Testosterone-Heavy and Tone-Deaf: Cornwall’s “Support Local” Video Fails to Represent more than Half the Population
I hadn’t seen the video until last night.
While attending the NDP campaign launch, I overheard Jason Setnyk asking Councillor Elaine MacDonald for her thoughts on the City of Cornwall’s new “Shop Local” promo video. His tone caught my attention, so I immediately checked it out.
And I was unbelievably disappointed.
This is 2025—and in a nearly two-minute, city-backed video meant to highlight the region’s businesses, farms, and industries, women are practically invisible. The only time a woman appears alone in full frame, she’s blurry and in the background, serving a beer. That’s it. That’s her cameo.
No prominent woman. Few minorities. No newcomers.
How is this acceptable?
Cornwall is full of incredible women and minorities who own, run, and support local businesses. Chefs, artists, farmers, stylists, therapists—and yes, even a few media moguls (wink, wink)—we’re not just part of the scene, we’re driving it. So to watch a video that claims to celebrate “what makes us unique” and see only men—mostly white men at that? That’s not just a blind spot. It’s a slap in the face.
I suppose I should be grateful they at least included Akwesasne—but bare-minimum representation isn’t something to pat ourselves on the back for.
The city’s caption reads:
“When challenges arise, we stand together. Our local businesses, family farms, and industries are the backbone of our community. Now is the time to unite and celebrate what makes us unique.”
But who exactly is “we” in this video?
While I commend the effort—the video is beautifully shot and the message is important—it still misses the mark. Representation matters. Visibility matters. When you spend public dollars on a message that claims to reflect our community, you have a responsibility to show all of us. Not just the safe, familiar few.
Watch the video here: https://www.youtube.com/watch?v=1htlqH_M4LI
Let’s do better. Let’s demand better. Because a community that claims to stand together shouldn’t leave half its people out of the picture.
6:00pm update: Cornwall Mayor posted the following statement
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The Real Person Badge!
Excellent analysis, Ms Lucio. We have so many accomplished women in our communities, not to mention all those from other countries who have chosen to make their home in Cornwall. All these people have been ignored. All their contributions, ignored.
Those in power at the City of Cornwall have shown their true colours.