Franklin the Turtle, the U.S. Secretary of Defense, and the fight to protect Canadian cultural identity

People took to social media, en mass, decrying the distortion of a Canadian cultural icon — one that stripped the beloved turtle of the values he was created to represent.

Kids Can Press, which publishes the Franklin series, issued a sharp rebuke, calling the use unauthorized and contrary to Franklin’s core values of kindness, empathy and inclusivity.

Social media users were horrified that poor Franklin, who, by the way, is depicted in his stories as a young child, had been pulled into a political statement about war, violence and military power, none of which align with the intent of the original work.

In today's current political and economic environment, Hegseth's audacious use of Franklin illustrated a key point about the value of what we produce up here in Canada. Our creative output is valuable and it is and increasingly vulnerable in a digital world where content can be repurposed, distorted or turned into political fodder within minutes.

When we hear Elbows Up, it's meant to serve as a reminder that supporting Canadian culture, especially now, is critical. And yes, that little turtle is a part of our culture. Protecting our identity, voice and intellectual property — including Canadian literary icons, such as Franklin the Turtle — from misappropriation is part of keeping our cultural values. And part of the ongoing battle with louder, larger global entities.

Why Franklin’s misuse hit a nerve

Franklin the Turtle is a beloved children's book character and he is also one of our most successful cultural exports. Written by Paulette Bourgeois and illustrated by Brenda Clark — both appointed to the Order of Canada — the books have sold more than 20 million copies worldwide, inspired a television series and introduced Canadian storytelling to millions of families.

Seeing young Franklin repurposed as a soldier reveals how easily Canadian cultural creations can be taken out of context, and how little control smaller Canadian publishers or authors may have when their work is swept into global political debates.

The stakes for Canada’s creative industries

Canada’s cultural sector — books, film, media, television, journalism, music and digital content — competes constantly with the overwhelming reach of U.S.-based companies. When a Canadian creation becomes globally known, it represents years of local investment, talent and cultural development.

When it’s misused, Canadians notice. And they should. A strong cultural ecosystem helps:

• preserve Canadian stories and identity
• support Canadian jobs and creative industries
• ensure future generations have access to homegrown voices
• protect intellectual property that can be vulnerable on global platforms

Franklin being used to illustrate a narrative that is the literal antithesis of the soul of the character is a sombre reminder to Canadians that cultural sovereignty is something that needs ongoing attention and support.

Simple ways to champion Canadian culture

Celebrating Canadian culture doesn't mean sipping a Timmy's and eating poutine while enjoying a hockey game. We are far more nuanced and have far more that we offer than the common associations we always hear. Here’s how you can show your pride and support, in ways big and small:

1. Buy Canadian books and media

Choosing Canadian authors and Canadian news outlets keeps money circulating in Canadian publishing and journalism, which both struggle against large foreign platforms.

Practical step: Make at least one in every three book or media purchases Canadian.

2. Support independent Canadian retailers

Shopping local — whether for books, toys, clothing or home goods — keeps revenue in Canadian communities and supports small businesses that often champion Canadian-made products.

Practical step: Shift even 10% to 15% of your annual discretionary spending toward local or Canadian-owned shops.

3. Choose Canadian financial products and institutions

Canadian banks, credit unions and fintech firms employ Canadians and invest in local communities. Where you bank is a personal-finance decision that also has an economic impact.

Practical step: Review your banking or investing relationships and consider whether a Canadian institution meets your needs.

4. Prioritize Canadian-made goods when possible

Canadian manufacturing is small but important. Buying Canadian-made clothing, furniture or food supports domestic producers and reduces dependence on low-cost foreign imports.

Practical step: For big-ticket or long-lasting purchases, compare Canadian-made options first.

5. Support Canadian streaming and entertainment

Watching Canadian shows and movies and listening to Canadian music helps strengthen Canada’s cultural funding ecosystem and improves the viability of Canadian creators on global platforms.

Good options include:

• CBC Gem (Free with ads; Premium tier available): CBC’s streaming platform is one of the most accessible ways to watch Canadian television.
• Tou.tv (Radio-Canada): The francophone equivalent of CBC Gem.
• TSN+ / Sportsnet+: While not “traditional” streaming services, they are Canadian-owned and stream Canadian sports, leagues and original sports content.
• Crave (Bell Media): A major Canadian streaming service featuring both HBO/Showtime content and a strong Canadian library.
• Paramount+ Canada: While not a fully Canadian-owned service, Paramount+ carries a substantial amount of Canadian content due to partnerships and licensing.
• Hollywood Suite (Canadian-owned): Offers film-focused streaming with a large Canadian movie catalogue.
• Aptn Lumi (APTN's streaming service): Canada’s Indigenous-owned streaming platform.
• OUTtvGo (LGBTQ+ Canadian streaming platform): Canadian-owned and home to LGBTQ+ storytelling.
• Knowledge Network (British Columbia’s public broadcaster): A free platform with a significant library of Canadian documentaries and educational content.
• NFB.ca (National Film Board of Canada – free): A cornerstone of Canadian filmmaking and animation, available free to stream.
• TVO Today / TVO Kids (Ontario): Free streaming with a focus on education and public interest documentaries.
• Club illico (Québec-based, Vidéotron): A major francophone streaming platform with a robust Québécois library.

Practical step: Add Canadian titles to your streaming rotation — many platforms now highlight “Canadian content.”

6. Respect and protect Canadian intellectual property

Sharing unauthorized images, artwork or pirated content hurts Canadian creators. Franklin’s misuse highlights how easy it is for intellectual property (IP) to be distorted or undervalued.

**Practical step: Share content from the original creators when possible, and avoid reposting copyrighted work without attribution.

7. Spend where it strengthens Canada’s cultural sector

Museums, galleries, live theatre and festivals depend heavily on Canadian audiences.

Practical step: Consider allocating a small annual budget — even $50 to $100 — for Canadian arts and cultural experiences.

8. Teach kids about Canadian creators

Children often consume U.S. content automatically. Introducing them to Canadian stories helps reinforce long-term cultural identity.