On a rainy Friday this month, industry executives and government officials were sitting on the fourth floor of a Vancouver casino hotel. From the stage, a pitch for the future of forestry was on repeat: what if logging companies could be the heroes who saved British Columbia from wildfires?
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For weeks, slick earthy green and pastel orange ads touting the climate benefits of Canada's logging have flooded millions of Facebook and Instagram feeds. The ads are one plank of a campaign by Canada's largest forestry lobby group the Forest Products Association of Canada to fight growing concerns about its impact on climate change and wildfires.