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Bruce Dowbiggin

The Branding Exercise That Is Canada On Its 2024 Birthday

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We are watching the national anthem played as Canada’s mens soccer team advances to the second round of the Copa America tournament. It’s Canada Day weekend, which always stirs up sentimental patriotism, even when the mid-wits in the PMO change the words to O Canada. But something feels different.

This team, of course, looks nothing like Team Canada in the 1972 showdown with the Soviets, for instance. Demographically they’re Trudeau’s wet dream of races, ethnicities and languages. Fair enough. They made it through qualifying. Props.

But having changed the look of Canada to the world, just what remains of the nation that was gripped by the 1972 Canada/ Russia series, games so existential that Canadians felt a loss meant the death of a culture? What does today’s Canada stand for anymore to them? And why are elite politicians pushing so hard on a policy that has little support?

A recent Ipsos poll asked “Do you agree or disagree that ‘Canada is broken’?” The result? Conservatives: 96%/PPC: 86%/ Greens: 63%/ BQ: 58%/ NDP: 57%/ Liberals: 34%. Understand that what has changed for Conservatives is very different from the Bloc or NDP. But they are all adrift in Trudeau’s Canada.

As the players sang along to O Canada in Orlando it’s clear that Canada right now is not a nation. It’s a brand. One constructed by politicians, not the people of the country. Liberals apparently like it that way, but getting a lump in the throat from remembering our war dead or the creation of single-payer healthcare is so yesterday for the PMO posse. Governments like Canada’s have chucked their independence in deference to world governments deciding financial, health and military policy.

One friend says all that binds this new Canadian brand is hockey and equalization payments. With polling numbers such as these it’s fair to ask why the political class continues to push this aggressive WEF branding when so much of the nation prefers the old homegrown model? While immigration is a laudable goal, fire-hose immigration like Canada is seeing is kefafta.

It’s not just a Canada thing. No, this is a branding exercise writ globally. Look at the lineup for Chile that faced Canada on Saturday. Names such as Igor Lishnovsky, Erick Pulgar and Benjamin Kusevic hardly stir up the traditional profile of a South American nation. The Euro 2024 championships running simultaneously have cultural shocks to those who have not being paying attention.

The lineups of England, France, Belgium, Germany and even Italy feature players who are black, brown or Arab, reflecting the imperial reach of those countries a century ago. If the goal is to emulate the Jackie Robinson model of integrating through sport then this would seem to be a success. If it is, then why do banners around the pitch still rage about ending racism? Or is the real goal coercion? Do the Brussels bunch (as well as Canada’s elite) just like to lecture people about their faults so they can be re-structured?

There are holdouts to this movement. Hungary, Poland and the Balkan nations remain largely homogeneous culturally (while being threatened by the EU for not accepting more of the world’s wandering population). So do Asian nations like Japan. (You’re supposed to ignore them.) But it would be disingenuous to suggest that there is a simple way to reverse the course of this forced march, to protect the cultures that have existed in Europe for hundreds, sometimes thousands of years.

The Marseillaise has gone from a stirring revolutionary call to the tricoleure to sentimental background music for the Paris 2024 Olympic Games. Like Edith Piaf. All facilitated by the willing loss of cultural sovereignty in the Western world.

Not for nothing is Israel a rogue state for defying the WEF and the UN demands for a ceasefire as they avenge the heinous October 7 massacres by Hamas. Through its zombie president Joe Biden, the American power elite is telling Israel that they’re hurting energy rapprochement with Saudi Arabia and Iran in the Middle East. Be more like Ukraine, they say, and sacrifice a generation of your young men to keep natural gas domination out of the hands of Gasprom, Vladimir Putin’s piggyback.

Less Bibi Netanyahu and more Vladimir Zelensky, the plucky kleptocrat in Ché Guevara fatigues. Succumb, bitch.

Sometimes the message is subtle. Sometimes not so much. UFC star Connor MacGregor suggested that perhaps immigration was behind the anger of Irish protesters who rioted after an immigrant murdered five people. He was quickly  upraised by Taioseach hack Pauline O’Connell:  “If your views on other people’s identities go to make their lives unsafe, insecure, and cause them such deep discomfort that they cannot live in peace, then I believe that it is our job as legislators to restrict those freedoms for the common good.”

How did this brand-management happen? There is an old quote that goes, ‘For my friend everything. For my enemies the law.’ Indeed, the law has been used (or misused) to bring the unruly like MacGregor to heel. New “hate speech” laws have been enacted to trip up those who, like Michael Richards of Seinfeld fame, are made to disappear for upsetting audience members unhinged by comedy. It doesn’t stop there. New Canadian laws talk about multi-million dollar fines for denying the climate ruse.

