The Government of Canada plans a $24M two-year promotional pitch to defuse opposition to development of its tar sands energy resources in Alberta, which critics believe will intensify global warming.

Opposition has crystalized during the debate over construction of TransCanada’s plan to build the Keystone XL Pipeline to carry Alberta’s heavy oil to the U.S. Gulf Coast. President Obama still hasn’t decided on whether to approve the project.

Natural Resources Canada issued the RFP to counter “intense and sustained PR campaigns,” against tars sands. The effort will go after environmental and political critics in the U.S., Europe and Asia.

NRC envisions a mix of traditional earned/paid media, social media engagement, creation of “rapid response” teams and development of websites aimed at high-level corporate executives, according to a report on Canada.com.

It seeks to correct the “inaccurate information” that has become part of the public debate about tar sands.

The two-year promotional drive is also designed to position Canada as a “world leader in the responsible development of natural resources,” and “a stable and secure energy choice compared to international alternatives.”

Messaging will tout Canada’s enhanced regulatory system, commitment to safeguard the environment and natural resources investment opportunities.

Canada.com calls the $24M budget the “costliest advertising campaign NRC has undertaken in recent years.” That governmental entity spent $5M for ads during the past year.

The tar sands push will begin in January with full implementation pegged for April.