Campaign Theme and Message

In opposing municipal mergers and Law 170, it is crucial to develop a clear strategic theme to focus communications efforts on. This broad theme should then be supported by several messages that target arguments to relevant constituencies. The main theme will revolve around this one phrase:

"The arbitrary and forced PQ municipal mergers are unfair, undemocratic, unnecessary, and harmful to ALL Quebecers."
[Les fusions forcées Piquest sont injustes, non-democratique, inutiles, et nocives à tout les québecois.]

This theme covers the major tenets of the anti-merger argument: that all citizens (especially Francophones) will be unfairly excluded from participation in local government; that the entire reform effort is unnecessary because the current model is a good one; and that the law creates a flawed, expensive new system which has proved a failure in places like Ontario. By including the words "PQ" the political party is identified as the force behind the legislation. The theme is broad and simple to understand, and it contains elements of the core argument that will resonate with target constituencies.

Strategic Message Statement (Rhetoric):

This section serves to identify the strategic message in a campaign to derail the PQ’s municipal merger legislation.

"The arbitrary and forced PQ municipal mergers are unfair, undemocratic, unnecessary, and harmful to all Quebecers. This draconian legislation which destroys local communities is wrong. The "Mike Harris Ontario" style of politics do not work in Quebec. Their methods work poorly even in Ontario. Bouchard rushed this legislation through before he quit. Those who picked up after him did not think the issue through. They were only thinking of their big union boss supporters, who stand to benefit in Montreal. The act is bad, it is unfair, it prevents citizens from having a local voice in local government. This act must be kicked out, even if it means a change of government to make that possible."