Avatar Innovations covertly promoted pro-oil narratives on social media

Avatar Innovations is featured in a Greenpeace Canada investigation alleging a covert influence operation that used Salient Media-managed social accounts to promote pro-oil messaging to younger audiences in British Columbia.

• The presentation titled “Avatar Innovation KPI’s” said the company launched a “Gen-Z new-media strategy” to promote pro-oil “storytellers” on TikTok, Instagram, and podcasts and to “reshape public perception”; it also described B.C. as a key “narrative battleground.”
• Greenpeace says Salient Media accounts such as @facesofvancouver, @keepitunfiltered, @venturedca, and @britishcolumbiathings carried Avatar-linked content without disclosure, including posts featuring Resource Works, CO2Brew, and messaging about natural gas, oil and gas jobs, and energy policy; the article also cites a $16 billion B.C. economy reference and a July 2, 2025 CEP funder agenda at the Calgary Petroleum Club.