Taking on Climate Misinformation: One Domain at a Time

Misinformation, like an unwelcome guest, has found its way into the digital spaces we navigate daily. In the heart of Alberta, a tech-savvy father, Denis Lemire, took matters into his own hands, responding to what he calls the Alberta government’s “blatant misinformation” campaign. His weapon of choice? A $12 website that cleverly counteracts the narrative. 

The Genesis of Dissent:

It all started with roadside billboards and online ads saturating Alberta’s virtual landscape, attacking federal clean electricity rules. The Alberta government, despite the province being a hub for renewables, launched an $8-million campaign, stirring discontent. For Lemire, the misinformation became the last straw, prompting him to acquire the unused domain TellTheUCP.ca for a mere $12.

Crafting a Digital Arsenal:

Lemire, a self-proclaimed “smartass by default,” fashioned his website to mimic the government’s original. Utilizing a similar visual aesthetic and functionality, he cleverly turned the tables. The website, echoing the government’s campaign, invites users to send messages, but with a twist – instead of reaching federal officials, the notes land in the inbox of the UCP, Alberta’s ruling party.

The Battle Against Climate Disinformation:

Climate disinformation, identified by the Intergovernmental Panel on Climate Change as a “barrier” to effective action, is a formidable adversary. Lemire, passionate about renewables for both environmental and economic reasons, aims to provide a “voice of reason” against the barrage of misinformation. With solar panels on his roof and a Tesla in his garage, he lives the benefits of renewable energy daily.

The Larger Landscape of Misinformation:

Alberta’s case is not unique. Beyond the province, industry and conspiracy theorists contribute to the spread of misinformation, muddying the waters of public understanding. Social media, with its minimal restrictions, becomes a breeding ground for myths, allowing pro-fossil fuel influencers to amplify deceptive narratives. Lemire aptly notes, “Bullshit spreads around the country before the truth can put its shoes on.”

Economic Incentives for Change:

Lemire highlights a turning point in Alberta’s economic landscape, where renewables and electric vehicles are becoming more cost-effective than their fossil fuel counterparts. His website, TellTheUCP.ca, not only combats misinformation but serves as a source of information for those considering the switch to renewables. In a world flooded with conflicting narratives, he seeks to be a beacon of reason.

A $12 Investment for Change:

Contrary to the elaborate campaigns funded by governments and industries, Lemire’s response took less than an hour to materialize. The simplicity of his approach underscores the power of individual action in the digital age. While the website currently serves a basic function, Lemire is open to passing on the domain to a more comprehensive project, as long as it opposes misinformation, making it a symbol of collective resistance.


Denis Lemire’s $12 investment stands as a testament to the potential impact of individual actions against misinformation. In a world inundated with conflicting information, his website serves as a digital David against the Goliath of misinformation campaigns. As the battle for truth in the digital realm rages on, Lemire’s initiative reminds us that sometimes, all it takes is a cleverly crafted website to challenge the narrative and spark change.



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