As we predicted in November of 2023, “Next speech regulation is silence. Or non-speech. Under the new rules, silence will be no defence when the mob orders you to “wear the ribbon”. UC Berkeley Law Professor Savala Trepczynski gave away the game, saying that “White silence is incredibly powerful … It’s not neutral. It acts like a weapon.” Writes legal specialist Jonathan Turley, “In a world where silence is violence and civility is complicity, there is little room for true free speech.”

So sing out loud and proud when O Canada plays at this summer’s Olympics. Talk about sea to sea to sea. But don’t get any ideas about old Canada. Brand loyalty is the coming thing.

Bruce Dowbiggin @dowbboy is the editor of Not The Public Broadcaster  A two-time winner of the Gemini Award as Canada’s top television sports broadcaster, he’s a regular contributor to Sirius XM Canada Talks Ch. 167. His new book Deal With It: The Trades That Stunned The NHL And Changed hockey is now available on Amazon. Inexact Science: The Six Most Compelling Draft Years In NHL History, his previous book with his son Evan, was voted the seventh-best professional hockey book of all time by bookauthority.org . His 2004 book Money Players was voted sixth best on the same list, and is available via brucedowbigginbooks.ca.

BRUCE DOWBIGGIN Award-winning Author and Broadcaster Bruce Dowbiggin's career is unmatched in Canada for its diversity and breadth of experience . He is currently the editor and publisher of Not The Public Broadcaster website and is also a contributor to SiriusXM Canada Talks. His new book Cap In Hand was released in the fall of 2018. Bruce's career has included successful stints in television, radio and print. A two-time winner of the Gemini Award as Canada's top television sports broadcaster for his work with CBC-TV, Mr. Dowbiggin is also the best-selling author of "Money Players" (finalist for the 2004 National Business Book Award) and two new books-- Ice Storm: The Rise and Fall of the Greatest Vancouver Canucks Team Ever for Greystone Press and Grant Fuhr: Portrait of a Champion for Random House. His ground-breaking investigations into the life and times of Alan Eagleson led to his selection as the winner of the Gemini for Canada's top sportscaster in 1993 and again in 1996. This work earned him the reputation as one of Canada's top investigative journalists in any field. He was a featured columnist for the Calgary Herald (1998-2009) and the Globe & Mail (2009-2013) where his incisive style and wit on sports media and business won him many readers.

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Bruce Dowbiggin

Sometimes An Ingrate Nation Pt. 2: The Great One Makes His Choice

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@PaulChampLaw So, Wayne Gretzky flew on an FBI jet in April 2025 with Kash Patel to watch the Capitals? We all make choices…

Canadians always liked to see themselves as a reflective people. Not hurried into extremes. Slow to anger, quick to act on danger. Humble guys like Wayne Gretzky or Bobby Orr.

If there’s one thing that pissed them off it was anyone sucking up to Americans. Unless… they make it BIG in the U.S.. There was a big exemption for Canadians like Gretzky or Orr or Mike Myers who went south to make a fortune. For them the standards didn’t apply. They were heroes of the nation.

Until Donald Trump. Any Canadian hero not calling him Cheeto or Orange Man Bad or Hitler can expect to receive the mark of Cain from the Left huddling in the Great White North. Anyone excoriating POTUS 45/ 47 , however, is given a lifetime hall pass. No exceptions.

As Gretzky has learned again. Sunday a new photo emerged of the greatest offensive star in NHL history playing golf with the president at his Jupiter, Florida, golf course— the one where Ryan Wesley Routh tried to assassinate Trump.  This led to the same predictable rending of garments and clutching of pearls that greeted Gretzky’s earlier declaration of loyalty to The Worst Human Being Ever®. Traitor is now the mildest description of 99 chez nous.

Give the Gretzkys credit, they didn’t disguise their decision. After Trump’s stunning (to some) win last November, Janet Gretzky cooed, “Congratulations Mr. President Donald J Trump ♥️🤍💙🇺🇸 You did it, You deserved it, you earned every bit of it. The world is a better place to have you as our Leader. Proud to be an American. Thank you for being such a great friend. May God keep watching over you ♥️🙏🏻♥️ Love our family to yours !”

The incensed Canadian left swung into action. “University of Alberta professor Robert Summers @RJSCity: “He’s been a pretty unlikable guy for a long time, this just further solidifies it. @ktownkeith: “Gretzky is disgusting and pathetic. I will celebrate when Ovechkin breaks his record. Also FYI, Mario was the best hockey player ever, not Whine Gretzky.” “People should burn all their old hockey jersey and cards of this guy. A shame”. And those were the nice ones.

