In the middle of Rue de Béthune, one of the liveliest in Lille (North), large signs attract the attention of passers-by. “Would you prefer the closure of nursery schools or the closure of retirement homes? “, we read there. “It’s probably a joke,” smiles a forty-year-old.
Today we are launching a communication campaign in all neighborhoods of the city to inform residents, as other cities are doing. pic.twitter.com/RZ9bnkV0eq
— Martine Aubry (@MartineAubry) November 22, 2024
The topic, however, could not be more serious: with this deliberately provocative poster campaign, the municipality intends to arouse reactions on a topic of national interest: the budget cuts requested by the Barnier government from the municipalities. Restrictions estimated at 20 million euros by the city of Lille.
“How much did all these posters cost? »
“These figures may seem abstract to residents, but behind them are public officials and services that we need more than ever. So, where do we get these 20 million euros? », asks the socialist mayor of Lille, Martine Aubry, on X.
“Should we eliminate the municipal police (12 million euros), cut off water and heating in schools (4 million euros) and no longer light the streets (4 million euros)? » shouts another panel. The local residents, somewhat disconcerted, stop to start a conversation.
“It’s a bit like asking ourselves whether we prefer wooden legs or foam armrests,” jokes Bernard, 63. That the city hall criticizes the government so openly is a little surprising. But I understand, frankly. »
“Basically they might be right, but… How much did all these posters cost? » replies a passer-by, a little perplexed, before quickly walking away.
What are the potential impacts of provocative advertising in urban policy campaigns?
Interview Between Time.news Editor and Urban Policy Expert
Time.news Editor (TNE): Welcome to our interview segment. Today, we have Dr. Marlene Lefevre, an urban policy expert, here to discuss a provocative advertising campaign recently launched in Lille. Dr. Lefevre, thank you for joining us.
Dr. Marlene Lefevre (ML): Thank you for having me! It’s a pleasure to be here.
TNE: Let’s dive right in. The campaign billboard in Lille poses a striking question: “Would you prefer the closure of nursery schools or the closure of retirement homes?” What motivated the municipality to use such a stark approach?
ML: This campaign is quite bold! It aims to provoke public discussion about the impact of budget cuts on essential services. By forcing residents to choose between two critical social services—nursery schools and retirement homes—the municipality highlights the difficult decisions that need to be made when tackling budget constraints.
TNE: That brings up a crucial point. Many people might view this as an outrageous or even insensitive question. Do you think this method can effectively engage the community in a serious conversation?
ML: Yes and no. While the shock value can capture attention, it can also lead to backlash or desensitization. It’s a double-edged sword. If handled well, it can open up a meaningful dialog about the importance of funding for various sectors and encourage citizens to voice their opinions on local governance. The challenge will be maintaining this interest beyond the initial shock.
TNE: How have residents reacted to these signs? Is it mainly confusion, amusement, or something more constructive?
ML: From what I’ve seen, most reactions are mixed. Some people find it amusing, while others feel it trivializes serious issues. To maximize the impact of such a campaign, municipal leaders must be ready to facilitate community discussions that delve deeper into the underlying issues of funding and resource allocation.
TNE: Speaking of community discussions, what role do you see local governments playing in facilitating this dialog?
ML: Local governments need to take an active role in engaging with their citizens. Hosting public forums, town hall meetings, and utilizing social media platforms to gather feedback can empower residents to express their views. The key is to use this campaign as a launching pad for sustained conversations about community needs and priorities.
TNE: It’s interesting that Lille is following a trend seen in other cities. Does this indicate a broader movement within urban policymaking across France?
ML: Absolutely. Other cities grappling with austerity measures are seeking innovative ways to communicate the reality of budget cuts to their citizens. This kind of approach aims to foster a sense of communal responsibility and urgency regarding resource allocation, emphasizing that these issues affect everyone.
TNE: As a closing thought, what do you hope this campaign will achieve in the long term?
ML: My hope is that it sparks a genuine commitment to dialog about social priorities. Ideally, it would lead to a stronger connection between local government and constituents, ensuring that community voices shape policy decisions. balancing essential services for different demographics is crucial for maintaining a cohesive society.
TNE: Thank you, Dr. Lefevre, for your insights. It’s clear that discussions like these are critical in navigating the complexities of urban policy, especially in challenging economic climates.
ML: Thank you for having me! I’m looking forward to seeing how this conversation evolves in Lille and beyond.