Partnering for Sustainability – Success Stories

Clean Air Renewable Energy (CARE) Coalition – Success Story

Story told by told by CARE coalition coordinator Mark Rudolph and Pembina Institute Executive Director David Pollock

The Clean Air Renewable Energy (CARE) Coalition was established in December 2000 as a venture between the Pembina Institute and Suncor Energy. Their objective was to accelerate the development of Canada's renewable energy industry.

A preliminary assessment showed that limited power was being produced from renewable energy sources in Canada and that international competitors were far ahead. Pembina and Suncor jointly identified desired policy changes (new tax incentives for renewable energy supply and demand); tested proposed changes with prospective partners; and invited support from industry, municipalities and environmental NGOs. The coalition brought together non-traditional allies with common interests, credibility, and access to market in order to demand policy changes that would support the growth of renewable energy in Canada.

Leaving all other issues off the table to minimize disagreements among partners, the Coalition formulated specific recommendations for two interrelated policy changes:
  •  Consumer green energy tax credits (demand side)
  •  Producer incentives to increase production of green energy (supply side).

The coalition used a variety of strategies to communicate its messages, including:
  •  Promotion of active dialogue at all levels of federal government;
  •  Targeted presentations to key government bodies including Cabinet ministers (Environment,
      Energy, Finance, Industry), Finance Standing Committee, and the Liberal Caucus
  •  Focused and coordinated messages/ communications among CARE members.

Its communications strategy was targeted: its messages focused on achievable results; it highlighted the fact that it had consensus between stakeholder groups; and its advocacy efforts were targeted towards the Finance Department – the “ultimate gatekeeper”. This was a Triple-bottom line advocacy effort that appealed to environmental, economic and social interests.

In December 2001, Finance Minister Paul Martin's budget contained a 10 year, $260 million program to provide financial incentives for the production of electricity from wind-powered projects. The CARE Coalition’s contribution was recognized by the Prime Minister.

Lessons learned:
  •  Importance of choosing the right partners for the coalition
  •  Importance of broad-based advocacy
  •  Importance of targeted and focused “actionable” messages
  •  Importance of evolutionary change

Learn more about CARE Coalition