On Canada Project Media serves as a vibrant, thought-provoking hub where complex issues are transformed into accessible, relatable content. We embrace the complexity of the topics at hand while ensuring our content remains inviting, clear, and actionable for all Canadians.
We craft our evidence-informed perspectives with head and heart, unpacking topics with diligence and creativity while consistently maintaining an authentic and inclusive tone. Our media isn't just intersectionally informative—it's an invitation to be a part of the bigger conversation, to understand the world around us better, and to take action in ways that truly matter.
In short, On Canada Project Media is where complexity is unravelled with grace and kindness, challenging topics are approached with curiosity and compassion, and Canadians from our coast-to-coast audience find themselves part of a vital, inclusive conversation, poised to learn, reflect, and take informed action.
We Are On Canada Project
How We Started,
Where We Are,
& What Comes Next
Origin Story:
We are On Canada Project Media (part of Group Project Initiatives), a pioneering initiative born launched on June 1, 2020, amidst the turbulence of a global pandemic. We rose to the challenge of simplifying complex public health communications, making vital information accessible, inviting, and actionable for Canadians from all walks of life. However, our journey has transcended its initial focus, evolving to address a broader spectrum of societal issues with a unique and compelling voice that remains grounded in an intersectional and anti-oppression lens.
No Money, Mo’ Problems:
In the critical period of finishing her Masters during the COVID-19 outbreak, Samanta Krishnapillai returned to her parents’ home, aiding her in dedicating her time and being able to work full time, unpaid, to On Canada Project, which included managing over 300 volunteers for two years. Financial stability started trickling in by early 2022, thanks to finding a partner in change to co-manage the consulting arm, Gina Uppal.
Almost all funds for our media division come from the slim profits of client projects by Good Trouble Studios, a part of OCP INC. This financial model challenges the sustainability and growth of OCP Media, an essential voice for positive change amid rising hate and misinformation. Immediate action and expansion are crucial.
Feedback suggests we need to “wait our turn,” tone down our political stance, and connect with decision-makers at funding organizations. We’ve been advised to work for free or at reduced costs, practices we’ve already engaged in.
Unique Value Add:
We are unique in our approach, rooted in bridging information gaps, employing an intersectional lens, and adopting a conversational tone that transforms complex issues into relatable narratives. We break down barriers, equipping everyday people with the knowledge they need to counteract disinformation, hate, and fake news.
Despite tackling an array of issues facing Canadians (including those from our ancestral homes), we manage to unpack these complexities in 8-9 Instagram images, avoiding oversimplification. We don’t just speak; we listen, learn, and adapt. We’re not here to replicate existing models; we’re here to address what’s been left behind, ensuring no Canadian is left out of the conversation.
With millions of impressions monthly, our digital presence is robust, and our content continues to demystify pressing issues. We are the only organization of our kind on social media in Canada, and yet, the need for support has never been greater.
What Comes Next:
Our next phase at On Canada Project involves deepening our impact and expanding our reach. We plan to foster more inclusive and engaging dialogues on critical issues, providing a platform that not only informs but also empowers our readers to take action. By collaborating with community partners, we aim to develop educational resources and community-building spaces, contributing to a holistic learning environment. This effort extends to providing support and visibility to smaller organizations working towards similar goals.
Simultaneously, we recognize the importance of balancing advocacy with joy, and we are committed to integrating arts and culture into our initiatives. This approach aims to create spaces of rejuvenation and celebration, ensuring that our community remains resilient and engaged, ready to contribute to meaningful change.
inspiration, Retweets & Catalysts 
