Hubert Sacy

Hubert Sacy
Born (1949-08-11) August 11, 1949
Alexandria, Egypt
Residence Canada
Education

Degree in law and political science Degree in French literature Degree in advertising

Accredited in public relations
Occupation Director General of Éduc'alcool
Awards

National Order of Quebec (2010) Queen Elizabeth II Diamond Jubilee Medal (2012)

Order of Canada (2015)

Hubert Sacy is a public figure known in Quebec and internationally. He is a social communications specialist with particular expertise in behavioral prevention and education.

Since 1990, he has been Director General of Éduc’alcool, an independent, not-for-profit organization[1]. As such, he has created numerous education and prevention programs in Quebec.

Hubert Sacy has been a guest lecturer at Quebec universities (École nationale d'administration publique, Université de Montréal, Université de Sherbrooke, Université Laval and Université du Québec à Montréal), teaching courses on prevention, communication, public relations and marketing. He has also served as an expert witness at administrative tribunals in Quebec on issues related to drinking.

Internationally, he has participated in the establishment of organizations similar to Éduc’alcool in various countries, and he is frequently invited to speak on alcohol education and moderate drinking. He has also served as a consultant and lobbyist[2].

Biography, private life and career

Hubert Sacy was born August 11, 1949, in Alexandria, Egypt. He married Nicole Sacy in December 1991. He studied law and political science at Université Saint Joseph - Université de Lyon. He also has a degree in French literature from École supérieure des Lettres, Université de Lyon. In 1990, he graduated with a degree in advertising from École des Hautes Études Commerciales de Montréal and is accredited in public relations (APR).

1970 to 1980

Hubert Sacy began his career in journalism on radio at Radio-Canada in 1970. In 1971, he became interested in labour unions and joined the Syndicat des enseignants de Laval as director of information.

In 1974, he joined the Centrale des syndicats du Québec (CSQ) as press agent. From 1978 to 1980, he was in charge of external communications, public relations and advertising.

From 1977 to 1978, Hubert Sacy served as Director of Communications for the inquiry into illegal police activity in Quebec, known as the Keable Commission. Among other things, the inquiry looked into the circumstances surrounding the raid on the offices of Agence de presse libre du Québec during the night of October 6-7, 1972, the theft of a list of members of a political party, and the burning of a barn in the Eastern Townships.

1980 to 1990

Hubert Sacy’s involvement with teachers’ unions led him to become chief executive of Alliance des professeurs de Montréal, a position he held from 1980 until 1984, when the CSQ called him back to serve as communications director, a position he held until 1987[3][4].

From 1987 to 1990, he served as director of communications for Société de transport de Montréal, the Montreal public transit corporation, reorganizing the department to cover both internal and external communications and to promote public transit[5].

1990s to the present

In 1990, Hubert Sacy became senior partner in the ad agency Bleublancrouge, where he was in charge of creating and implementing a wide variety of social and behavioural campaigns for public agencies, as well as for federal and provincial government departments. These included campaigns to promote healthy habits, a number of anti-smoking campaigns, and a campaign against domestic violence. During his 20 years in advertising, he was chief strategist behind several notable campaigns, such as “Taxer les livres, c’est imposer l’ignorance” (against the proposal to tax books in 1990) and campaigns for the Quebec Bar from 1996 to 1999[6][7].

Also in 1990, he became Director General of Éduc'alcool, a not-for-profit organization that promotes moderate drinking. Over several decades, he launched a number of popular advertising campaigns, including:

  • “Moderation is always in good taste” (1990)
  • “Be prepared to talk to your children about drinking” (2004)
  • “Moderation in 4 numbers: 2-3-4-0” (2011)
  • “Drinking games can be deadly” (2004)
  • “Low-risk drinking” (2011-2017)[8]

Éduc’alcool and other involvements

Over nearly five decades of working in communications and marketing, Hubert Sacy has been committed to causes in the labour movement, education, prevention, health and social behaviour. He is currently:

  • President of Fondation Mise sur toi, a foundation to promote responsible gambling (now run by Loto-Québec);
  • Treasurer of the International Council on Alcohol and Addictions (ICAA);
  • Chair of the ICAA Alcohol Education Section and its communications committee;
  • Member of Canada’s National Alcohol Strategy Advisory Committee[9];
  • Member of the Société québécoise des professionnels en relations publiques;
  • Director, Quebec Cancer Foundation[10];
  • Member of the Science Committee, Cité du vin, in Bordeaux, France[11];
  • Director, Educalcohol Costa Rica.

