“I’m telling you, my apprentices aren’t the sharpest tools in the box.” “Of course it’s going to take more time, it’s a foreigner doing the job.” “She should be at home making lunch.” These words represent the actual reality experienced on Québec construction sites, often presented as “jokes.”

A new awareness-raising campaign is being launched today to bring about lasting changes in behaviour and foster a healthy work environment on construction sites. The employer and union leaders are mobilizing to attack the issues related to the work environment and take concrete action to improve things. This initiative is the result of a collective effort, coordinated by the Commission de la construction du Québec (CCQ).

The objective is simple: the construction industry needs a skilled workforce that chooses to make construction a career. The work environment is one of the reasons that people may decide to leave their jobs in construction. Everyone agrees that the industry is dealing with a record-high level of orders.

In this context, it is essential to remove all obstacles to attracting and retaining skilled workers, and everyone must unite around the idea that each individual has the right to a healthy work environment that allows him or her to flourish.

Important observations

In recent years, consultations undertaken in the industry have brought to light that certain inappropriate behaviours are still widespread on construction sites. Among the respondents to the LÉGER survey conducted in 2023, 61% say that they have been confronted with one or another of the discrimination, intimidation, or harassment situations presented in the questionnaire.

The elements of the campaign

The centrepiece of the campaign’s first year is a “vox pop” video, with the creative focus It’s Just a “Joke”, produced with the agency Upperkut. Through spontaneous reactions to things actually heard on construction sites, we realize that such words can have a real impact on people and on their desire to pursue a career in the sector. 

Conceived as a structural and evolving approach, the campaign will last three years, with a gradual approach to raising awareness and providing information, in order to foster lasting changes in behaviour on construction sites. 

Workers, companies, and industry partners can now visit the website zonerespect.org, where they will find information, tools, and content to help them better understand the issues related to the work environment so that they can become actively involved in making the industry a respectful environment for everyone.

Shared responsibilities

This campaign is the outcome of a consultation with and mobilization by employer and union leaders, who represent construction employers and employees. It also follows on the progress that has been made in recent years, providing a solid base for creating a healthier work environment throughout the industry.

A healthy work environment cannot be imposed: it is built through daily interactions, in which everyone takes full responsibility and works together transparently, proactively, and respectfully.

With this launch, the CCQ and all of the industry’s partners reaffirm their shared commitment to making construction a respectful work environment in which interpersonal relations are recognized as a skill that is just as essential as expertise. Its positive impact on attraction and retention of workers will be a key indicator of the success of this collective mobilization.

The Info-resources Discrimination, Intimidation, Harassment service is always available to victims and witnesses by calling 1 833 333-8003 or writing to [email protected].