--- title: "A Great Nation Celebrates Its Achievements and Its Builders—So Should Canada" description: "Creators should be rewarded for creating content that celebrates Canada and Canadian achievements" image: "https://yorkfactory.buildcanada.com/rails/active_storage/blobs/proxy/eyJfcmFpbHMiOnsiZGF0YSI6MTI5MiwicHVyIjoiYmxvYl9pZCJ9fQ==--0de9e829b629e61479fa03f57b2ed706b054b493/67ab9426e24de97443ba84ef_Frame-40.png" author: "Michael Litt" published: "2025-02-03T20:50:00.000Z" canonical: "https://www.buildcanada.com/memos/canadian-pride" --- # A Great Nation Celebrates Its Achievements and Its Builders—So Should Canada ## Key Messages 1. Creators should be rewarded for creating content that celebrates Canada and Canadian achievements 2. Canada must reclaim its confidence—only 34% of Canadians are "very proud" of their country, down from 78% in 1985. A nation cannot survive let alone thrive if its people do not believe in its value. 3. Canadian prosperity starts with a vision of what our country could be: restoring our national pride is essential for a dynamic, growing economy. ### 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 assets[1](https://www.ipsos.com/en-ca/43-percent-canadians-would-vote-be-american-if-citizenship-and-conversion-assets-usd-guaranteed). 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 Canada[2](https://angusreid.org/from-eh-to-meh-pride-and-attachment-to-country-in-canada/). 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 life[3](https://www.ipsos.com/en-ca/43-percent-canadians-would-vote-be-american-if-citizenship-and-conversion-assets-usd-guaranteed).  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 history[4](https://canadaehx.com/2023/07/04/the-heritage-minutes/). 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 grants[5](https://pmc.ncbi.nlm.nih.gov/articles/PMC2797762/). 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. ## Appendix ## **1. Federal Laws Requiring Changes** - **Canada Council for the Arts Act** (R.S.C. 1985, c. C-2) - **Section 8** (Objects and powers of the Council) - **Telefilm Canada Act** (R.S.C. 1985, c. T-7) - **Section 10** (Objects and powers) - **Department of Canadian Heritage Act** (S.C. 1995, c. 11) - **Section 4** (Powers, duties, and functions of the Minister) - **Broadcasting Act** (S.C. 1991, c. 11) - **Section 3(1)** (Broadcasting Policy for Canada) - **Income Tax Act** (R.S.C. 1985, c. 1 (5th Supp.)) - **Part I** (potential new tax credit or deduction measures for cultural content) ## **2. Exact Terms Needing Deletion or Modification** **Canada Council for the Arts Act** - **Section 8(1)** currently focuses on “fostering and promoting the study, enjoyment, and production of works in the arts.” - **Suggested change** : Add language about “promoting national pride, entrepreneurial spirit, and Canadian achievement.” **Telefilm Canada Act** - **Section 10(1)** mentions the aim of fostering and promoting the development of a Canadian film industry. - **Suggested change** : Include a new sub-clause emphasizing “support for film, digital, and interactive content that highlights Canadian innovation and pro-builder values.” **Department of Canadian Heritage Act** - **Section 4(1)** outlines the Minister’s duties. - **Suggested change** : Insert a new paragraph requiring the Minister to “develop, coordinate, and implement initiatives that strengthen national pride, celebrate Canadian success, and encourage risk-taking.” **Broadcasting Act** - **Section 3(1)(d)** describes how the Canadian broadcasting system should “serve to safeguard, enrich and strengthen the cultural, political, social and economic fabric of Canada.” - **Suggested change** : Add specific wording about “actively promoting entrepreneurial spirit and Canadian achievements to foster national unity and pride.” **Income Tax Act** - No specific clause to delete, but a new provision or amendment would be needed in **Part I** to create a **“Pro-Canadian Content Credit”** or similar. - This would allow content creators to receive a tax credit or deduction if their work aligns with newly established national pride and pro-builder criteria. ## **3. Proposed New Language for Amendments** **‍** Below are sample amendment texts in plain language. Final wording would need legal drafting. 1. **Canada Council for the Arts Act, Section 8(1)** - _Old wording (partial)_: “…foster and promote the study and enjoyment of, and the production of works in, the arts.” - _New wording (addition)_: “…and to foster national pride, entrepreneurial spirit, and the celebration of Canadian achievements in all artistic and cultural endeavours.” 2. **Telefilm Canada Act, Section 10(1)** - _Old wording (partial)_: “…foster and promote the development of a feature film industry in Canada…” - _New wording (addition)_: “…foster and promote the development of a feature film, digital media, and interactive content industry in Canada that highlights entrepreneurial success, national pride, and pro-builder values.” 3. **Department of Canadian Heritage Act, Section 4(1)** - _Old wording (partial)_: “The powers, duties and functions of the Minister extend to and include…” - _New wording (addition)_: “…the development, coordination, and promotion of initiatives that strengthen Canadian national identity, encourage risk-taking and entrepreneurship, and celebrate Canadian achievements.” 