Ad campaign seeks to halt exodus of British Columbians as thousands flee province

The Business Council of British Columbia has launched an ad campaign aimed at those questioning whether they should flee the province for better economic opportunities and quality of life.

The ads were created in direct response to the "Alberta is calling" campaign, which encouraged British Columbians to head east.

The ads, which exist both online and across the province in areas including Prince George, Kelowna, Victoria, and Metro Vancouver, feature a phone receiving a call from Alberta, with the caption, "Thinking of answering?"

"Living in BC shouldn't be so hard," the ad continues. "Let's make it easy to stay."

According to Statistics Canada, in 2023 BC experienced negative net interprovincial migration for the first time in a decade, with 67,944 people leaving. Of those, 37,650 moved to Alberta.

An Angus Reid poll conducted in 2024 revealed that one in three British Columbians are seriously considering leaving. Those who have made the jump east have cited a number of reasons for doing so, chief among them BC's high cost of living.

"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. "We want British Columbians to know that staying here is possible — and it starts with building a stronger economy to reduce the pressure to leave."

She reminded people that while it might feel like it, "leaving the province isn't the only solution to making life more affordable." 

"Our goal is to spark a province-wide conversation about the connection between BC's economy and affordability," Jones added. "We all have a role to play in changing things for the better so current and future generations can call BC home."

The ads have been met with varying responses.

"Do they run ads in other provinces telling you not to move?" commentator JJ McCullough asked in a post on X, with another user calling the campaign "self-defeating."

Other provinces have run similar campaigns. In early 2024, for example, Ontario spent millions on a series of "It's Happening Here" ads, reminding residents that their home was an economic powerhouse.