I find this interesting in light of what is happening of the US Coast. That coupled with the FACT that the area in the vast province of Alberta that these ads are referring to are smaller than most US cities while the billboards state the area involved is twice the size of the UK.
A few years ago a Canadian reporter went down to the US and asked the question "Should the US bomb Saskatchewan" - most answered yes, with a few "Ya gotta do, what you gotta do" tossed in for good measure. I'm not at all convinced all those wheat farmers on those prairies are a threat to our brothers and sisters to the south.
We really do need to take responsibility for what we buy into. And with all the information readily available to us in these times there is no excuse not to.