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I saw this poll earlier this week that Americans are way more concerned about the economy than they are about global warming. Big surprise. Then I saw this campaign from big oil that plays directly to this fear.  Surprisingly, I think API, the trade association for America’s oil and gas industry, has done a nice job with this campaign.  It appears to be informative and fairly transparent. Or, am I just being duped?

Let’s first start with the poll.

Americans say, “Economy first, global warming 33rd,” according to a new poll by Pew Research Center. ”

As Barack Obama takes office, the public’s focus is overwhelmingly on domestic policy concerns – particularly the economy. Strengthening the nation’s economy and improving the job situation stand at the top of the public’s list of domestic priorities for 2009. Meanwhile, the priority placed on issues such as the environment, crime, illegal immigration and even reducing health care costs has fallen off from a year ago.”

Now, let’s look at big oil’s campaign.

One of their new spots focuses exclusively on the economic benefits of cultivating domestic energy supplies: the softer side of “Drill Baby, Drill.”  The call-to-action takes you to an educational website, EnergyTomorrow.org, about the clean processes associated with producing domestic oil, and its importance for our economy and security, among other domestic and international issues: All powerful points.

Some observations about the spot:

1. She begins by hitting you right between the eyes: “Rebuilding America’s economy will take energy from all sources.”
2. Wardrobe: Her black, professional business attire juxtaposed to a set as white and clean as an operating room suggests that oil and the environment can coexist
3. Obvious use of buzz words of “Drive” and “Generate” in relation to the economy hammers their position of the importance of domestic oil & gas
4. Where does the money go? “To schools, public safety, and community needs.”
5. Pie chart with people-filling suggests that most voters support “Increased production of oil and natural gass.” But it only looks like 65 percent or so do.
6. She closes with, “Putting it all together for Americans,” and invites you to log on to learn more.

It’s a compelling campaign and a solid website. So is this just more propaganda from big oil? Or is it a legitimate outreach effort to educate Americans on the importance of tapping into our domestic oil and gas, and that we can do it with more environmental sensitivity than ever before?  What do you think?

Until we wean ourselves off of burning fossil fuels for more sustainable, renewable and clean energy, we have little choice. We’ll remain in bed with big oil.

One way we coexist with those companies that make us co-dependent on our carbon-producing ways is to demand their transparency.  I believe this website and campaign are a big step in that direction.  The oil and gas industry is presenting their case in a factual way for all of the world to see, nitpick, and challenge.  It is our job as consumers to engage in this conversation and learn the facts about what they’re doing and their real impact on the economy and environment.

Obviously, American’s want a thriving economy; and apparently way ahead of all other green issues. Our domestic natural resources can help us get there. We absolutely must protect the environment in the process. And now, more than ever, we can all have a voice in how we go about it.

Your thoughts? Is this propaganda or a new era of green conversation with the consumer?

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4 Comments

1. Luis says:

   January 29, 2009 at 2:57 pm

   Interesting breakdown of the spot. Something about this does still feel like big oil to me, but they’ve definitely made strides toward softening their image while still being bold. The people-filled pie chart did make for a compelling visual.
2. Penina says:

   January 31, 2009 at 6:32 am

   I really like your take on this, plus your detailed (but still readable!) look at the facets of this strategy. It’s hard not to feel cynical about everything big oil does, but you are right to focus on the possibility that they are giving a little.
3. Melanie says:

   February 1, 2009 at 12:58 pm

   Fortunately, this kind of marketing speak has a limited shelf-life. Big oil will eventually need to ask for public support to stay alive during major reconstruction of their business model & their chances of success rest heavily on public perceptions of credibility & trust, making this kind of communication counterproductive.
4. Paul says:

   April 1, 2009 at 2:04 am

   It’s great to see other good people out there checking under the veneer to see the real grain of the structure and this “big oil” campaign is slick marketing. This is simply a positive public relations exercise on the side of oil.

   I don’t quite agree with your comment on the pie chart though; to say “only” 65% of Americans is still technically “most” so they are right in saying so. However I would be interested to see the source of their data. It still sounds quite positive for the environmental concerns though – what proportion of Americans would have been for increased production of oil & gas during the Regan or Bush era? 90% at a guess?

   If you compare this slick campaign to some of the commentary out there it’s a good effort if albeit a bit of “greenwash”. Elsewhere individuals seem to be attempting to undermine good campaigns like the weekend’s Earth Hour for instance.

   Check out this article about Earth Hour being quite possibly the biggest “tribal seduction” ever; the author states that the point of the essay is that if you could seduce as many people to your side as Earth Hour seems to be doing then you could market & sell so much more stuff. The irony is that in itself it’s a potentially very seductive piece but if you look at it the writer attempts to clear the reader’s mind, then fill the void with his own arguments and resources which are actually deeply flawed. He even backs himself up with the journalistic code of ethics and then, when found out, dismisses it in the comments section.

   Whilst people are always free to air their opinions, this is basically a thinly-veiled attack on the environmental movement. What is the guy’s motive, is he trying to win the attention of “big oil” or their backing for some of his snake oil marketing schemes?

   You’ll see that he’s also the co-author of book about persuasion. Nice.