Inspired by the grassroots voices of Canadians from coast-to-coast urging each other to “Buy Canadian,” The Pro Bono Group has produced a new PSA for Canadian radio stations in support of Canadian workers and businesses.

The non-profit production house, helmed by commercial production and advertising veterans Mike Occomore and Larry MacInnis, sprang into action to produce the spot over the weekend as the threat of U.S. tariffs on Canadian goods loomed. While there’s now a 30-day reprieve on the levy for the timebeing, Pro Bono Group says the message will still resonate with listeners.

Occomore says “Stand” – as the spot is dubbed – is non-political, urging consumers to “shop as if your country depends on it.”

“It is a Pro Canada message, directed at every Canadian, young or old, regardless of their political beliefs,” Occomore told Broadcast Dialogue.

Available free to Canadian radio stations, a new spot under the “Pro Canada Project” campaign will be produced in the coming weeks.