Alberta's 'Calling' Campaign: Did It Solve Labor Shortages?
When former Alberta Premier Jason Kenney launched the province's "Alberta is Calling" campaign in August 2022, the promises were bold and highly visible. The initiative urged Canadians to move west for higher wages, more affordable housing, shorter commutes, and greater opportunity. Billboards, metro takeovers, and digital ads blanketed Toronto, Vancouver, and other major cities, painting a compelling picture of a fresh start in Alberta.
The Campaign's Scope and Phases
The campaign was a multi-phased advertising push aimed squarely at workers in other parts of Canada. It spanned radio, billboards, online display ads, and social media placements, with a focus on addressing labor shortages in key sectors.
- Phase 1 (August 15 to October 17, 2022): Targeted health, trades, and tech workers in Toronto and Vancouver.
- Phase 2 (March 13 to April 9, 2023): Expanded to skilled workers in southern Ontario and Atlantic Canada, with spillover into other regions.
- Phase 3 (May 2024 onward): Introduced a one-time, $5,000 refundable tax credit for up to 2,000 eligible skilled tradespeople who moved to Alberta. The Moving Bonus program accepts applications until March 15, 2026, or until funds are exhausted, for those who relocated between May 1 and December 31, 2024, and remain residents for at least 12 consecutive months.
Measuring Success: Migration vs. Labor Gaps
The answer to whether the campaign worked depends on how success is defined. If the goal was to attract tens of thousands of Canadians to Alberta, the campaign coincided with a dramatic surge in interprovincial migration. However, if the aim was to solve labor shortages in critical areas like health care and skilled trades, the results are less clear.
The campaign launched at a time when interprovincial migration to Alberta was modest, and the province was grappling with a troubling trend: a disproportionate number of young workers were heading elsewhere, even as employers in sectors such as health care and skilled trades reported ongoing labor shortages.
Financial Investment and Outcomes
The exact cost of the campaign is not fully transparent, but media reports indicate that $4.95 million was spent between 2022 and 2023. The third phase was expected to total another $2.5 million, and Alberta's 2024 budget allocated $10 million for the Moving Bonus program. As of February 9, the province has approved and funded 754 eligible applicants under this incentive.
Despite the financial commitment, questions linger about the campaign's effectiveness in filling key labor gaps. While the influx of new residents is notable, it remains uncertain whether this migration has adequately addressed the specific shortages in health care and skilled trades that prompted the initiative.
In summary, the "Alberta is Calling" campaign has succeeded in boosting interprovincial migration, but its impact on resolving the province's most pressing labor shortages continues to be a topic of debate among policymakers and industry experts.