The bile harkened to Orr supporting Trump in 2020. In our column at the time we noted the furious aftermath from Canadian hockey worshippers. Canadian sports media called Trump a “monster”, a “racist” and “a totalitarian”. You could heat most of the GTA with the steam emitted by their indignation at Orr having the temerity to speak out politically.

Orr has taken a low profile since, as even some in his hometown of Parry Sound wants nothing to do with him. “Poor Parry Sound,” tweeted Mary Lou George on Oct. 31, 2020. “What a disgrace #BobbyOrr has turned out to be. Guess he believes bragging about assaulting women really is just locker room talk since he wants Trump on his team. Sad.”

As with everything in the current McCoys vs Hartfields feud between the countries the venom launched at Gretzky’s decision to support Trump is underscored by the quaint notion that Canada is anything like it was when Gretzky’s 1988 wedding was a national celebration in Canada.

As the polling from the 2025 Canadian federal election showed young people are fed up with their Boomer parents’ nostalgia for the nation that smuggled the American diplomats out of Iran in 1979. They want economic opportunities and the ability to buy homes. What successive Liberal governments have given them is trans insanity, cities overrun by Hamas protesters and national debt backloaded on their shoulders.

To say nothing of Chinese infiltration of the economy and trade. No wonder they keep trying to change the words to O Canada all the time.

The decisions by Gretzky and Orr, among many expats, is partially due to Trump’s contrarian stance. But it also reflects a distance from the land where they grew up. Mike Myers and Elbows Up played on this sentimental loyalty to help Mark Carney succeed Justin Trudeau. But as more and more financial and talent stacks head south for opportunity (see Nutrien’s decision to ship Saskatchewan potash via the U.S., ignoring B.C.) it’s becoming clear that a reckoning is coming.

Trump’s brusque brushoff of Canada as no better than a 51st state was like an intervention with a friend or family member who’s gotten lost. It was a chance for self examination as we said in this 2018 column, Sometimes An Ingrate Nation.

Instead they bought the fake line that Trump would “invade” the country. Canadians lamented their treatment of “loyal old friend Canada”. But since the Iran heroics what has Canada done to help the U.S.? America has guarded Canada militarily. It has protected the trade lanes where Canadian goods are shipped. It has accepted hundreds of thousands of health patients unable to receive timely treatment in Canada’s single payer system.

It has encouraged Canada an automobile industry. It has allowed Canada’s film and TV industry subsidies. It has (so far) tolerated Canada’s dairy cartels. And it has welcomed Canadians by the millions to holiday or invest in America.

Now list the selfless deeds Canada has performed for America since Ken Taylor squirrelled the diplomats out of Tehran. Um… give us time. We sent Orr and Gretzky to the U.S. to jumpstart hockey. And all the SCTV folks. Canada also became the home for every foaming leftist in America seeking to escape Trump. Beyond that? Diddly squat.

So instead of the prolonged lamentations of the women and men and others of Canada, perhaps Elbows Up should listen to VPOTUS J.D. Vance. “And with all due respect to my Canadian friends, whose politics focus obsessively on the United States: your stagnating living standards have nothing to do with Donald Trump or whatever bogeyman the CBC tells you to blame. The fault lies with your leadership, elected by you.”

Bruce Dowbiggin @dowbboy is the editor of Not The Public Broadcaster  A two-time winner of the Gemini Award as Canada’s top television sports broadcaster, his new book Deal With It: The Trades That Stunned The NHL And Changed hockey is now available on Amazon. Inexact Science: The Six Most Compelling Draft Years In NHL History, his previous book with his son Evan, was voted the seventh-best professional hockey book of all time by bookauthority.org . His 2004 book Money Players was voted sixth best on the same list, and is available via brucedowbigginbooks.ca.

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Bruce Dowbiggin

Healthcare And Pipelines Are The Front Lines of Canada’s Struggle To Stay United

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Ottawa and Alberta have reached a memorandum of understanding that paves the way for, among other things,. a new oil pipeline in return for higher carbon taxes.. How’s it doing? B.C. and Quebec both reject the idea. The Liberals former Climate minister resigned his cabinet post.

The most amazing feature of the Mark Carney/Danielle Smith MOU is that both politicians feverishly hope that the deal fails. Carney can tell Quebec that he tried to reason with Smith, and Smith can say she tried to meet the federalists halfway. Failure suits their larger purposes. Carney to fold Canada into Euro climate insanity and Smith into a strong motive for separation.

