Pathways Alliance advertising campaign to run across Canada this fall

September 19, 2025

Pathways Alliance launched a national advertising campaign this week as part of our commitment to communicate on behalf of the oil sands and the many Canadians who work in the industry.

“We all know costs are rising, incomes can’t keep up, and families are struggling with economic uncertainty,” says Pathways President, Kendall Dilling. “The oil sands industry creates thousands of jobs across the country and helps fund essential services like roads, bridges, and schools. Now more than ever, it’s important to remind Canadians how our industry helps keep the nation-wide economy going strong.”

The oil sands industry is a key economic driver for Alberta and Canada, contributing billions to the economy annually. Our industry is ready to help strengthen Canada’s economy when we need it most, and the Pathways ad campaign will help bring this message to Canadians.

Looking ahead to our economic future, we’re focused on advancing environmental technologies through collaborative innovation, to help ensure our industry can continue providing these benefits for years to come. COSIA, the innovation arm of Pathways, is supporting our member companies who are advancing technologies in the environmental priority areas of greenhouse gas emissions, land, water and tailings.

Keep an eye out for Pathways ads this fall across multiple channels, including local radio waves, newspapers, billboards and a variety of digital platforms.