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CALGARY — “In Canada lesbians are considered hot! In Saudi Arabia if you’re a lesbian you die!”

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So reads the poster that rapidly made the rounds on Facebook and and Twitter Monday; it was greeted with groans, howls of indignation, tittering delight and flabbergasted silence. The meme shows two attractive women kissing.

“Why are we getting our oil from countries that don’t think lesbians are hot?! Choose equality! Choose Canadian oil!”

The poster was created by the Canada Oil Sands Community, one of many spinoff groups seeking to advocate for the beleaguered industry on social media.

Founder Robbie Picard admits he didn’t expect the backlash.

“(We used) a random stock image, but the point was to draw attention to the bigger issue. I was surprised there was so much response to it,” he said.

The image appears provocative at best, sexist at worst, confirming the most embarrassing and crass stereotypes of oilsands workers.

Picard doesn’t see it that way; he’s an openly gay Métis man and scrap-metal recycler whose Fort McMurray, Alta., home burned down in the recent massive wildfires.

For him, the poster builds on the ethical oil-esque themes he’s been championing for more than a year through his small independent group.