Across news outlets and social media, pictures and posts were shared of an Alberta ad campaign that was plastered all over a Toronto subway station. At the busiest station in Canada, Toronto’s Bloor-Yonge station, entire walls, stairs, doors, pillars – any surface you can imagine – were screaming the message “AlbertaIsCalling.ca:” TTC riders that we spoke to found it rather amusing that a province is begging Torontonians to pack up and move to the other side of the country. But it may just be a very smart idea, executed at the very right time. At the very least it has people talking and thinking about the possibilities.The point of this rather unusual sounding ad campaign is to encourage people from Toronto, be it young people, students, or other skilled workers, to help build up Alberta. The Albertan government spent $2.6 million decorating spaces with AlbertaIsCalling, and according to The Tyee, Alberta Premier Jason Kenney believes it is worth every penny.&nbsp;The AlbertaIsCalling campaign features many interesting and amusing phrases, with “Alberta is Calling” being only one of them. One sign says “An engineer, accountant, and plumber walk into a province. They all get jobs.” Another, “What did the Albertan say to the Torontonian? You’re hired.” A poster said “Find things you’d never expect. Like an affordable house.”So why is Alberta calling? And should you answer the phone? For some background, Premier Kenney used the term “the laptop class” to refer to people with remote or office jobs. This was in response to an article by the Globe and Mail saying that provincial governments should stop subsidizing drivers to help with fuel costs, with Kenney responding by tweeting that the “laptop class” doesn’t care about issues of those who drive to work. But attitudes are changing. We now see that one of the groups Kenney is trying to recruit is that very “laptop class.” CBC reports that Alberta has experienced large amounts of younger people leaving the province each year, and that is a trend that the Alberta government is committed to reversing.&nbsp;Many Ontarians may not be immediately comfortable with the thought of packing up and moving to Alberta. The prospect of cold winters may make them shudder, but also there is a concern as to whether they would fit in. However, just as Alberta’s attitudes are changing, so are those of Ontario residents. For years Toronto has been unshakably committed to the Liberal and NDP parties. Alberta has been a Conservative strong hold (at least federally). However, young people, disillusioned by what they see as their future disappearing right before them, are starting to question their past blind commitment and have been making the move to support change. They could find that they fit in just fine.It is important to consider the value proposition that Alberta thinks would make it worth it for Torontonians to move. A major portion of their reasoning sits in the affordability of housing. The prospect of younger people owning a house are dramatically more probably in Alberta than Ontario, considering the average house price in Edmonton is $383,000 and Calgary is $484,000, compared to the average Toronto house price of $1.09 million. For young people who don’t want owning a place to live to be the challenge of a lifetime, perhaps Alberta is looking attractive. In addition, NewsWire reports that Alberta has the highest earnings compared to all provinces, with a family income median of $10,000 more than that in British Columbia. While Ontario does have a number of great parks and natural areas, there is no argument that can take away from the amazing natural beauty of Alberta. Combine this with Toronto’s struggle to provide infrastructure and basic services for its exploding population and the call of “wide open spaces” starts to sound pretty good. The final selling point for Alberta is the lower taxes. (I think I’m sold now.) NewsWire points out, and is confirmed by InvestAlberta, that Alberta does not have a provincial sales tax, health premiums or a payroll tax. Alberta also has the highest basic personal and spousal amounts of all provinces, so you can earn more before you begin to pay income tax. Corporate taxes are low as well.CBC says that a swarm of TikTok users are moving from Ontario and British Columbia, encouraging others to follow. For example, CBC highlights Umar and Atefah Khan who moved to Calgary from Toronto for the promise of affordable housing and to experience nature. CBC also quotes TikToker Mel Chow who says she was inspired to move for her future children, believing that giving them the life her parents gave her was no longer achievable in Ontario.&nbsp;<figure class="table" style="height:50px;width:100%;"><table style="border-color:hsl(0, 0%, 100%);border-style:solid;"><tbody><tr><td style="border-color:hsl(0, 0%, 100%);border-style:solid;height:100px;width:50%;"><figure class="image"><img src="https://files.rifo.co/CompanySite/39/39_图片 11.jpg"></figure></td><td style="border-color:hsl(0, 0%, 100%);border-style:solid;">&nbsp;Our media consultant/reporter Annika decided to ask her Southern Ontario based Instagram followers whether or not they would consider moving to Alberta. She hypothesized that majority of respondents would say no, but still a large chunk who would consider it.</td></tr></tbody></table></figure>It turns out her hypothesis was correct in that 59% said NO, but 41% answered YES. Considering demographic information, such as age and education, the responses were split. However, white people were more likely to say yes, while people of colour were more likely to say no.Many young people still have an unfair image of what Alberta is like and that may keep them in Ontario. (Rural, Conservative, and lacking in diversity.) For others, the promise of owning a house is enough to make them take a chance. Remember, fortune favours the bold. Perhaps we can ignite a new version of the rallying cry first heard in America in the mid-1800’s. Go West, young man, (and woman), and remember to take your laptop.

Ontario to Alberta: Should Ontarians Make the Move?

RIFO investigates the merits of Alberta is calling media campaign and the potential benefits of the move from Ontario to Alberta in 2022

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