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The Objective: To communicate a considerable amount of information about Shell Canada and its environmental initiatives, particularly those in the Alberta oil sands, in a simple, straightforward manner.

The Plan: To convey Shell’s social and environmental position successfully, a lot of support and background information must be shared. Newspapers provide the opportunity to effectively deliver the whole story through long copy. Also, newspapers allow for the undertaking of a series over time, allowing reach to build while also supporting the message on an ongoing basis. It was determined that a full page advertorial, using both editorial style and traditional advertising, would allow for strong, detailed communication. These were undertaken every Saturday for six weeks in newspapers. The same information was made available on newspaper websites.

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