Assignment 4: Communication Plan

Little Burgundy residents want to create awareness of the development which will result in demolitions that have lead to mass relocations of mainly Black people. They want the general public to be aware of the historical and cultural significance of Little Burgundy. The main goal is to form a coalition to advocate against demolitions and further development plans. Thus, the residents want to make Little Burgundy a heritage site. The residents want Little Burgundy to be recognized in it`s ties to Black Culture. They also want to preserve the remnants of their cultural heritage.

The main goal is for the local community be aware of the advocacy efforts against demolitions and displacement in Little Burgundy to preserve its` culture. Former residents should also be aware of this initiative so that they can speak up to the media about the harmful impact demolition and displacement have had on them. The press is also essential as it gives our initiative a more expansive audience. Thus, the residents can get more people to join the cause. The media can help reach out to organizations such as activists. Activists can help us plan demonstrations and protests to help pressure the Municipality to make Little Burgundy a heritage site. Advocacy agencies may see our cause in the media and can advise the residents on legal processes. Historians need to know that the demolition has continued since 1968 and that displacement has had long-lasting impacts on the community and culture. They highlight the historical relevance of the neighbourhood, which helps to get support for making it a heritage site. The city council also needs to be informed about the grievances of the residents and how the demolition has impacted their lives negatively. The initiative will reach the target audience through blogs, social media and media reports.

Blog 1: “How Urban Renewal Failed in Little Burgundy? The impacts of this policy today on the community.”

Summary: Urban renewal refers to a set of plans and activities to upgrade neighbourhoods and suburbs that are in a state of distress or decay. In 1966, the City of Montreal launched a large urban renewal project in Little Burgundy by demolishing countless residential and commercial buildings and replacing them with public housing. The program failed to attract the amount of investment it needed to be successful.Between 1961 and 1971, the proportion of welfare recipients grew dramatically from 10% to 40%. The population dropped due to the demolition, resulting in 70% of the Black community being displaced. The program faced criticism, with some people calling it part of systemic racism as it mainly impacted Black businesses and the middle class. Due to population displacement, businesses with fewer customers were left, and they relocated. This resulted in Little Burgundy becoming an area of concentrated poverty and was publicly associated with drug use, crime, and youth gangs.

Blog 2: “Little Burgundy is threatened once again with demolitions. How can we do to stop them?”

Summary: Little Burgundy has been faced with new development plans. The plans mean demolition and result in displacement. As we have seen after the 1966 urban renewal, this has resulted in economic disruptions. Many business closed down which led to poverty which mainly affect Black people. The new development plans would mean not only further economic disruption but also further displacement of Black people. The rich historyof the Black community will further be destroyed.The residents advocate for the neighbourhood to be a heritage site to avoid the past from repeating itself.

Blog 3: “Walking through the history of Little Burgundy.”

Summary: Little Burgundy, a neighbourhood in Montreal, Canada, is rich in history and culture with strong ties to the Black community. The neighbourhood hosts the Union United Church was founded in 1907  by Black railway porters and their wives. It is the oldest Black congregation in Quebec. Rockhead’s Paradise was an iconic black-owned bar and Jazz Club in Little Burgundy Montreal from the 1930s to 70s.  Rockhead’s one of the earliest black-owned bars in Montreal, but it is also known to be the earliest venue for what we know today as Drag performances. It was b very successful at the time. The Lachine Canal was designated a National Historic Site of Canada in 1929. in the 19th and 20th centuries, it was the head of a canal network linking the continent’s heart to the Atlantic Ocean through the Great Lakes and St. Lawrence route. It allowed for easy transportation of goods to markets, leading to the industrial and commercial development of Montréal. The canal was also a source of hydraulic power. The industrial corridor of the Lachine Canal is witness to different stages of the country’s industrialization and the manufacturing production on its banks as it was cost-effective to create a business on a transport route. For that reason, it was one of the principal manufacturing centres .

Blog 4: “Jazz as the heart and soul of Little Burgundy.

Summary: Musicians were abundant in Little Burgundy, usually creating Jazz. Most of the musicians would usually be people who had regular jobs and would play music after work. Jazz music was predominantly created and consumed by the Black community. However the music and late hours also attracted white audiences looking for livelier parties, as well as white musicians looking to put their talent to the test. It wasn’t long before Saint Antoine clubs such as Café St-Michel and Rockhead’s Paradise became legendary for their showmanship.

Blog 5: A trip to the past with a 1966 resident of Little Burgundy

Summary: The resident will talk about their experiences of the initial urban renewal. How did the community react to development plans intially before the demolition? When did people start to notice the negative impact of the demolitions? What did they try to do to save their communities? How were they affected individually?

March 31

Upload Blog 1:“How Urban Renewal Failed in Little Burgundy? The impacts of this policy today on the community.” Publish on website/blogThis is to give the audience the historical context of the development issues.

April 4

Release press release and start campaign for heritage protection. Distribute to media outlets, community newsletters, and city officials. Cross-promote on social media and email.

April 7

Community meeting with the residents.

April 8

Upload blog 2: “Little Burgundy is threatened once again with demolitions. How can we do to stop them?”

April 12

Upload Blog 3:“Walking through the history of Little Burgundy.”

April 16

Upload Blog 4: “Jazz as the heart and soul of Little Burgundy.

April 20

Upload Blog 5: A trip to the past with a 1966 resident of Little Burgundy

The first blog post will give the context of our initiative. When the press release is posted, the people will already understand the initiative and why it is essential. At the first meeting, all the suggestions were included in the blog to accommodate those who could not attend. The blogs highlight decisions that, when made now, will impact our future. The blogs centre the community and thus showcase genuine care of the community, therefore building trust. The blog creates an image of an initiative that cares about the history and culture of Little Burgundy. On our website, there will be a survey which people answer after reading a blog, asking if they are satisfied with the content, such as the length and readability of the blog. Page views are monitored to see which kind of content the audience prefers. The blogs can be edited to include more or less information as requested by the audience.


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