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:
- She begins by hitting you right between the eyes: “Rebuilding America’s economy will take energy from all sources.”
- 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
- Obvious use of buzz words of “Drive” and “Generate” in relation to the economy hammers their position of the importance of domestic oil & gas
- Where does the money go? “To schools, public safety, and community needs.”
- 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.
- 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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