He has also served as:

  • Member of the organizing committee for Issues of Substance, the Canadian Centre on Substance Use and Addiction (CCSA) national biennial conference on substance use and addictions;
  • Director, Centre Dollard-Cormier;
  • Director, Marie-Soleil Tougas Foundation;
  • Director, Musée de la civilisation Foundation;
  • Member of the Literacy Foundation;
  • Member, Board of Governors, Montreal Human Rights Film Festival;
  • Chair of the Social Responsibility Committee, Canadian Association of Liquor Jurisdictions.

As Director General of Éduc’alcool since 1990, Hubert Sacy has been in charge of the organization’s programs, campaigns and activities, managing projects, developing partnerships and making recommendations to the board of directors. He speaks on behalf of Éduc’alcool on various occasions, appearing at public hearings, and presenting briefs[12]. He is invited regularly to speak on ethics, prevention and alcohol abuse at scientific conferences in Quebec and around the world, and he has played a significant role in establishing Éduc’alcool in France (now known as Vin et Société), Australia (Drinkwise Australia), Costa Rica (Educalcohol Costa Rica) and Portugal (Éduc’alcool Portugal).

Under his direction, Éduc'alcool has set a standard for alcohol education and prevention in Quebec and elsewhere. The organization takes a sensible, science-based, measured approach to the subject, and has produced a wide variety of brochures, videos, and other documents that have been distributed across Canada and internationally. Éduc’alcool’s notable successes include:

  • The organization’s slogan, La modération a bien meilleur goût/Moderation is always in good taste, which has achieved an awareness rating of over 95%, according to a 2016 CROP poll[13];
  • The guide “Be prepared to talk to your children about drinking,” which has been ordered by more than a quarter of a million Quebec families. Independent research has shown a usefulness and satisfaction rate of over 93%. The guide has been ordered by six provinces and two territories in Canada. It is currently available in Brazilian, Portuguese, French and Swiss versions[14][15];
  • “Pregnancy and drinking: your questions answered,” a guide for woman who are or hoping to become pregnant, published jointly by Éduc'alcool, the Collège des médecins du Québec and the Ministère de la Santé et des Services sociaux du Québec. More than a million copies have been printed. The guide has been distributed widely across Canada in English and French, and it has been translated into Inuktitut. It is also in use in five other countries[16];
  • “Alcohol and Health,” a series of reports distributed in hospitals and CLSCs in Quebec. Topics include the effects of moderate, regular alcohol consumption, the effects of abusive drinking, alcohol and seniors, alcohol and the human body, and others;
  • An advertising campaign against binge drinking, using strong imagery and an uncompromising approach, which has had a significant impact on the incidence of drinking games among college and university students in Quebec[17];
  • Pocheville, a virtual community online game for youth 12-16, through which teens learned about the harmful impact of alcohol abuse. Before going offline in 2018, Pocheville was Quebec’s seventh largest city, with a “population” of 170,000[18].

Publications and lectures

Hubert Sacy has written articles for publications in the fields of communication, prevention, transportation, education and labour relations[19]. “A feast for the creative eye” appeared in the March 2006 edition of Marketing Magazine, “Les jeunes et l’alcool: vers un modèle de prévention alliant éducation et encadrement” was published in 2011 in Adolescents et alcool, un cocktail détonant. More recently, he co-authored “What Is a Drink? Communicating Drink Information to the Consumer,” published by the Canadian Centre on Substance Abuse (CCSA) in May 2015[20][21][22].

Hubert Sacy speaks regularly at conferences of professionals in prevention, education, communication, marketing, research and management. He has made presentations in Quebec and in 25 countries around the world. Some of the more recent events at which he was a speaker include:

  • “Les sociétés d’État, SAQ et Loto-Québec: centres de profits ou centres de responsabilités?” held at Université du Québec à Montréal on November 14, 2016[23];
  • “Prendre un verre, prendre un coup. Débanaliser et agir!” organized by Association pour la Santé Publique du Québec on December 8, 2015, in Montreal[24];
  • “Le jeu doit rester un jeu,” November 23, 2013, at Concordia University[25][26].

