Desjardins, a financial services company, issued a public apology after using the Canadian flag on a poster advertising the May long weekend, also known as National Patriots’ Day in Quebec. The poster included a photo of the Canadian flag draped over the shoulders of a man, which sparked backlash from clients and the political class in Quebec. Desjardins stated that the poster was created by certain branches without the approval of the company, and they took immediate action to remove it once the situation was brought to their attention.
Following the circulation of the photos online, Desjardins issued a statement expressing their regret over the use of the poster. They acknowledged that the image should never have been used and promised to take further measures to ensure a similar incident does not occur in the future. The company emphasized that the poster was not approved by the Desjardins Group and that they had instructed all branches to remove it as soon as it was brought to their attention.
The incident prompted strong reactions from individuals in Quebec, including Parti Québécois Leader Paul St-Pierre Plamondon and comedian Guy Nantel. Plamondon criticized Desjardins for allowing the sign to be displayed and urged them to address the situation seriously. Nantel, who has been a client of Desjardins for 50 years, described the ad as “hateful and shameful” and admitted to considering closing his accounts with the company. The backlash from clients and the political class put pressure on Desjardins to issue a public apology and take corrective action.
The holiday in question, National Patriots’ Day, commemorates a rebellion against the British in 1837-1838 and is celebrated in Quebec on the same day as Victoria Day. The use of the Canadian flag on the poster for this holiday was seen as inappropriate and insensitive by many, especially given the historical significance of the day in Quebec. Critics argued that the inclusion of the Canadian flag detracted from the holiday’s focus on Quebec nationalism and resistance against colonial powers.
In response to the criticism and backlash, Desjardins took steps to address the situation promptly and issued a formal apology on social media. The company acknowledged the mistake and vowed to prevent similar incidents from occurring in the future. Desjardins also committed to holding further meetings to ensure that all branches understand and adhere to the company’s marketing guidelines. The incident serves as a reminder of the importance of cultural sensitivity and awareness in advertising and marketing, particularly when dealing with historical or national symbols.
Overall, Desjardins’ use of the Canadian flag on a poster for National Patriots’ Day in Quebec sparked controversy and criticism from clients and the political class. The company swiftly apologized for the error and took corrective action to address the situation. The incident highlighted the need for businesses to be mindful of cultural sensitivities and historical contexts when creating marketing materials, especially when dealing with national symbols or holidays. Desjardins’ response to the backlash demonstrates the importance of accountability and responsiveness in addressing mistakes and missteps in marketing and advertising campaigns.