4. **Broadcasting Act, Section 3(1)(d)** - _Old wording (partial)_: “…serve to safeguard, enrich and strengthen the cultural, political, social and economic fabric of Canada.” - _New wording (addition)_: “…and actively promote the celebration of Canadian innovators, entrepreneurs, and creators to foster national pride and unity.” 5. **Income Tax Act (Part I)** - _New subsection_ (example):\ “(1) There is hereby established a refundable tax credit, to be known as the Pro-Canadian Content Credit, available to individual or corporate taxpayers who produce verified media content that promotes Canadian achievement, national pride, and a culture of innovation.\ (2) The Governor in Council may make regulations establishing criteria for eligible content, including guidelines for pro-builder themes, Canadian historical or cultural significance, and entrepreneurial success stories.” ## **4. Suggested Structure for New Legislation** - **Short Title** : “Canadian National Pride and Innovation Act” - **Purpose Clause** : Clearly state the goal of bolstering national pride, promoting a pro-builder culture, and supporting content creators. - **Definitions** : Define “pro-builder content,” “entrepreneurial success,” and “national pride themes.” - **Funding Provisions** : Outline eligibility for grants, tax credits, or bounties for creative works that align with national objectives. - **Administrative Body** : Identify which agency (e.g., Department of Canadian Heritage) will oversee funding and set compliance rules. - **Reporting and Accountability** : Require an annual report to Parliament with metrics on funded programs, audience reach, and measurable impacts on national pride. ## **5. Provincial-Federal Interactions** - **Shared Jurisdiction Over Culture** : The Constitution does not assign “culture” exclusively to either federal or provincial governments. Both levels can support arts and heritage. - **Collaborative Funding** : Provinces often have their own arts councils and funding streams. Federal policy changes could encourage joint funding agreements for national pride initiatives. - **Respecting Provincial Autonomy** : Certain provinces have unique cultural priorities (e.g., Quebec’s protection of French language and culture). Federal legislation should allow for flexible implementation respecting these priorities. - **Coordination Mechanisms** : The Department of Canadian Heritage can set national standards or guidelines, but provinces could adapt them to local contexts, ensuring consistency with overall national objectives. ‍ ## Supporters [Donna Litt](https://www.linkedin.com/in/donnalitt/), [Brice Scheschuk](https://www.linkedin.com/in/brice-scheschuk-cpa-ca-095721a/), [Daniel Debow](https://x.com/ddebow) --- ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Organization", "name": "Build Canada", "url": "https://www.buildcanada.com", "description": "Build Canada is a civic organization on a mission to make Canada the most prosperous country in the world.", "logo": "/assets/logos/logo-standard.svg", "sameAs": [ { "platform": "x", "url": "https://x.com/buildcanada" }, { "platform": "linkedin", "url": "https://www.linkedin.com/company/buildcanada" }, { "platform": "tiktok", "url": "https://www.tiktok.com/@build_canada" }, { "platform": "instagram", "url": "https://www.instagram.com/build_canada/" }, { "platform": "substack", "url": "https://buildcanada.substack.com/" }, { "platform": "youtube", "url": "https://www.youtube.com/@BuildCanada" } ] }, { "@type": "Article", "headline": "A Great Nation Celebrates Its Achievements and Its Builders—So Should Canada", "description": "Creators should be rewarded for creating content that celebrates Canada and Canadian achievements", "image": "https://yorkfactory.buildcanada.com/rails/active_storage/blobs/proxy/eyJfcmFpbHMiOnsiZGF0YSI6MTI5MiwicHVyIjoiYmxvYl9pZCJ9fQ==--0de9e829b629e61479fa03f57b2ed706b054b493/67ab9426e24de97443ba84ef_Frame-40.png", "datePublished": "2025-02-03T20:50:00.000Z", "dateModified": "2025-02-03T20:50:00.000Z", "author": { "@type": "Person", "name": "Michael Litt", "jobTitle": "", "image": "https://yorkfactory.buildcanada.com/rails/active_storage/blobs/proxy/eyJfcmFpbHMiOnsiZGF0YSI6MzE5LCJwdXIiOiJibG9iX2lkIn19--f1a47b3deb3b6689f3e944a425d9652918f519ec/67a12a87d2b2a20e10abd71f_1721412427252.jpeg", "sameAs": [ "https://x.com/michaellitt", "https://www.linkedin.com/in/michaellitt/" ] }, "publisher": { "@type": "Organization", "name": "Build Canada", "logo": { "@type": "ImageObject", "url": "/assets/logos/logo-standard.svg" } }, "mainEntityOfPage": { "@type": "WebPage", "@id": "https://www.buildcanada.com/memos/canadian-pride" } }, { "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://www.buildcanada.com" }, { "@type": "ListItem", "position": 2, "name": "Memos", "item": "https://www.buildcanada.com/memos" }, { "@type": "ListItem", "position": 3, "name": "A Great Nation Celebrates Its Achievements and Its Builders—So Should Canada", "item": "https://www.buildcanada.com/memos/canadian-pride" } ] } ] } ```