Awards and prizes

In 2015, Hubert Sacy was named a member of the Order of Canada, the second-highest honour for merit in the country, recognizing the outstanding merit or distinguished service of those who make a major difference to Canada through lifelong contributions in every field of endeavor[27][28][29].

In 2012, he received the Queen Elizabeth II Diamond Jubilee Medal, a commemorative medal honouring significant contributions and achievements by Canadians[30].

In 2010, he was named a Knight of the National Order of Quebec[31][32]. The distinction is the highest honour in Quebec and is awarded to current and former residents for conspicuous achievements in any field[33][34].

Other awards and distinctions received throughout his career include the following:

  • Hospitalier d’Honneur, Ordre des Hospitaliers de Pomerol, France, June 2016;
  • Member of the Confraria do Vinho do Porto, Portugal, October 2015;
  • Commandeur d’Honneur, Commanderie du Bontemps, France, June 2009;
  • Member of the Federação das Confrarias Báquicas, Portugal, June 2006;
  • Trophée de l’Esprit alimentaire pour la Science, France, 2006[35][36];
  • Marketing Personality of the Year and Strategy award in the category Marketing—Cultural, Social or Not-for-profit Enterprises, Association marketing de Montréal, April 2005[37];
  • Two “Canadian Campaign of the Year” awards from the Canadian Public Relations Society;
  • Eight awards from the Société des relationnistes du Québec;
  • Five “Prix Omnibus” awards for excellence in communications and marketing from the Canadian Urban Transit Association;
  • “Affiche d'Or” for best poster in Quebec;
  • Grand prize for best Canadian poster and among the top ten posters in the world.

International recognition for the Éduc'alcool model

When the government of Sweden began reviewing its policies on alcohol in 2004, Canada’s ambassador in Stockholm was asked to provide information on the Éduc’alcool model. Hubert Sacy travelled to Sweden three times to discuss the matter, and the Swedish health minister came to Montreal twice to meet with Mr. Sacy.

In 2005, when the Australian alcoholic beverage industry decided to establish a responsible drinking organization, it was inspired by Éduc’alcool in Quebec. Hubert Sacy went to Australia twice for this purpose, and he hosted two Australian delegations in Montreal.

The European Community established its alcohol policy in 2006. Hubert Sacy was invited to Brussels to present Éduc’alcool and explain its operations to the Directorate General for Health and Consumers (DG SANCO). When the European Commissioner came to Toronto for an international conference, he met with Hubert Sacy to hear for himself what his staff had reported.

Mr. Sacy has been asked by various organizations in a number of countries to share his experience and provide inspiration. In 2007, written testimonials from France and the Shetland Islands in Scotland, noted his support and contributions.

Since 2011, two new organizations based on the Éduc'alcool model have been established in Costa Rica and Portugal: Educalcohol Costa Rica and Éduc'alcool Portugal.

