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What he says about his company is what he says about society.

Rush frontman Geddy Lee has made a full-throated endorsement of candidate Brad Bradford for Toronto mayor. The singer, bassist and longtime Torontonian took to Instagram Monday to post a statement — alongside a photo of Bradford and himself enjoying the weather in a backyard — backing his bid for mayor. Lee says though he doesn’t like to speak out about politics, he’s compelled to say Toronto needs change at City Hall.

“I was born in Toronto and have built a life with my family here. It was always a place I’ve been proud to call home. But it’s changing, and not for the better,” Lee posted. “I’m not one to make public statements about politicians, but I truly fear for the future of Toronto with its current leadership, and believe that Brad has energy, fresh ideas and really cares about ALL of this city’s communities. ”

‘Principle, not popularity’

Reaction on social media was widespread and immediate.

“The BEST endorsement EVER!!!” posted one Instagram user.

Posted another: “ Ged isn’t political and can afford to live anywhere in the world. He chooses to stay in Toronto. For him to speak up about this he knows will divide many. He cares more about principle than popularity.”

Voters calling for change

Bradford is increasingly seen by voters as the candidate of change with his focus on affordability and cost of living, the two top issues this election. A recent poll has the challenger closing in on incumbent Olivia Chow, who was under fire during a recent mayoral debate for her record on raising taxes and lack of affordable housing.

Bradford has pledged to address those top-of-mind issues, promising a freeze on property taxes for the first year as mayor, if elected. He also vows to cut water bills by 25% by making Toronto Water a public utility and banning private investment so it’s fully owned by the public, adding two thirds of a Torontonian’s water bill goes to future infrastructure projects and pipe maintenance. Bradford also plans to hire another 1,000 police officers to address rising crime rates.

Election Day is on Oct. 26. from 10 a.m. to 8 p.m. Advance voting starts on Oct. 6 and goes to Oct. 11 from 10 a.m. to 7 p.m.

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