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Clear the Air ad campaign highlights critical role for oil sands in helping Canada achieve net zero emissions goal

October 20, 2022

A national advertising campaign from the Pathways Alliance aims to “clear the air” with Canadians about the industry’s plan to achieve net zero emissions.

The campaign is the result of discussions with thousands of Canadians across the country who said they want more information about how oil sands producers are working together to reduce CO2 emissions from operations.

“Canadians understand the importance of reducing emissions to support Canada’s energy future and they’ve told us they want concrete details about the steps our industry is taking to achieve our emissions goal,” said Kendall Dilling, president of Pathways Alliance.

“Our campaign acknowledges that the oil sands are a significant source of our country’s emissions and that we must work collaboratively, including with governments, to help Canada meet its climate commitments and deliver the world’s preferred barrel of responsibly-produced oil.”

The Clear the Air campaign runs nationally throughout the fall and early winter and uses a range of advertising platforms to illustrate how Canada’s oil sands industry is being accountable and moving forward with optimism to significantly and steadily reduce emissions.

The Pathways Alliance plan involves using proven and emerging technologies to reduce CO2 emissions from oil sands operations by 22 million tonnes per year by 2030, while steadily progressing towards its ultimate goal of net zero emissions by 2050.

The Pathways foundational project includes building one of the largest carbon capture and storage (CCS) projects in the world, with capacity to capture emissions from approximately 20 oil sands facilities in northeastern Alberta. Pre-engineering and field work is well underway on the project.

Pathways Alliance scientists and engineers continue to work on more than 80 technologies in addition to CCS to tackle the climate challenge from multiple angles.

Canadians can learn more about our campaign, our phased plan and our unprecedented level of collaboration to develop and deploy technologies to reduce emissions by visiting https://pathwaysalliance.ca/cleartheair/

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