf of industries involved in oil and gas exploitation in Canada. The main issue of late, was the operation of Alberta’s oil sands and the ensuing controversy this resource-intensive form of extraction generates.

Issue: Though the CAPP had already begun communicating through social media channels in its own name, these communications were reaching an audience of industry supporters and were not engaging with areas of negative sentiment.

Parta’s Intervention: Using the energy2point0.com platform, Parta launched a debate on environmental management of oil sands sites in which both activist and industry views were shared. Parta reached out across social media platforms and replicated the same debate on Facebook groups and LinkedIn. This pilot project demonstrated that constructive exchange was possible even with the most hardened critics.