The Canadian Media Directors’ Council (CMDC) unveiled a new campaign as a “rallying call to leaders to invest in Canada.” In support of the Canadian Media Manifesto, the campaign was launched on April 30 at 2025 CMDC’s Voices Media Summit, which brought together more than 300 industry professionals.
“This campaign builds on the Canadian Media Manifesto’s ongoing advocacy, led by CMDC, to champion and invest in local media,” president Shannon Lewis says. “It sends a clear message: Canadian media, content and journalism are essential to our democracy, economy and national identity.”
Lewis tells MiC the campaign is a powerful call to action amid headlines of U.S. tariff’s impacting the Canadian economy, the rise of misinformation and diminishing homegrown content. It is a reminder that investing in Canadian media means investing in Canada’s future, she adds.
The campaign is anchored by a film created with Blue Ant Media and Table 9 Productions, emphasizing that despite reaching a critical juncture, collective action can pave the way for a sustainable and innovative future in Canadian media. The creative approach draws from current events and tensions, incorporating real news headlines to reflect Canada’s social, economic and political shifts. To stay timely, the team even made a last-minute edit on election night to include Mark Carney as the new Prime Minister. The tone is bold and direct, aiming to prompt action from business leaders and policymakers.
“Canadian stories matter. A thriving media industry fuels innovation, drives economic growth, and keeps our unique, diverse voices front and centre,” said Mitch Dent, president of media at Blue Ant Media. “This CMDC initiative champions local media at a critical moment — when Canadian content and brands must rise, inspire, and unite us all.”
The campaign can be viewed and shared through CMDC’s digital platforms.
“This campaign speaks to all our key stakeholders, media, marketers, policymakers and government, urging them to protect and grow Canada’s media infrastructure and industry.” Lewis says. “These are the people with the influence to shape policy and drive real change.”
Shannon notes that the initiative builds on the advocacy campaign the CMDC has led over the past four years. Since its inception in 2021, the Canadian Media Manifesto has galvanized the Canadian media and marketing community, advocating for greater collaboration to strengthen the country’s media ecosystem. “It (the campaign) continues our collective work, but in a more urgent, visible and moment-driven way – leveraging current events to reignite national conversation and commitment,” she says.
Success, Lewis notes, hinges on raising awareness and prompting action, with CMDC monitoring the campaign’s reach and engaging key stakeholders in media, marketing and politics.
Overall, CMDC also stays current with developments in the media landscape, Lewis says. In partnership with The Globe and Mail, CMDC conducts an annual leadership survey to assess the impact of the Canadian Media Manifesto, measuring awareness, advocacy and the evolving challenges and opportunities faced by marketers and industry leaders.
