[VIDÉO] A “nunuche” and “infantilizing” ad from the government on primary education that does not pass muster

Teachers are outraged by the misleading remarks and the “infantilizing” tone of a “failed” government advertisement intended to promote their profession.

“It gives a weird impression of teaching. It reduces our work to bullshit,” says Michèle Henrichon, who teaches elementary school in Montreal.

On October 21, the Ministry of Education launched a campaign costing $1.5 million and aimed at promoting the teaching profession.

In one of the videos with a humorous tone, a host decked out in miniature plastic hands questions a primary school teacher about her favorite gifts and her “favorite” students, among other subjects.

The video is part of a series of capsules featuring interviews with real teachers, explains Bryan St-Louis of press relations for the Ministry of Education.

Broadcast on social networks and aimed at young people aged 18 to 35 in a format reminiscent of podcasts, the capsules feature the host Chloée Deblois, “appreciated by new generations”, specifies Mr. St-Louis.

On this project, Chloée Deblois was hired as an actress, and not as a content creator, specifies her agent Sylvie Savard.

Stereotypes

The video made few waves until teacher Sylvain Duclos shared it on his networks two days ago, sparking many outraged comments.

Many compare the video to the children’s show Pass-Partout or to a “bad sketch” of the Bye Bye.

“The tone is aggressive and not at all appropriate,” says Mr. Duclos, who describes the ad as “insulting.”

For Marisa Thibault, primary school teacher, advertising conveys stereotypes that are still too often associated with her profession, such as the idea that it comes down to “playing and doing DIY”.

“Plate”

In addition, several statements are misleading, note the teachers interviewed. For example, it is mentioned that teachers can now telework during educational days.

“It’s a small proportion of teaching staff” who can be worked from home, specifies Mr. Duclos.

“It looks really tacky. It looks like they are trying to sell the new collective agreement,” he said.

Remember that almost a year ago, many teachers went on strike for a month before reaching an agreement with the government.

“Failed”

More classic, a first advertisement broadcast on TV channels was rather successful, nuance Richard Bergevin, president of the Federation of Education Unions.

“But I think the government missed this one,” he adds about the hated capsule. There are too many infantilizing elements.”

For its part, the office of Minister Bernard Drainville indicates that the shortage of teachers is a “global” phenomenon and that we must “put in place all means to reverse this trend”.

“The aim of the campaign is precisely to show authentic testimonies. […] We will take stock of the campaign when it is over,” writes press officer Antoine de la Durantaye.

More details to come.