Deepwater Horizon oil spill 17 of whom were treated for injuries. The Deepwater Horizon sank on the morning of 22 April 2010. The oil leak was discovered on the afternoon of 22 April 2010 when a large oil slick began to spread at the former rig site. The oil flowed for 87 days. BP originally estimated a flow rate of . The Flow Rate Technical Group (FRTG) estimated the initial flow rate was . The total estimated volume of leaked oil approximated with plus or minus 10% uncertainty, including oil that was collected, making it the world's largest accidental spill. BP challenged the higher
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