The Institute for Canadian Citizenship (ICC) has launched a national awareness campaign aimed at shifting public attitudes about immigration by highlighting the historical and ongoing contributions of newcomers to Canada.
The campaign, titled New Canadians Make All the Difference, features large-scale outdoor posters and digital ads across the country, challenging negative rhetoric around immigration and reminding Canadians that immigrants have consistently helped solve some of the country’s biggest challenges.
“Immigration isn’t just about filling jobs or getting bigger,” said Daniel Bernhard, CEO of the ICC, in a statement. “It’s about talented people dedicating their lives to making Canada ever more extraordinary.”
The initiative includes bold visual storytelling displayed on outdoor billboards in Ottawa, Toronto and Calgary, as well as digital banners at 40 Cineplex locations in Manitoba, Alberta, Ontario, Nova Scotia and British Columbia.
The campaign draws parallels between historical and contemporary attitudes toward immigration, invoking past examples of discrimination that, according to the ICC, now seem outdated or even absurd.
Among the featured stories are those of Irish immigrants who once faced harsh prejudice but whose descendants include notable Canadians such as former prime ministers Louis St. Laurent, Brian Mulroney and Paul Martin, along with entertainers like Ryan Reynolds and Shania Twain.
Also highlighted are Ukrainian immigrants who helped transform the Prairies into a global agricultural powerhouse. According to the ICC, non-animal agriculture generated $48 billion in 2024 and employed more than 115,000 Canadians.
The campaign notes the contributions of Italian immigrants who arrived post-Second World War and faced anti-Catholic bias. Many played key roles in construction—by 1960, one in three construction workers in Toronto was Italian—contributing to the housing stock still in use today.
It also addresses the current role of immigrants in Canada’s healthcare system. The ICC argues that newcomers are vital to resolving the country’s worsening labour shortages, particularly in healthcare, and that delays in recognizing foreign credentials remain a significant barrier.
“Just as yesterday’s prejudices seem ridiculous today, our current rhetoric will strike future generations as absurd,” Bernhard said.
The ICC said the campaign is not only about history, but also a contemporary call to action. More information, educational resources, and opportunities to get involved are available at thedifferencemakers.ca.
