How oil and gas companies countered pipeline protests with Facebook ad campaigns

Impressions for Indigenous-washing ads run by select Canadian oil and gas companies and lobby groups

140k average ad impressions per day

120k

Ad campaign

duration

100k

80k

60k

40k

20k

0

2020

2021

2022

Court injunction issued against land

defenders

Dozens of land defenders arrested on

contested land; nationwide rail

blockades follow

Hereditary chief arrested on contested land

Dozens of land defenders, supporters

arrested in violent raid

140k average ad impressions per day

120k

Ad campaign

duration

100k

80k

60k

40k

20k

0

2020

2021

2022

Court injunction issued against land defenders

Dozens of land defenders arrested on contested land;

nationwide rail blockades follow

Hereditary chief arrested on contested land

Dozens of land defenders, supporters arrested

in violent raid

140k average ad impressions per day

Ad campaign

duration

120k

Dozens of land defenders

arrested on contested

land; nationwide rail

blockades follow

100k

Hereditary chief

arrested on

contested land

80k

60k

Court injunction

issued against

land defenders

Dozens of land

defenders, supporters

arrested in violent raid

40k

20k

0

2020

2021

2022

140k average ad impressions per day

Ad campaign

duration

120k

Dozens of land defenders

arrested on contested

land; nationwide rail

blockades follow

100k

Hereditary chief

arrested on

contested land

80k

60k

Court injunction

issued against

land defenders

Dozens of land

defenders, supporters

arrested in violent raid

40k

20k

0

2020

2021

2022

140k average ad impressions per day

Ad campaign

duration

120k

Dozens of land defenders

arrested on contested

land; nationwide rail

blockades follow

100k

Hereditary chief

arrested on

contested land

80k

60k

Court injunction

issued against

land defenders

Dozens of land

defenders, supporters

arrested in violent raid

40k

20k

0

2020

2021

2022