References

  1. ↑ "Governance - Éduc'alcool". Éduc'alcool. 2018.
  2. ↑ "Health and Social Benefits of Beer in Moderation - Seminar of the Nordic Brewing Industry" (PDF). Panimoliitto. April 26, 2001.
  3. ↑ "Fonds d'archives des Éditions Mouvements". UQAM - Service des archives et de gestion des documents. February 2008.
  4. ↑ "Journal des débats de la Commission permanente de la présidence du Conseil et de la Constitution". Assemblée nationale du Québec. February 4, 1981.
  5. ↑ Kugler, Marianne (2004). Des Campagnes de Communication Réussies: 43 Études de Cas Primés. Sainte-Foy (Québec): Presses de l'Université du Québec. ISBN 2-7605-1165-0.
  6. ↑ Marin, Marius. "Valoriser la profession dans ce qu'elle a de plus fort. Nouvelle campagne publicitaire du Barreau". Barreau du Québec.
  7. ↑ Marin, Marius (March 1, 1999). "Communication publicitaire 1999 du Barreau du Québec. Une campagne qui sort de l'ordinaire". Barreau du Québec.
  8. ↑ Low-risk drinking. 2007. ISBN 978-2-923548-22-7.
  9. ↑ "National Alcohol Strategy Advisory Committee". Canadian Center on Substance Use and Addiction.
  10. ↑ "Board of Directors of the Quebec Cancer Foundation". Cancer Quebec Foundation.
  11. ↑ "Scientific and Cultural Committee". La Cité du Vin.
  12. ↑ "Journal des débats de la Commission des transports et de l'environnement". Assemblée nationale du Québec.
  13. ↑ "Tous ses objectifs quinquennaux étant atteints, Éduc'alcool adopte une nouvelle orientation : Promouvoir les bénéfices de la modération". CNW Telbec. December 8, 2016.
  14. ↑ Be prepared to talk to your children about drinking (PDF). Montreal, Quebec. 2016. p. 32. ISBN 978-2-923548-82-1.
  15. ↑ Lévesque, Lia (September 15, 2016). "Éduc'alcool publie un guide sur les jeunes et l'alcool destiné aux parents". La Presse.
  16. ↑ Pregnancy and drinking: your questions answered (PDF). 2008. p. 8. ISBN 978-2-923548-24-1.
  17. ↑ "Drinking games can be deadly" (PDF). Éduc'alcool.
  18. ↑ "Retarder l'âge du début de la consommation et sensibiliser les jeunes prébuveurs: Éduc'alcool lance Ivrotexto, une application de clavardage gratuite qui illustre l'effet de l'abus d'alcool". CNW Telbec. August 21, 2014.
  19. ↑ Pour que les médecins aient la prévention à cœur (PDF). 2010–2011. p. 47.
  20. ↑ Sacy, Hubert (2005). "A feast for the creative eye". Marketing. p. 27.
  21. ↑ Adolescents et alcool, un cocktail détonnant. De l’expérimentation à la désocialisation (PDF). Sion, Switzerland: Institut Universitaire Kurt Bösch. May 5, 2011. ISBN 2-940229-31-7.
  22. ↑ What Is a Drink? Communicating Drink Information to the Consumer (PDF). Ottawa, Ontario: National Alcohol Strategy Advisory Committee. May 2015. p. 19. ISBN 978-1-77178-242-5.
  23. ↑ "Conférence « Les sociétés d'État, SAQ et Loto-Québec: centres de profits ou centres de responsabilités? »". Retrieved November 14, 2016.
  24. ↑ "Conférence de l'ASPQ - « Prendre un verre, prendre un coup. » Débanaliser et agir!". Journées annuelles de santé publique. 2015.
  25. ↑ "Synthèse de la journée de discussions dédiée au développement possible d'une étude longitudinale sur le jeu" (PDF). Retrieved November 13, 2013.
  26. ↑ "Notes pour le mot d'ouverture de Hubert Sacy, président 23 novembre 2013" (PDF). Retrieved November 23, 2013.
  27. ↑ "Order of Canada Appointments". The Governor General of Canada. Retrieved July 1, 2015.
  28. ↑ Lévesque, Lia. "Plusieurs Québécois parmi les nominations au sein de l'Ordre du Canada". La Presse. Retrieved July 1, 2015.
  29. ↑ Parent, Stéphane. "De grands Canadiens élevés au plus grand rang civil canadien". Radio Canada International. Retrieved July 1, 2015.
  30. ↑ "The Diamond Jubilee Medal". The Governor General of Canada. Retrieved August 19, 2018.
  31. ↑ "Hubert Sacy – Ordre national du Québec". Ordre national du Québec. Retrieved August 19, 2018.
  32. ↑ "[Vidéo] Remise de l'insigne de chevalier (2010) - Hubert Sacy". Ordre national du Québec. Retrieved August 19, 2018.
  33. ↑ "Hubert Sacy décoré de l'Ordre national du Québec". Infopresse. June 7, 2010.
  34. ↑ "Hubert Sacy maintenant Chevalier de l'Ordre national du Québec". Grenier. June 7, 2010.
  35. ↑ "Trophée de l'Esprit alimentaire: le québécois Hubert Sacy lauréat". Terre-net. October 25, 2006.
  36. ↑ "6ème édition des Trophées de l'Esprit alimentaire". Agroligne. Retrieved November 30, 2008.
  37. ↑ "Hubert Sacy, Personnalité marketing 2005". Infopresse. April 27, 2005.

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