About the Campaign: The ask was to create a campaign for IDP Canada that would position the country as the top choice for studying abroad, especially with rising U.S. political tension. Research showed international students care deeply about identity and belonging. When Conservative leader Pierre Poilievre said Canada should “leave the hyphens,” we saw the opposite truth: there is no Canadian-Canadian. Canada is built by people from everywhere, and the hyphen proves it. Identity isn’t left behind in Canada, it’s something you own, forming the heart of Own Your Hyphen.