‘Clear lack of judgment’: SAAQ cancels launch of karaoke-themed impaired driving campaign

Deputy Premier and Minister of Transport and Sustainable Mobility Genevieve Guilbault, speaks about new road safety measures at a press conference in Montreal, Tuesday, Aug. 22, 2023. (Christinne Muschi/The Canadian Press)

Quebec’s auto insurance board is putting the brakes on launching a new campaign that was supposed to use karaoke to bring awareness to impaired driving.

A press conference had been scheduled for Friday morning in Quebec City to launch the “Are you karaOK to drive?” campaign, but the Société de l’assurance automobile du Québec (SAAQ) said Thursday it was cancelled after Transport Minister Geneviève Guilbault said the idea, and the timing of it, “reflect a clear lack of judgment.”

An advisory issued to the media describing the campaign said, “This fun activity takes the form of karaoke featuring well-known Quebec songs, whose lyrics have been reworked to convey messages of prevention and awareness about responsible driving, particularly in a festive context.”

Transport Minister Geneviève Guilbault made clear in a pointed social media that she was not a fan of the project and asked for a review of the campaign.

“This is yet another example of the need for a change in leadership at @SAAQ, which I did yesterday,” she wrote on X, in reference to the provincial government firing the head of the auto insurance board, Éric Ducharme, on Wednesday.

The SAAQ issued a statement on Thursday afternoon, saying “We would like to clarify that our primary goal was to highlight a promising field activity focused on road safety, particularly during the summer months when road accidents are unfortunately more frequent. This initiative was put forward in a spirit of prevention, respect, and goodwill.”

Liberal Transport critic Monsef Derraji said the problem at the SAAQ is one of “political leadership.”

“You said yesterday that you’re in Teams meetings three times a day with the SAAQ, and despite this closeness, you’re trying to make us believe that a campaign like ‘Are you karaOK to drive?’ wasn’t approved?” Derraji asked on X.

The SAAQ had invited singers to perform songs adapted to the campaign and discuss responsible driving.

“Discussions accompanied by practical advice from our entertainment team will round out the experience, reminding participants of the importance of making informed choices,” the invitation stated.

The criticism from Guilbault comes as she is expressing “anger” amid the ongoing Gallant Commission’s investigation into the SAAQclic fiasco. In addition to the public inquiry, Quebec’s anti-corruption police has also opened an investigation into the failed rollout in February 2023.

The minister told Noovo Info on Wednesday that the “cleanup” at the SAAQ is not over and further action will be taken soon.

“This is an organization in crisis at a critical time. It needs someone who can manage it accordingly,” Guilbault said.

The Quebec government has named SAAQ vice-president Annie Lafond as interim CEO.