SPARDA: Lyon, France
Lyon is the third largest city in France. It is a densely populated area – with a population size of 472.000 inhabitants (2007). It is also France’s second largest business capital after Paris. It is a major industrial centre specialising in chemical, pharmaceutical and biotech industries and there is also a significant software industry. Unemployment rates are slightly below the French average.
In 1999, it was estimated that 8% of the total population were foreign nationals. Regardless of their current nationality, 14% were born abroad: 4.2% of these in Algeria and 3.3% in the EU (INSEE). Like in most French cities, the majority of the immigrant population is of North African origin. However, official statistics make no differentiation between those holding French citizenship. Nevertheless, the integration of second- and even third generation immigrants is a major public concern.
ISCPA, the local SPARDA partner, is a private journalism and communications university.
Target audience: Population in Lyon city centre
Media: Web, outdoor, radio
Dates: October-November 2011
In Lyon, our local partner was ISCPA Institut des Medias, a
private journalism and advertising university. The campaign
was not developed in consultation with civil society during
the Media and Diversity sessions as in other cities.
However, it was particularly original, and proved to be
highly successful, given the communications experience of
The campaign concept was "The biggest webpage in the world
for diversity". Lyon residents were invited to upload their
picture on a web mural and leave a message showing their
support for diversity. The web page was supported with an
outdoor campaign in Lyon Metro, radio spots, web banners and
street marketing to get people to participate.
The campaign was well planned in that it used a number of
different media with a coherent message and a consistent
visual identity. However, the message did not focus on the
advantage that diversity represents for Lyon and its
inhabitants. This could represent a missed opportunity to
disseminate a strong message.
Lyon campaign files