Fostering Trust Amid Uncertainty: Lessons from an Employee Campaign
When Quebec’s Bill 96 mandated French as the primary language for businesses and government services, international and anglophone employees at Ubisoft Montréal—one of the world’s largest independent video game studios—faced uncertainty about their ability to work and access essential services. Even today, the full implications of these requirements remain unclear. In the wake of the announcement, Ubisoft Montréal partnered with boutique communications agency Bien dit to go beyond managing employees’ (legitimate) concerns and discover an opportunity to strengthen community. The “_Tire-toi une bûche_” campaign took a stealthy approach to internal communications, putting authenticity ahead of polish and employee stories at the forefront. The results surprised everyone—including Quebec’s language authority, who lauded it as a model initiative. This case study reveals practical insights for communications professionals facing sensitive organizational challenges, demonstrating how strategic creativity and genuine employee voices can transform uncertainty into connection.
Learning Objectives:
- Apply a five-point framework to systematically identify opportunities and develop strategic communication responses during organizational challenges.
- Leverage existing tools and authentic employee voices to create engaging content that builds trust during uncertain times.
- Describe specific techniques for injecting warmth and authenticity into potentially contentious organizational communications by focusing on individual stories and relationships.