The Liberal Party of Canada successfully used the 2002 Winter Olympics in Salt Lake City to strengthen support for a united Canada and bolster their own party. Figure skaters Jamie Salé, from Alberta, and David Pelletier, from Quebec, who won gold together, came to symbolize national unity. Their success was used by then-Prime Minister Jean Chrétien and the Liberals in a strategy to promote patriotism and shift public opinion against Quebec separating, which opinion polls showed was increasing in the lead-up to the Olympics. Support for remaining united grew in the years after 2002.

1. Political Gold
How the Liberals spun gold at the 2002 Olympics and succeeded in uniting Canada
Attitude Modification Strategy
Presented to Professor Sanders
by Adrian Gavriliu, Chiara Gentile, Dolores Gutierrez
and Pierluigi Spedicati
February 9, 2012

2. And welcome back everyone

3. We now turn our attention to politics.

4. More specifically: the topic of sovereignty in Quebec

5. A poll has been released

6. by the Leger Marketing Group

7. Our own Ian Hanomansing has more

8. Thank you Peter

9. This recent poll reveals some interesting results

10. February 2001
Referendum Voting Intentions in Quebec
55.3 % Against
In February of 2001 55.3% of Quebecers were against a vote on a
referendum to separate. (v.o.)

11. Referendum Voting Intentions in Quebec
February 2002
59 % Against
January 2003 60% Against
That number of referendum opponents increased to 59% in 2002
and 60% in 2003 (v.o.)

12. What sparked this shift? (v.o.)

13. The answer may surprise you

14. And for that we go back to the year 2002

15. Who could forget the 2002 Salt lake City Olympics? (v.o.)

16. One of the highlights: the winning team of Salé and Pelletier
(v.o.)

17. You might be asking yourself what did any of this have to do with
Quebec sovereignty? (v.o)

18. The answer is everything

19. The Liberal Party of Canada had launched a political campaign
at that time (v.o.)

20. And the main stars were Salé and Pelletier (v.o.)

21. Salé hailed from Alberta and Pelletier from Quebec (v.o.)

22. Indeed, they were a symbol of a united Canada (v.o.)

23. and they stole our hearts as they skated their way to a gold medal
(v.o.)

24. Chrétien and Liberals used the 2002 Olympic games as a metaphor
(v.o.)

25. to unify Canada and strengthen the Liberal party (v.o.)

26. Patriotism was revitalized (v.o.)

27. and they succeeded in uniting a country that was on the brink of separating
(v.o.)

28. In short: that is how you collectively shift a country's consciousness

29. Back to you Peter

30. What an eye-opening story Ian

31. Thank you and good night everyone.