The British Columbia government is urging Ottawa to take stronger action to protect the province’s struggling softwood lumber sector, including launching an anti-tariff advertising campaign aimed at American audiences.

B.C. Forest Minister Ravi Parmar said Tuesday that the province’s forestry industry is facing significant pressure from U.S. duties and tariffs, which have led to mill curtailments and potential closures.

“We were in Ottawa just a few weeks ago and we raised the profile of forestry,” Parmar said. “Forestry jobs are on the line, paycheques for those forestry workers are at risk, and we’re seeing the impact of Donald Trump’s tariffs and duties on forestry right now.”

Parmar said he has asked federal ministers Dominic LeBlanc and Mélanie Joly to visit B.C. for a forestry sector summit that would bring together government and industry leaders.

“Industry has to be a part of the conversation,” Parmar said. “We need to work collectively to restore confidence in the sector and ensure it can withstand the challenges we’re facing right now.”

The province also plans to take its message directly to U.S. residents and lawmakers through an advertising campaign highlighting how the tariffs hurt both sides of the border.

“We are hearing from companies like Canfor and West Fraser that sales are down in markets like Texas and California,” Parmar said. “That’s not just because of duties and tariffs, but also because demand is dropping due to the president’s actions in his own country.”

The B.C. government’s push comes as Ottawa continues to prioritize tariff-hit sectors in Ontario, leaving B.C. calling for more federal attention to forestry — one of its most vital industries.