A Canadian billboard company cancelled a contract with a Manitoba pro-life group, saying that the requested image “creates too much controversy” and that the company received “a lot of backlash” for similar designs in the past.
Susan Penner, the executive of Life Culture, a pro-life organization in Steinbach, Man., told True North that her organization intended to use the same image it used in a campaign with Pattison Outdoor Advertisements the previous year but was shot down this time.
The image featured a pregnant woman cradling her belly. The caption read, “Celebrate the gift of life!” and included Life Culture’s website address. Penner told True North in an interview that the billboard was meant to remind people, in a time of widely accessible euthanasia and abortions, that “life and pregnancy is a gift.”
Emails from November between Pattison Outdoor and Life Culture provided to True North show that the billboard advertiser initially agreed to provide advertising space for Life Culture in December for Christmas at two Winnipeg locations and one in Steinbach.
Within less than a week, Penner received an email informing her that Pattison would no longer provide the service to the pro-life group.
“Susan, I regret to inform you that my compliance department will not allow your creative to post on our inventory,” the email said. “The category of the content is pro-life/pro-choice, and it simply creates too much controversy for us.”
When Penner asked what had changed, as the group had used billboard space last year in Steinbach, Pattison Outdoor replied that it had “encountered a lot of backlash for similar designs” posted throughout Canada in 2024.
“Our compliance department has had to expand our restrictions,” a Pattison Outdoor representative said in the email. “We cannot take the risk of public complaints.”
Penner made a point of not wanting to “go on a witch hunt” against the company, asserting that she just wanted to raise awareness that companies in Canada are refusing service due to the so-called “controversy” of calling a woman’s pregnancy a gift.
“How have we gotten so far in our country that life has become so offensive that a billboard designed to highlight the beauty and excitement of pregnancy is deemed controversial,” she told True North in an interview.
She said she’s concerned about a culture of fear in Canada that a “pro-abortion activist government” has cultivated that she credits as a leading cause of the incident.
“Our government creates fear by pitting life and women’s rights against each other. Businesses fear the legal and economic consequences if there’s any indication they support life. Churches fear losing a charitable probation status…Individuals fear losing friends or acceptance,” Penner said.
John Carpay, the president of the Justice Centre for Constitutional Freedoms, a civil liberties group in Canada, said that Life Culture may have grounds for a human rights complaint in Manitoba.
Carpay said Life Culture could argue that it was discriminated against based on protected grounds of creed, and religious belief under human rights codes. The Human Rights Code of Manitoba states that organizations cannot discriminate based on “political belief, political association or political activity.”
He said that defending a group’s right to say unpopular things is the bedrock of progress in society. He noted an example of a man who changed the way people understood science but was mocked for saying doctors should wash their hands before delivering babies, as many mothers were dying from infections.
“You could come up with hundreds of examples of progress that would not have happened without people feeling upset. Comfortable majorities get upset when their cherished notions are challenged,” Carpay said. “If we want to move forward towards better scientific understanding, economy, laws, and civilization, We have to put up with comfortable majorities feeling upset.”
Penner did not indicate whether she planned to seek legal redress.
Pattison Outdoor did not respond to True North’s requests for comment.
Canadians and Americans react to Trump’s latest Canada annexation joke
The internet is once again reacting to a comment by U.S. President-elect Donald Trump, referring to Canada as an American state and Prime Minister Justin Trudeau as “governor.”
In a comment made just after midnight on Tuesday, Trump thanked Trudeau for coming to Mar-a-Lago a few weeks ago to talk about trade policy between Canada and the United States. However, Trump called Trudeau “governor” of the “Great State of Canada.”
Last week, a report surfaced that at Trudeau’s visit to Mar-a-Lago, Trump jokingly told the Prime Minister that Canada should become the 51st American state in response to Trudeau telling the incoming president that a 25% tariff would kill the Canadian economy.
A few days after reports of the joke surfaced, Trump reposted an AI-generated picture on his Truth Social account depicting him standing atop a mountain beside a Canadian flag.
The jokes had initially prompted Canada’s Public Safety Minister Dominic LeBlanc to downplay their significance, describing a warm relationship between Trump and Trudeau and saying the remarks should not be taken seriously.
“The fact that there’s a warm, cordial relationship between the two leaders and the president is able to joke like that, we think, is a positive thing,” said LeBlanc.
“It wasn’t a meeting in a boardroom with ten bureaucrats keeping notes. It was a social evening. And there were moments where it was entertaining and funny, and there were moments where we were able to do, we think, some good work for Canada.”
American conservative commentators reacted to Trump’s post with enthusiasm, with Charlie Kirk reposting Trump’s comments with laughing emojis while Ben Shapiro responded with a comment implying support for Canada’s annexation.
Canada’s Treasury Board President Anita Anand responded to questions about Trump’s comments by reporters reiterating her government’s commitment to preserving Canada’s sovereignty and security.
“Canada is a sovereign country,” repeated Anand.
On the other hand, Ontario Premier Doug Ford said that Trump’s joke reflects positive relations between Ottawa and the incoming administration in Washington, joking himself that he doesn’t think about Trudeau at midnight while Trump does.
“I’m sure not thinking of Justin Trudeau at midnight,” said Ford. “So if he’s thinking of Justin at midnight, it’s probably a good relationship.”
Since Trump won the presidential election in November, the president-elect has provoked Canada by announcing his intentions to impose a 25% tariff on Canada. The tariffs would be imposed in response to a flow of illegal immigrants and drugs from Canadian territory into the United States.