Advocates want Ottawa to take urgent steps to stop housing from becoming unwinnable for Canadians
With housing affordability at a tipping point, a coalition of leading Canadian housing organizations has launched a nationwide campaign calling on political leaders to take immediate and coordinated action to fix what it calls an “unfair” housing system.
The campaign, titled “End the Housing Game,” was launched by the Housing Canada Coalition, a partnership between the Canadian Alliance to End Homelessness (CAEH), the Canadian Real Estate Association (CREA), Habitat for Humanity Canada, and the Canadian Housing & Renewal Association (CHRA).
“We’ve come together as a coalition with a plan to protect Canadians and build a resilient housing system,” said Tim Richter, CAEH president and Housing Canada Coalition Campaign chair. “At the heart of our plan is a simple message: A safe, secure and prosperous Canada begins at home.”
The campaign aims to elevate housing and homelessness as top issues in the upcoming federal election, arguing that the country’s housing market has become an unwinnable game for too many Canadians. Its messaging highlights how rising rents, unaffordable mortgages, and a short supply of homes have tilted the system against average people.
“It’s an ad that captures the anxiety Canadians are experiencing, as well as the need for hope,” said Andrew Burns, the campaign’s manager. “We want to show that we can end this game if we work together and mobilize all of us to end the housing crisis.”
The centrepiece of the campaign is a video ad featuring a group of diverse Canadians caught in a game they simply can’t win, unless they act collectively. The campaign also calls on Canadians to engage directly with federal candidates and push them to prioritize housing during the election and throughout the next government's mandate.
“Our aim with this campaign is to make sure candidates from all parties are hearing from Canadians – loud and clear – that it’s time to end the housing game, and we can if we work together,” said Richter.
Last month, the Housing Canada Coalition released a 10-point plan that outlines strategies to build a resilient housing system and ensure every Canadian has a place to call home. The coalition believes this effort is urgent, especially in light of new economic challenges.
In a September 2024 Abacus Data poll, 57% of Canadians said they worry about how they would pay for housing if their financial situation changed. Meanwhile, 59% said they might have to sacrifice basic needs—like food, clothing, and education—just to afford mortgage or rent payments, according to a 2024 Habitat for Humanity Canada survey.
Perhaps more alarming: 12% of Canadians, approximately 4.8 million people, say they have experienced homelessness at some point in their lives, and nearly 30% know someone who has.
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The Housing Canada Coalition warns that the economic impact of Trump-era tariffs, described by RBC Thought Leadership as Canada’s “most significant trade shock since the 1930s,” could further inflame housing instability, especially if job losses increase.
According to Abacus Data, nine in 10 Canadians are concerned about the state of housing. 74% believe communities are fracturing due to the lack of appropriate housing options for low- and middle-income households. Another 45% believe governments should work with both private and non-profit sectors to solve the crisis.
Despite the widespread concern, more than 60% of Canadians say that no level of government is doing enough to address the problem.
The coalition hopes that public engagement through “End the Housing Game” will shift that perception and spark political accountability.
“This is not just about policy,” said Burns. “It’s about making sure people feel heard and empowered—and ensuring no Canadian gets left behind because of a broken housing system.”
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