We’ll have more in. our next column. In the meantime, another Alberta initiative on healthcare has stirred up the hornets of single payer.

To paraphrase Winston Churchill, “Canada’s health system is the worst in the world. Except for all the other systems.” If there is anything left that Canadians agree upon it’s that their provincial healthcare plan is a disaster that needs a boatload of new money and the same old class rhetoric about two-tier healthcare.

Both prescriptions have been tried multiple times since Tommy Douglas made single-payer healthcare a reality. As a result today’s delivery systems are constantly strained to breaking and the money poured in to support it evaporates in red tape and vested interests.

But suggest that Canada adopt the method of somewhere else and you get back stares. Who does it better? How can we copy that? Crickets. Then ask governments to cut back and create efficiencies. No one wants to tell the unions they are the first to move. As a result, operating rooms sit empty for lack of trained nurses and rationed doctors. The system is all dressed with nowhere to go.

There are many earnest people trying their best to fit the square peg in the round hole. But so far it has produced a Frankenstein quilt of private clinics in other provinces handling overflows and American hospitals taking tens of thousands of overflows or critical cases. Ontarians travelling to Quebec for knee surgery. Albertans heading to eastern B.C. for hips and shoulders. Nova Scotians going to Boston for back surgery.

To say nothing of the legions of Canadians on waiting lists for terminal cancer or heart problems who, in despair of dying before seeing a specialist in 18-24 months, voyage to Lithuania, India or Mexico to save their lives. Everyone knows a story of a family member or friend surgery shopping. Every Canadian health authority sympathizes. But little solves the problem.

Which has led to predictable grumbling. @Tablesalt13 if the Liberals hadn’t surged immigration over the last 4-5 years and if all of the money spent on refugees and foreign aid was redirected to health care how much shorter would Canada’s medical waitlists be?

And if any small progress is made the radical armies opposed to two-tiered healthcare raise a stink in the media, stopping that progress in its tracks. Suggesting public/ private healthcare systems is a quick trip to a Toronto Star editorial and losing your next election.

Into the impasse Alberta has introduced Bill 11 to create a parallel private–public surgery system that allows surgeons to perform non-urgent procedures privately under set conditions, moving ahead with the premier’s announcement last week. The government says the approach will shorten wait times and help recruit doctors, while critics argue it risks two-tier care.

The legislation marks a major shift in healthcare reform in Alberta and faces (shock) strong opposition from the NDP which is pairing these reforms with the province’s use of the notwithstanding clause in banning radical trans surgery and medication for minors in the province.

There are examples of two-tiered healthcare elsewhere in the West. France, Ireland, Denmark, Switzerland and Germany, among others, use a dual-tracked system mixing public and private coverages. Reports FHI, “In the most successful European healthcare systems, e.g., Germany and Switzerland, the federal government handles the PEC risk, via national pools and government subsidies, sparing the burden on individual insurers.” While not perfect it hasn’t produced class warfare.

The Americans, meanwhile learned to their chagrin with ObamaCare (the Affordable Care Act, that government healthcare is not the answer. The U.S. heath system replaces government accounting with health insurance rationers as the immoveable force. Many Americans were outside this traditional system, paying out-of-pocket. Under the Obama plan everyone would be forced into a plan, like it or not.

The AFI continues, “ACA has a flawed design. Its architects meant to appeal to the public, promising what the old system could not fully deliver – guaranteed access to affordable health cover and coverage for pre-existing conditions (PECs). But they were wrong about being able to keep your doctor or your old policy if you wanted.

Previously individual policies had to exclude PEC coverage to be financially viable. Yet employer group policies often covered it after a waiting period, but the extra costs were spread over their fellow workers – a real burden on medium and small-sized companies. Under Obamacare, the very high PEC costs are still spread too narrowly – on each of the very few insurers who have agreed to stay as exchange insurers.”

In other words getting a universal system that helps the needy while not degrading treatment is illusory. Alberta is willing to admit that fact. Like agreement on pipelines it will face nothing but headwinds from the diehards (pun intended) who still believe Michael Moore’s fairy tales about a free system in Canada. And will do nothing to bind Canada’s warring factions.

Bruce Dowbiggin @dowbboy is the editor of Not The Public Broadcaster  A two-time winner of the Gemini Award as Canada’s top television sports broadcaster, his new book Deal With It: The Trades That Stunned The NHL And Changed hockey is now available on Amazon. Inexact Science: The Six Most Compelling Draft Years In NHL History, his previous book with his son Evan, was voted the seventh-best professional hockey book of all time by bookauthority.org . His 2004 book Money Players was voted sixth best on the same list, and is available via brucedowbigginbooks.ca. 

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