“My hair cares” is a hoax and makes light of a serious issue. It is not an Enbridge or Northern Gateway initiative, and Enbridge deplores this cynical attempt to take advantage of public concern about the environment.

Instead of working towards an informed understanding of the proposed Northern Gateway Pipeline project, the perpetrators of this unethical campaign have trivialized last year’s tragic event in the Gulf of Mexico, where 11 people perished, for their own selfish purposes in a misguided attack on Enbridge’s reputation.

In the real world spills are not inevitable, and while the probability is remote, Enbridge’s goal is to be a model of world class safety and environmental standards. Northern Gateway has placed high priority on both the assessment of risks and the measures required to mitigate those risks, including response capabilities and equipment and logistics support that far exceed regulatory demands.

As one of the Top 100 Most Sustainable corporations in the world, Enbridge exists to deliver the energy North Americans need – crude oil, natural gas, renewable and alternatives – safely, reliably and efficiently. That is our primary corporate social responsibility.

Enbridge will vigorously defend its reputation, and is considering an appropriate legal response to this media campaign attack.