Two Greater Toronto Area (GTA) councillors are taking action against U.S. president-elect Donald Trump’s proposed 25 per cent tariffs with a strategic online advertising campaign aimed at Washington D.C. during his inauguration on January 20.
Brampton City Councillor Rowena Santos and Whitby Regional Councillor Chris Leahy are using location-based advertising to highlight the potential negative consequences of the tariffs on Canadian jobs and the economy. The ads, designed to reach U.S. officials and decision-makers in the D.C. area, will also run during major events like the Super Bowl.
“The residents I serve are at risk of job losses and increased property taxes because of these proposed tariffs,” said Santos. “We won’t stand idly by while our economy is threatened—we’re going to fight for our communities.”
The tariffs, announced after Trump’s election victory, target Canadian and Mexican products as part of efforts to curb illegal migration and drug trafficking into the U.S. Economists and local officials have expressed serious concerns about their potential impact on cross-border trade and Canadian industries.
Brampton, home to a critical CN intermodal facility where goods regularly flow between Canada and the U.S., could be among the first cities to experience the fallout. Similarly, Whitby’s economy, which relies heavily on automotive and manufacturing sectors, faces significant risks, according to Leahy.
“Durham Region’s economy depends on auto manufacturing, which contributes 10 per cent of local economic activity,” Leahy explained. “These tariffs could devastate our region and its workers.”
Ontario Premier Doug Ford has already signaled a willingness to retaliate economically, suggesting a cut-off of energy supplies to certain U.S. states. Leahy endorsed this tough stance, urging Ford to “follow through” on his threats.
The councillors intend to continue their campaign at high-profile events like the Super Bowl, leveraging similar digital advertising strategies. “We’re playing hardball because jobs and livelihoods are on the line,” said Leahy.
While the campaign has garnered political attention, some experts have raised concerns about its effectiveness. Moshe Lander, an economics professor at Concordia University, criticized the approach as potentially exacerbating tensions rather than resolving them.
“There’s a difference between advocating for free trade and engaging in tough talk. Targeting Washington insiders who already understand the issue might not move the needle,” Lander said.
Instead, he suggested shifting the focus to American households in Midwest states, many of whom may be unaware of how the tariffs could harm their Canadian neighbors and local economies.
Ontario Big City Mayors, chaired by Burlington Mayor Marianne Meed Ward, is set to discuss the potential economic impacts of the tariffs in February. Meanwhile, Santos and Leahy remain steadfast in their campaign, committed to protecting Canadian jobs and advocating for fair trade practices.