The Canadian government launched a significant advertising campaign on March 21, 2025, aiming to dismantle the trade war initiated by former President Donald Trump, utilizing strategic messaging across twelve key U.S. states.
Billboards featuring bold, clear messages stating, "Tariffs are a tax for American workers" have been placed along major highways. This campaign intends to emphasize to American consumers that the tariffs imposed by their government will lead to increased prices at gas stations, grocery stores, and in everyday life.
Foreign Minister Mélanie Joly, in an interview on CNN following the campaign's launch, asserted, "The Canadians are sending a message: there are no winners in a trade war. There will be job losses on both sides of the border, especially in the United States. And Canada is the biggest customer of the United States." This statement encapsulates the dual focus of the campaign—highlighting the economic repercussions for both nations while urging American citizens to take action against the tariffs affecting their livelihoods.
The twelve carefully selected states—Florida, Pennsylvania, Michigan, Wisconsin, Arizona, North Carolina, Georgia, Nevada, Ohio, New Hampshire, Colorado, and Minnesota—are significantly impacted by these tariffs due to their reliance on trade with Canada. Interestingly, while Joly noted that most of these states lean Republican, a few, like Minnesota and Colorado, voted Democratic in the 2024 presidential election, showcasing the campaign's reach into both political spectrums.
"My message to American workers is this: please talk to your senators, your representatives, your mayors, your governors. Let them know that you don't want these tariffs because no one is going to win with this approach from the White House," emphasized Joly, pointing out the importance of grassroots activism in addressing the tariff issue.
The campaign resonates at a time when American frustrations are mounting over how the Trump administration has handled economic policies, particularly concerning the tariffs. Joly mentioned the increasing discontent among Americans, asserting that "there are many Republicans frustrated with how things are being handled," indicating a potential shift in public opinion that could influence political decisions.
Finance Minister François-Philippe Champagne expressed optimism about the campaign's impact, stating, "What mattered was to bring our message to the Americans, to the American population. And I think it has worked. You have seen the tone, in a way, changing." He elaborated that the campaign aimed to reach not only consumers but also policymakers, asserting that "the markets have spoken. The American markets have gone down. American companies have spoken. Workers have spoken."
In Canada, the government is pairing this international outreach with a unified domestic advertising initiative under the hashtag #ChoisisLeCanada, which translates to "Choose Canada." The campaign calls on Canadians to express their patriotism and rally support for their economic interests. Joly noted, "We are the first in the world to put emphasis on the rhetoric that tariffs are a tax. We have this power of conviction to inform our neighbors and fellow consumers."
Integrating both message and music into the campaign, the Canadian rock group Japandroids provides the soundtrack for promotional materials aimed at invoking a sense of national pride among Canadians while contrasting with the tariff rhetoric in the U.S. This multi-faceted approach underscores both a defensive strategy against tariffs and a unique effort to bring Canadian and American consumers closer together through shared economic realities.
Though the campaign has just launched, many observers are watching closely to see whether it will catalyze a tangible change in U.S. trade policy or simply serve as a poignant reminder of the interdependence between the two nations, especially when it comes to economic ties that cross borders. Will this powerful advertising push encourage Americans to express their discontent with tariffs? Time will tell if the Canadian government's outreach will lead to significant policy adjustments, paving the way for renewed cooperative economic relations in a fractured political landscape.
