CIC turns to corporate Canada to help promote citizenship
2015/02/19 2 Comments
Expanded considerably since my time when there was concern about having Tim Hortons provide free coffee and Timbits at citizenship ceremonies. A fine line between sponsorship, to strengthen citizenship ceremonies (which these appear to do) and diminishing the civic role and symbolism:
It’s all part of an ongoing effort by CIC to partner with corporate Canada to promote Canadian citizenship. In 2012, CIC’s communications branch began to look at private-sector partnerships as a way of promoting “two-way integration” between newcomers and the Canadian public, while also reducing the costs associated with hosting citizenship ceremonies and promoting Canadian values.
That same year, the department received an unsolicited “promotional opportunity” from retailer Canadian Tire to “leverage CIC messaging around Citizenship Week 2012 and throughout the NHL hockey season,” according to a briefing note from then-deputy minister Neil Yeates to Jason Kenney, and obtained by Embassy through an access-to-information request.
“Canadian Tire is willing to make some of its marketing channels available to us,” the briefing, sent to Mr. Kenney in August 2012, states. “CIC will explore with [Canadian Tire] the promotion and distribution of relevant CIC information products using appropriate communication channels.”
Later that year, Canadian Tire sponsored an enhanced citizenship ceremony for 50 new Canadians at the Hockey Hall of Fame in Toronto.
“In August, you approved moving forward with Canadian Tire on this pilot project,” a subsequent memo from Mr. Yeates to Mr. Kenney states. “CIC will be fully responsible for all aspects of the citizenship ceremony at the [Hockey Hall of Fame]. Canadian Tire will be formally thanked for its sponsorship of the ceremony, and will host the post-ceremony reception. Canadian Tire signage could be displayed in the reception area.”
The undated memo, sent to Mr. Kenney in the weeks before Citizenship Week celebrations in October 2012, also highlights an agreement by Canadian Tire to help the department distribute government-produced promotional materials at its stores across the country.
“The collateral material will encourage patrons to visit the Discover Canada guide on CIC’s website. Collateral material will include both CIC and Canadian Tire logos and will be centred on the concept of hockey as part of Canadians’ shared heritage,” Mr. Yeates told Mr. Kenney at the time. “The collateral material will link to a landing page that CIC will create on its website, highlighting the Discover Canada guide, hockey and a link to Canadian Tire Hockey School website.”
… NDP MP Lysane Blanchette-Lamothe, her party’s critic for citizenship and immigration, called the corporate sponsoring of citizenship ceremonies “unbelievable,” especially in light of the government’s decision to increase the citizenship application fee from $300 to $530 at the beginning of this year.
“Citizenship should not be used as a marketing tool or to connect individuals to private companies,” Ms. Blanchette-Lamothe said. “The Conservatives [nearly] doubled the fees needed to obtain citizenship. I think they should be able to offer proper services with no other interests than new citizens’ interests and the promotion of Canadian citizenship.”