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Coastal First Nations Re-Write Enbridge’s Latest Northern Gateway Pipeline Ad Campaign

Leaked copy of “Open to better” TV ad campaign suggests Enbridge brand has lost credibility with British Columbians.

VANCOUVER, BRITISH COLUMBIA – Oct. 1, 2013 – The Coastal First Nations have released a leaked copy of Enbridge’s latest ad campaign for the Northern Gateway Pipeline, titled “Open to better,” and they have produced their own ad, inspired by the leaked Enbridge ad scripts:

The ad materials, which were provided by Greenpeace, show the company’s strategic shift away from using the Enbridge name, in favour of Executive Vice President Janet Holder – the new “face” of the pipeline.

The scripts for three television ads, titled, “Better by Nature,” “Janet and the Orca” and “Her Home,” which are scheduled to begin running October 7, never mention the company by name, instead repeating the campaign’s tagline, “open to better.” In fact the word “better” appears 14 times in the script for one of the commercials.

“This ad campaign shows just how far Enbridge has fallen in terms of public credibility in BC,” says Art Sterritt, Executive Director of the Coastal First Nations. “To not even mention their own name seems desperate and I don’t think Ms. Holder will do any better. ‘Open to better’? British Columbians know better.”

Inspired by one of the leaked scripts, “Janet and the Orca,” the Coastal First Nations have produced their own ad, titled, “Koda and the Orca.” It’s about a five-year old First Nations girl who actually has a relationship with whales, and whose family depends on a clean ocean for food.

“It’s ironic that Enbridge’s own ad campaign has provided one of the most powerful stories we could ever tell about why their pipeline and oil tanker project is bad for British Columbia,” says Sterritt. “This campaign is Enbridge’s last kick at the can, and right now, it’s not getting off to a very good start.”

The campaign leak comes at a time when the Federal government is in British Columbia, trying to woo First Nations leaders into supporting projects like the Northern Gateway pipeline. Stephen Harper is expected to make a final decision on the pipeline in December.

Copies of the ad materials are available for reporters.


Coastal First Nations
Art Sterritt
Executive Director
Cell: 604-868-9110
Office: 604-696-9889


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