The Goal

Let’s restore national pride among our youth by promoting pro-Canada messaging. We can do this by reforming our current culture funding – rather than giving subsidies to certain creators for their proposed projects, reward any creator who successfully creates content that celebrates Canada, Canadian achievements and promotes national pride.

Summary 

Canada is facing an identity and confidence crisis. National pride has plummeted, and belief in government is at an all-time low. And the youngest generation is the most disenchanted. Two out of every five Canadians under 35 would consider joining the United States if they were guaranteed citizenship and kept their assets¹. This is a clear, urgent danger that threatens our country’s future existence. 

We must reclaim a positive narrative for our country. As a first step we are proposing an aggressive strategy to transform the discussion through: modernizing cultural programming, overhauling funding mechanisms, and implementing policies that celebrate Canadian achievement and ambition. We will return to a Canada that embraces boldness, rewards innovation, proudly proclaims our values, and inspires our citizens to build a stronger future.

Current Problem 

Canadians have lost faith in their country. We have forgotten how to express the great things about our values and our society. National pride has collapsed with less than half of Canadians saying they have a deep emotional connection to Canada². This is particularly felt among young people and lower-income groups. Immigrant attachment to Canada is becoming increasingly transactional, based on economic stability rather than identity with 51% of all new Canadians who have been in the country less than a decade saying their connection to Canada depends on being provided a high quality of life³. 

The federal government’s failure to provide national leadership and defend the Canadian project is fueling pessimism and disillusionment. If this trend continues, Canada risks losing its best talent and its ability to compete globally, and could easily fragment.

Real-World Solutions 

Canadian identity and national unity have always been something that requires effort. In response to the increasing Americanisation of the country after the Second World War, the Massey Commission recommended a number of nation-building programs including the creation of the National Library of Canada and the Canada Council for the Arts. In the 1970s, in response to the rising threat of Quebec separatism and the October crisis of 1970, Pierre Trudeau responded with a wide spectrum of nation building efforts including handing out national flags, and increasing funding for arts councils, broadcasting corporations, film boards. 

But Canadian identity doesn’t belong to the government. Heritage Minutes, short films published as public service announcements, originally founded privately, became an effective historical education tool reaching the vast majority of Canadians teaching important facts about the country’s history⁴.

At the same time campaigns like ParticipACTION effectively “fostered the development of healthy environments for activity, and created a social norm around Canadians being an active population.” through compelling campaigns and follow up grants⁵.

Other countries, such as Australia, and Singapore have aggressively defended their identity and built associations with individual risk-taking and sacrifice as well as economic and cultural success through programs like the National Integration Council and ‘Shared Values’ campaigns. These examples show that national pride can be actively cultivated through well-designed programs.

Why This Matters 

A country that lacks belief in itself cannot survive, let alone thrive. Without belief in our society’s story and values Canadians will not be motivated to make our country better. Without a pro-builder culture, economic stagnation and brain drain will follow. Canada has every reason to be confident—we are a resource-rich, talented, innovative country with a history of resilience and liberty. We must make sure our cultural institutions reflect this reality.

What Needs To Be Done

We are proposing a bold, immediate reform agenda will restore pride and belief in Canada:

• Focus on Youth Engagement: Ensure national pride messaging reaches young Canadians, those under 30, by prioritizing content on social media platforms and integrating it into spaces where they naturally seek information and inspiration.
• Modernize Heritage Minutes : Introduce a bounty system for pro-Canadian content creators, to ensure a regular flow of inspirational national stories. If you are a great content creator on Youtube, Instagram or TikTok and want to talk about what makes Canada the greatest country on earth then we will reward you for it.
• Redirect Cultural Funding : End subsidies for specific creators and instead focus on funding specific media, digital content, and film projects that celebrate Canadian achievement and ambition to reinforce national pride.
• Launch a National Risk-Taking Program : Modeled after ParticipACTION, the education campaign that helped a generation to learn about fitness, this initiative will encourage Canadians to embrace risk, innovation, and entrepreneurship.
• Reform the Heritage Council : Shift focus from passive cultural preservation to active national confidence-building.

Implementation Plan

• Legislative Changes : Modify federal arts and heritage funding laws to align with national objectives.
• New Initiatives : Establish a pro-builder media strategy under the Department of Heritage.
• Public Engagement Strategy: Establish a structured plan for political and civic leaders to consistently promote Canadian achievements, incorporating national pride messaging into speeches, public appearances, and official communications. Asking Canadians to participate.
• Success Metrics : Increase in national pride surveys, higher youth engagement, and increased participation in entrepreneurship.
• Accountability : Regular reporting on where funding is directed and impact as measured by impressions, engagements, and responses.
• Rapid Execution : Reform the mandates for our cultural institutions within 3 months and a full rollout of the bounty program and funding within 6 months.

What This Means For The Future 

When successful, Canada will have developed the tools to reverse its confidence crisis. We can ensure a new generation of Canadians will have learned to see their country as a place to build, innovate, and achieve greatness.

Common Questions

• Will this be government propaganda? No. This is about celebrating real Canadian achievements and fostering a culture of pride and confidence. We will support Canadians who are already telling their stories. We are not attempting to create a new narrative whole cloth.
• Is this exclusionary? No. A strong national identity benefits all Canadians, regardless of background.
• How do we ensure this works? By setting clear benchmarks and measuring impact through impressions, engagements and national surveys.

Conclusion 

The time for hesitation is over. Canada must reclaim its confidence. We have the resources, talent, and ambition. We have a proud history of resilience, resourcefulness, liberty, and strength. We must now ensure our cultural institutions reflect that. By reforming our national story, we will inspire a generation of Canadians to build a stronger, prouder, and more prosperous nation.