The National Post reports in its Tuesday, Sept. 23, edition that Enbridge launched Monday a rebranding and advertising campaign to increase its "positive reputation." The Post's Claudia Cattaneo writes that under the theme Life Takes Energy, the campaign involves major spending over several years primarily directed at television and digital video advertising highlighting everyday moments made possible by energy. Print advertising, Google search advertising, social media advertising, digital, display ads and elevator advertising in Calgary, Edmonton and Houston will also be used. Enbridge vice-president D'Arcy Levesque says: "We think there is an opportunity here to refocus the conversation that is taking place in North America about the role of energy." He was mum on the cost of the campaign. With research showing that the public places greater trust in environmental organizations than in energy companies, Enbridge says it has moved to take a more "personal" approach in the campaign because it believes there is a need to talk about energy differently. Indeed, some of the sector's early campaigns focused on the economic benefits of energy, which didn't resonate widely.