Skytruth coal and other minerals throughout the United States. In April 2010, the offshore oil drilling rig Deepwater Horizon, operated by BP P.L.C., exploded in the Gulf of Mexico and triggered the largest accidental oil spill in history. In cooperation with Florida State University, SkyTruth estimated the amount of oil flow from the damaged well-using satellite imagery and determined based conservative estimates using the visible surface slick that the flow of oil was between 5 and 25 times greater than BP reported. SkyTruth was the first organization to challenge BP's claims, and continued to monitor and document flow from the well
BP as a section of the company's website where it communicated its efforts to clean up the spill. BP began a re-branding campaign in late 2010, and decided to focus its brand on the idea of "bringing brilliant minds together with technology at a massive scale to meet the world's energy needs", and focus its messaging on telling stories about people. In February 2012 BP North America launched a $500 million branding campaign to rebuild its brand. The company's advertising budget was about $5 million per week during the four-month spill in the Gulf of Mexico, totaling nearly $100 million. In