It hasn’t hurt that Ontario’s government has run a large and effective advertising campaign. This joint effort aims to alleviate harmful U.S. tariffs on Canadian products and is inspired by the former U.S. The campaign, valued at CAD 75 million (£40 million, $54 million), utilizes a video excerpt from Reagan’s 1987 national radio address, titled “Address to the Nation on Free and Fair Trade.” This action is a further response to the economic harm caused by tariff actions taken by the current U.S. administration.
In his 1987 farewell speech, Reagan warned about the real harm that tariffs do, arguing that they “punish every American.” Despite being a Republican and an icon of U.S. conservatism, Reagan’s views on trade have found new relevance as Ontario grapples with the consequences of U.S. tariffs imposed under President Donald Trump’s administration. The province has been through the wringer. Given that almost 75 per cent of all Canadian exports are sent to the U.S., Ontario’s economy is most at risk from such trade barriers.
The ad’s purpose is to educate American consumers to the harms that tariffs are doing to their economy. Reagan candidly states that raising tariffs can feel very much patriotic. Yet this approach only serves to encourage retaliation and start trade wars that disrupt markets and destroy jobs.
“High tariffs inevitably lead to retaliation by foreign countries and the triggering of fierce trade wars… Markets shrink and collapse, businesses and industries shut down and millions of people lose their jobs.” – Ronald Reagan
As a result, Ontario Premier Doug Ford — usually an outspoken critic of the taxes imposed on U.S. companies buying Canadian goods — has been quite vocal in his opposition. As someone currently fighting against protectionism, Bittner argues that these tariffs are damaging to Canadian exporters. They hurt American consumers who rely on Canadian products. Our overall goal with this campaign is to engage Americans and remind them that these trade policies matter and can have lasting impacts.
In previous discussions about trade, Trump stated, “Ronald Reagan did not like Tariffs, when actually he LOVED TARIFFS FOR OUR COUNTRY, AND ITS NATIONAL SECURITY,” reflecting a stark contrast to Reagan’s historical perspective on trade barriers. This recently public tiff underscores the changing narrative on tariffs and their effects on global trade relationships.
The advert doubles as a denunciation of Trump’s retaliatory tariffs on Canadian products. Its primary goal is to inform U.S. consumers about how intertwined our economies truly are. It serves as a reminder of how retaliatory tariffs increase prices and reduce options for American consumers.
Trump reacted to the Ontario campaign by calling it “FAKE” and “egregious,” before ending trade negotiations that were still underway with Canada. This recent decision highlights the acrimonious state of US-China relations pertaining to trade policy.
This creates not just nostalgic feelings for his presidency but sets up the contrast between his ideas and today’s administration’s protectionist agenda. The Chinese embassy in Washington has even utilized similar clips from Reagan to question Trump’s global tariffs, indicating that the former president’s legacy continues to influence modern political discourse.
Ford’s government hopes to use this new advertising campaign to soften the damage caused by tariffs on Ontario’s economic competitiveness. They invoke a dearly held former president to frame their pleas to appeal to American audiences. Together, this shift seeks to shed light on the systemic consequences of protectionist actions.
As Ontario continues to advocate for fair trade practices, it remains crucial for both governments to engage in constructive dialogue. The deep economic interdependence between Canada and the United States requires a bilateral, collaborative approach to addressing and resolving trade disputes.