I know there are plans to change how things are operating in Fort McMurray. What I am wondering is if the planned changes are sufficient to alter the perceptions of the oilsands outside of Alberta.

I think that carbon capture and storage is great, in theory. Would the $2 billion be better spent on developing alternatives to natural gas? I think this is where the idea of a nuclear power plant has wheels. How that would be implemented is another story. A CANDU reactor presents a whole range of other environmental issues, including release of heavy water laced with tritium. http://alainthejournalist.blogspot.com/2006/12/stress-test-fridge-cleaning-trans-fats.html

I think that tritium release has to be one of the primary concerns regarding a power plant in the Peace River area.

Cleanly generated electricity (not coal) would be a better alternative than natural gas and would likely negate the need for a carbon capture and storage program in Fort McMurray.

As I stated in my post, I don’t think that race is an issue on the Alberta brand site. I think that’s a real reach! I also know it’s virtually impossible to defend against those types of allegations.

I think that most Albertans are on board with the oilsands project, but we’d like to see it cleaned up and operating in as green a manner as possible.

Thanks again for your comment.

Considering I work in the communications/PR field now, you’d think I’d be all for it. If I were the PR guy for the province I’d be advising as I have: clean up the mess and let everyone know you’re doing that.

I think it’s critical to take serious action to correct the environmental problems. That’s what everyone has a problem with. Before the oilsands, what was Alberta known for? I think Jasper National Park and Banff National Park would be at the top of the list. Ranching, oil and the Calgary Stampede would be a couple others. Wayne Gretzky and the Edmonton Oilers.

What’s messed it all up? The oilsands. Why? Because the method of disposing of the waste products is, to say the least, inadequate. It also pumps out colossal amounts of greenhouse gases in the process. All other mines have to deal with their waste appropriately, how are the oilsands different?

I don’t object to the project. I’d just like to see it done in a cleaner manner.

As to your reference to spending on branding versus the environment, I assure you that expenditures for environmental protection and enhancement dwarf the three-year branding budget.

There’s a pretty good summary of what we’re doing environment-wise in oil sands at this link, it’s just 12 minutes if you can spare the time: http://oilsands.alberta.ca/ (Click on the “Conversation” image)

As to the comments about reflecting diversity in the brand book, well, I honestly do not know the ethnicity of any of the people shown. But the brand website is not static; we’re out there asking people to send us their photos, videos and words. That is where the real Alberta will be reflected, we hope.

On the other hand, the logo re-design seems to be well received by the design community (even to the point of getting noticed in the popular Brand New blog). I myself, like that piece of the branding initiative.