A new province-wide campaign is taking aim at the economic and affordability challenges driving young British Columbians to leave the province.
Launched today by the Business Council of British Columbia, the "Stay with BC" campaign is the organization's largest-ever advertising initiative, designed to address the rising cost of living and the growing exodus of residents to other provinces.
The campaign counters Alberta's high-profile "Alberta is Calling" ads with clever, thought-provoking visuals that emphasize the importance of economic growth in solving BC's affordability crisis. Creative scenarios such as a phone call from Alberta or a dating app prompt — "Thinking of answering?" — urge British Columbians to reflect on their decision to stay or leave, reminding them that a brighter future is possible without uprooting their lives.
For the first time in more than 10 years, BC is experiencing a net population loss to other provinces and territories. Rising costs, limited job prospects, and overburdened public services are key factors driving the trend. According to a 2024 Angus Reid survey, one in three British Columbians is seriously considering leaving the province, with young people particularly affected.
"Many have heard the Alberta is Calling ads and laughed them off, but the reality is other provinces are calling, and people are answering," BCBC President and CEO Laura Jones said. "Staying here is possible, but it starts with building a stronger economy that makes life in B.C. more affordable."
The "Stay with BC" campaign highlights how a robust economy is fundamental to addressing affordability challenges. Through a mix of online and physical ads across cities like Vancouver, Victoria, Kelowna, and Prince George, the campaign directs residents to StayWithBC.ca, which outlines the challenges facing the province and offers a hopeful vision for the future.
"We're not just responding to Alberta's ads," Jones added. "We're starting a conversation. We want to show British Columbians that a prosperous, affordable life in BC is possible with the right economic policies."
Jones stresses the need for action at the provincial and national levels to encourage private-sector investment, create better-paying jobs, and retain young talent.
"It's not enough to acknowledge the problem. We need real solutions that support growth and opportunity, ensuring BC remains a place where future generations can thrive."
According to Statistics Canada, BC has entered a net loss in interprovincial migration, with half of those leaving moving to Alberta. Of those departing, 67% are under 40, representing a concerning brain drain.
In the 2024 BC provincial election, affordability was voters’ top concern. Angus Reid data showed 64% of British Columbians cite the cost of living as their primary issue, and 50% of residents aged 18–34 are seriously considering relocating.
"We all have a role to play," Jones said. "By prioritizing economic growth, we can create a future where young families and professionals see BC as the best place to live, work, and build their dreams."