Canada rents billboards across US to push anti-tariff messages

Canada is trying to persuade Americans to speak out against President Trump’s trade war by launching an ad campaign in 12 red-leaning states, pushing anti-tariff messages and reminding them that “nobody will win” with the approach coming from the White House. 

Foreign Affairs Minister Mélanie Joly said last week that the Canadian government started a campaign, rolling out digital ads and placing billboards along “key highways” in states such as Florida, Nevada, Georgia, New Hampshire, Michigan, Ohio and others, warning them that Trump’s tariffs on Canada will end up hurting Americans. 

“We’re doing that because we think that we need to send a message to the American people, for them to understand what’s at stake, because this is really going to hurt their livelihoods and have an impact on their wallets,” Joly said during a Friday appearance on CNN. 

“And my message to hardworking Americans is, please talk to your senators, talk to your House representatives, to your mayors, to your governors,” the foreign affairs minister said. “Send a message that you don’t want these tariffs, because nobody will win and in this approach coming out from the White House.” 

The goal of the ad campaign is to “increase the understanding of the American public and to counter misinformation,” according to Global Affairs Canada’s spokesperson. 

“The campaign is a strategic investment in Canada’s long-term economic interests, and its trade relationship with the United States,” a spokesperson told The Hill in an emailed statement. “Tariffs are a tax on hard-working Americans in their daily lives. They lead to increased costs on everyday essentials, including fuel and groceries.

Joly shared a version of one of the billboards on the social platform X. The billboard said in white font that “Tariffs are a tax on hardworking Americans” over a black background. 

One billboard, shared by the Pittsburgh Post-Gazette, in Kennedy Township, Pa., says that “Tariffs are a tax at the gas pump.” 

Another one was placed along an expressway in Cincinnati that states, “Tariffs are a tax on your grocery bill – Paid for by the Government of Canada,” Fox 19 reported on Tuesday. 

Canada’s government also posted a television ad on X, calling on Canadians to “#ChooseCanada.” 

“Canada, it’s time for more us. Because we’re more than just a place on a map. We’re an attitude — one with more empathy than ego,” the narrator says in the 30-second ad. “The more we choose to stand up as our most flag-flying, maple-leaf-buying, local adventuring selves, the more we are the True North, unbreakable, strong and free.” 

New Canadian Prime Minister Mark Carney contended this week that Trump’s fresh set of tariffs is going to hamper American workers and consumers. 

“His trade war is hurting American consumers and workers, and it will hurt more,” Carney said. “I see that American consumer confidence is at a multiyear low.”

Trump has imposed a 25 percent tariff on a substantial amount of goods coming from Canada, but most are delayed until April 2. 

The Canadian government has fired back, targeting U.S. companies, including electric vehicle giant Tesla, barring the automotive company from future electric vehicle rebate programs. 

Updated at 3:40 p.m. on March 27