Justin Trudeau says new production company aims to change minds

Advertisement 1 This advertisement has not loaded yet, but your article continues below. Breadcrumb Trail Links HomeNewsCanadaCanadian Politics Justin Trudeau says new production company aims to change minds Former PM says 'storytelling' can get past ideology: 'Changing someone’s mind is actually trying to get them to change their very identity.' Author of the article: By Chris Knight Published Sep 12, 2026 Last updated 1 hour ago 4 minute read Join the conversation Justin Trudeau and Katie Telford launch new entertainment enterprise Hope & Hard Work during TIFF on September 11, 2026 in Toronto, Ontario. PHOTO BY ROBERT OKINE /Getty Images Article content Justin Trudeau and longtime aide Katie Telford say they are “self-financing” their new production company, which aims to change people’s minds via “storytelling.” Article content The two announced their new multimedia entertainment company, Hope & Hard Work, at the Lightbox’s rooftop event space during the Toronto International Film Festival on Friday. They drew a crowd of media and entertainment press and personalities. Article content Article content Article content The former prime minister suggested that stories like the ones he and his former chief of staff will tell can get past ideological defences. Article content EXCLUSIVE NEWSLETTER Political Hack Political Hack gets at what’s really going on behind the scenes on Parliament Hill. Wednesdays and Fridays. Subscribe Now See all of our newsletters Article content “It’s not just that you believe the Earth is flat,” he said. “You are a flat-Earther. So changing someone’s mind is actually trying to get them to change their very identity. And people are, rightly, resistant to that need to rethink who they are.” Article content He continued: “But storytelling can sneak through, get in behind people’s defences, and get them to actually feel connected to someone completely from them. And that’s what we need now more than ever. Article content “And unfortunately our algorithms and our technology are getting very, very good at ginning up outrage and division and separation instead of looking at ways of actually building human connections and experiences.” Article content Justin Trudeau and Katie Telford speak during launch of new entertainment enterprise Hope & Hard Work during TIFF on September 11, 2026. PHOTO BY ROBERT OKINE /Getty Images Article content Hope & Hard Work takes its name from a campaign slogan used by Trudeau and the…