Led by veteran broadcaster George Stroumboulopoulos, the initiative – largely driven by Telefilm Canada and the Canada Media Fund (CMF) – recently concluded on the opening night of TIFF, setting the stage for a content series launch in October.

Carney sat down with Stroumboulopoulos for a candid conversation about cultural sovereignty and why Canadian stories matter more than ever, joining other well-known Canadians including actor/producer Ryan Reynolds, astronaut Chris Hadfield, singer-songwriter Jessie Reyez, actress Emily Hampshire (Schitt’s Creek), actor Paul Sun-Hyung Lee (Kim’s Convenience), actor Jay Baruchel (Goon), actress Tantoo Cardinal (North of 60), Reelworld Screen Institute founder and actress Tonya Williams (The Young and the Restless), filmmaker Atom Egoyan (The Sweet Hereafter), musician Rob Baker (The Tragically Hip), and Stanley Cup winner and Florida Panthers forward Sam Reinhart.

Carney told Stroumboulopoulos that the role of government is important, saying it’s vital storytellers have resources.

“The government has a role to play now, but it has to be a neutral role because you want the creativity. You can tell the story – and it’s true – about the economic impact of the creative industries…but what’s more important is telling the stories, weaving together our history,” said Carney.

The concurrent French campaign, led by comedienne Rosalie Vaillancourt, includes interviews with TV host Pierre-Yves Lord, Acadian folk trio Les Hay Babies, author Kim Thúy (Ru, Em), and director Chloé Robichaud (Deux femmes en or)

Mathieu Chantelois of the Canada Media Fund joined Broadcast Dialogue – The Podcast to talk about the MADE | NOUS campaign and why there’s never been a better time to celebrate Canadian storytellers. Listen on your favourite podcast platform or here:

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In an announcement on Thursday, the federal audiovisual organizations said they’d been working with the Department of Canadian Heritage for more than a year to modernize the Canadian audiovisual ecosystem, saying the “concerted audience-centred approach will inform more effective strategies for reaching audiences, increasing the impact of the richness and diversity of Canadian and Indigenous stories —whether in feature films, television, documentaries, or animated films— and ensuring its discoverability across digital platforms and cinemas.”

“This joint initiative is a foundational step towards centering audiences around everything that we do, combining our expertise and audience-data to bridge the gap between our ecosystem’s value chains and audiences,” said Julie Roy, Executive Director and CEO of Telefilm. “The continuity of our partnerships is paving the way for us to better support the cultural impact of Canadian and Indigenous cinema and position our stories where they belong – at the forefront of screens at home and abroad.”

Roy told Broadcast Dialogue that the four national organizations will begin to analyze the tools they currently use for audience measurement to “map out” the scope of the collaboration.

“In the coming weeks and months, we will involve industry partners as they have an important role to play in this collective work,” said Roy.

“This is just the beginning of a major undertaking that will lead to a more concerted action with not only the funding agencies, but will also involve the audiovisual sector at large,” added Valerie Creighton, President and CEO of the Canada Media Fund. “By modernizing how we gather and share audience insights, we will ensure the viability of Canadian content in an era of rapid broadcast and digital change.”

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The MADE | NOUS campaign – which includes partners like the Canada Media Fund (CMF), Telefilm, the Canadian Media Producers Association, Bell Media, CBC, Corus Entertainment, and Quebecor, among others from the broadcast and production sectors – shines a spotlight on the achievements of Canadian storytellers across film, TV and digital media, encouraging audiences to discover and celebrate their work.

Starting in Vancouver on July 25 and concluding in Toronto in September, Stroumboulopoulos will journey across Canada, accompanied by a film crew, making stops along the way in Edmonton, Calgary, Montreal, Saint John, Moncton, P.E.I., and Nunavut.

MADE | NOUS said in an announcement that the nationwide campaign will bring together “everyday Canadians and national icons to reflect on the stories that have defined their identities, strengthened their communities and deepened their sense of belonging, both at home and abroad.”

Stroumboulopoulos said he’s excited to be part of the ambitious undertaking.

“I have been lucky to meet so many of you Canadians over the years, and you’ve shared stories about how a Canadian television show or movie deeply affected you—whether it inspired you to live more authentically, to better understand your roots and this country’s history, or maybe even to pursue a career path. These are the kinds of stories that we’re searching for, the Canadian stories that MADE you,” he said.

“From Jesus of Montreal and FUBAR to The Tragically Hip documentaries, Schitt’s Creek, Degrassi, or Heartland, every Canadian has that one film or series that left a mark. This road trip is about honouring those defining screen moments while exploring the themes that have long preoccupied us and the questions that still remain,” added Valerie Creighton, President and CEO, Canada Media Fund. “At a time when Canadians are more eager than ever to connect with our identity, this campaign has the power to ignite a national conversation, and we’re beyond thrilled to have George Stroumboulopoulos leading the charge on the ground.”

Québécois comedian Rosalie Vaillancourt will kick off her own tour for MADE | NOUS in her home province in August, before heading to the Maritimes to connect with French-Canadians and spotlight French-language stories reflecting and shaping francophone culture in Canada.

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