Canada is turning U.S. highways into a battleground of ideas, launching a bold billboard campaign to derail President Trump’s tariff plans. Foreign Affairs Minister Melanie Joly announced the move on CNN, revealing that massive signs will soon line roads in 12 Republican-led states, including Florida, Ohio, and Michigan. With a tariff showdown looming on April 2, Joly’s urging Americans to tell their leaders to back off, warning they’re the “first casualties” of this escalating trade war.
The campaign comes as both nations dig in for a bruising fight. Trump’s promised reciprocal tariffs on all Canadian goods kick in next month, after a rollercoaster of threats and delays. It started February 1 with a 25% tax on most Canadian imports—energy and potash got a lighter 10% hit—only to be paused and tweaked multiple times since. Canada’s fired back with its own levies, targeting $60 billion in U.S. goods, and is prepping a second wave worth $125 billion if Trump doesn’t blink.
Joly’s billboards are just the latest salvo in Canada’s charm offensive. From TV appearances to D.C. lobbying, Canadian leaders are pleading their case to both U.S. officials and everyday Americans. “Send a message—no one wins with these tariffs,” Joly said, hinting at darker fears: she believes Trump might even dream of annexing Canada. “Imagine another country rejecting U.S. borders. Americans would lose it,” she added.
Prime Minister Mark Carney’s backing a dollar-for-dollar retaliation strategy but admits Canada’s smaller economy limits its punches. “We won’t shoot ourselves in the foot just to spite them,” he said on a recent U.S. trip. As April 2 nears, Canada’s betting its highway ads can spark a grassroots revolt to stop Trump’s tariff train in its tracks.