Le syndicat des Cols Bleus de la Ville de Montréal
Dans le bleu de l’action
Opportunity
The Syndicat des Cols Bleus regroupés de Montréal (SCFP 301) represents more than 6,300 workers who are essential to the proper functioning of the city: snow removal, horticulture, street cleaning, infrastructure maintenance… They work every day to provide a clean, safe and pleasant environment for everyone.
Yet these professionals are too often rendered invisible, faced with prejudices and working conditions that are less advantageous than in some neighbouring cities pushing many to leave Montréal, with a direct impact on the quality of municipal services. It therefore became strategically important to highlight their contribution in order to rally public opinion and improve their working conditions.
Creation
To make the essential work of the Cols Bleus visible, the idea was to go where everything happens: on the ground, in real time. The campaign relied on authentic stories, showing the diversity of profiles, backgrounds and experiences of committed professionals.
By following their day and night shifts, it revealed the behind-the-scenes reality, the complexity of their tasks and the truth of their conditions. Action, immersion and a human-centred approach became the key drivers for challenging stereotypes and transforming their invisibility into strong, unapologetic visibility.
Impact
visibility and local resonance. Engagement on social platforms was excellent: a 5.15% engagement rate on Facebook and 4.38% on Instagram, with 280 shares. As for the mini-series, the initiative far exceeded Radio-Canada’s internal target: 82,000 listens vs. the 25,000 expected (~3× the objective). On the ground, media placements generated 1,407,994 impressions in Montréal’s “premium” neighbourhoods.
Online, digital placements accumulated over 5.0M impressions and 31,097 clicks, generating more than 37,000 sessions on the Dans le bleu de l’action landing page and on the series page on Tou.tv. Video ads and banners broadcast by Radio-Canada also outperformed their internal benchmarks (e.g., 0.49% CTR on R-C placements vs. a 0.17% reference).
