In 1970, the Broadcasting Act of Canada was passed to preserve the country’s culture.
This led to an era of small budgets and regulated programming. Canadian content became synonymous with bad content.
In the last decade, Canada’s had a creative revolution. But perceptions haven’t caught up. The Canada Media Fund wanted to create a brand to change the conversation.
In the first month alone, the MADE launch earned 22.5 million earned media impressions, including an hour-long special on CBC.