Dr. Plourde, thank you for speaking about Fort McMurray. Being an Albertan, I find this a very difficult time right now. I'm from High River. We went through the flood in 2013 and now we're going through this, and it's a very difficult time not only for Fort McMurray but for all Albertans. For me, it feels like the flood all over again right now.
Dr. Elgie, I wish I could share your optimism that it's all about getting that environmental buy-in. I often question whether there is really anything more we could do that would get the Sierra Club, Leadnow, and these lobby groups to get on board. I really question whether there's anything we could do to change their minds. That's not to say that we shouldn't continue to work towards that, and I appreciate your comments.
You talked about our poor environmental reputation and whether it is warranted. Is there anything we can do? I think a lot of it is just a matter of changing the narrative. We have groups like yours, Smart Prosperity, COSIA, and Alberta's In Situ Oil Sands Alliance, which are starting to get the word out there. Maybe not just on the regulatory side, but is a lot of it simply a question of doing a much better job of putting together a better message, putting together a better public relations plan? That may be a bad way of putting it.
It just seems that we have a good story and strong environmental records, but no matter what we do, even when some of these private sector groups, such as COSIA, which is amazing, come together and pool their resources and their ideas and their innovation, we just don't do a very good job of telling people.
Is there anything we're not doing that we can do to try to change that perception?