The anti-corruption with a touch of humor

Frederique Giguere

Friday, 28 July 2017 22:08

UPDATE
Friday, 28 July 2017 22:08

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To encourage the citizens to report the collusion and corruption, Saint-Jérôme has opted for humour in its new advertising campaign.

“A city whose emblem is the lion cannot be a cat declawed “, can we read on one of the 11 posters created by the Office of professional integrity and administrative (BIPA) of Saint-Jérôme.

Its inspector-general, Jacques Duchesneau, sees it as a way to “soften” the image projected by his team, in office for only a few months.

“When we arrived here, we saw as big bad guys, he said. One is human, one has a sense of humor and we need the help of citizens. It does not attract people with vinegar. “

Recall without cause

The advertising aims to raise awareness of the new line of reporting for anti-corruption launched in June.

The creator of this campaign is in reality an analyst in the information of the BIPA, which has already worked in the advertising area. Describing it as a “virtuoso of words,” Mr. Duchesneau he was assigned to the project.

“We have learned that it is best to recall without cause, to make people smile instead of scaring them away, said the woman company because of his job. Each index, each track, each report has its own importance. “

The mayor Stéphane Maher has not had its say in the development of this campaign since his firm is independent of the BIPA. He is pleased however with the result. “I find it extraordinary, he said. It is an approach that is much more open to the citizens. “

The mandate of the BIPA and the new line of signaling system is a step forward in order to turn the page on a chapter inglorious in the history of Saint-Jérôme.

Recall that last February, The Newspaper had revealed that a system of collusion “well established” had allowed the same four consulting engineering firms for a share of the contracts awarded by the City for nearly 10 years.

Target achieved

For the specialist in advertising Benoît Duguay, the signs are not all successful, but the one where we see a cat disguised as a lion is, according to him, excellent.

“Humor is a good way to get a message when it is successful ; even when it comes to a subject as serious and important as corruption, he said. The cat may run and go touch the target. “

► Every citizen, employee, contractor or subcontractor who wishes to denounce an act of corruption or collusion may do so by dialing 450 431-0031 or 1 (888) 332-0031.