{"id":109903,"date":"2025-11-04T17:53:00","date_gmt":"2025-11-04T22:53:00","guid":{"rendered":"https:\/\/isarta.com\/infos\/?p=109903"},"modified":"2025-11-05T17:58:38","modified_gmt":"2025-11-05T22:58:38","slug":"faire-place-pour-faire-avancer-la-campagne-des-elles-de-la-construction-bouscule-les-codes-de-la-construction","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/faire-place-pour-faire-avancer-la-campagne-des-elles-de-la-construction-bouscule-les-codes-de-la-construction\/","title":{"rendered":"Faire place, pour faire avancer : la campagne des Elles de la construction bouscule les codes de la construction"},"content":{"rendered":"<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"773\" height=\"1024\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/Visuel-F.I.C.-1-773x1024.jpg\" alt=\"\" class=\"wp-image-109905\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/Visuel-F.I.C.-1-773x1024.jpg 773w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/Visuel-F.I.C.-1-226x300.jpg 226w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/Visuel-F.I.C.-1-768x1018.jpg 768w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/Visuel-F.I.C.-1.jpg 848w\" sizes=\"(max-width: 773px) 100vw, 773px\" \/><\/figure>\n<p>3 novembre 2025<\/p>\n<p><strong>La campagne de communication du programme F.I.C. (Femmes, Int\u00e9gration, Construction), port\u00e9e par Les Elles de la construction, organisme soutenant la place des femmes au sein d\u2019un secteur \u00e0 forte repr\u00e9sentation masculine, et d\u00e9velopp\u00e9e par ZA Communication, propose une rupture franche avec les repr\u00e9sentations traditionnelles du secteur. <\/strong><\/p>\n<p>Elle d\u00e9tourne les symboles masculins du chantier \u2014 outils, marques, gestes \u2014 pour les associer \u00e0 des femmes, dans des visuels audacieux et des slogans percutants : \u00ab Tu peux \u00eatre aussi forte avec un marteau qu\u2019avec un piolet \u00bb, \u00ab Tu peux \u00eatre aussi pr\u00e9cise avec un niveau qu\u2019avec une pagaie \u00bb. <\/p>\n<p>Ces messages renversent les st\u00e9r\u00e9otypes et affirment une nouvelle normalit\u00e9 : celle d\u2019une industrie inclusive, o\u00f9 les femmes ont pleinement leur place.<\/p>\n<blockquote class=\"wp-block-quote\">\n<p>Je r\u00eave d\u2019un projet dont l\u2019approche unique et adapt\u00e9e vient soutenir l\u2019int\u00e9gra9on des femmes de m\u00e99er depuis longtemps, et je suis confiante que le programme F.I.C. servira de point de d\u00e9part vers des phases ult\u00e9rieures \u00bb, a d\u00e9clar\u00e9 St\u00e9phanie L\u00e9vesque, entrepreneure g\u00e9n\u00e9rale, formatrice d\u2019exp\u00e9rience et charg\u00e9e du programme F.I.C.<\/p>\n<\/blockquote>\n<p><iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/0M_EMuUQAhE?si=MLhzgcZ_O66Klyx0\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>La campagne se distingue par sa tonalit\u00e9 directe et engag\u00e9e, et sera d\u00e9ploy\u00e9e \u00e0 la radio, sur le web et dans les r\u00e9seaux sociaux. Celle-ci nomme les enjeux sans d\u00e9tour : in\u00e9galit\u00e9s, st\u00e9r\u00e9otypes, barri\u00e8res \u00e0 l\u2019entr\u00e9e. Elle interpelle autant les femmes que les employeurs, en valorisant la mixit\u00e9 comme un levier de performance, d\u2019innovation et de climat social am\u00e9lior\u00e9. <\/p>\n<p>En s\u2019adressant au grand public comme aux entreprises (volet B2B), elle cr\u00e9e un pont entre aspiration individuelle et transformation collective. Affirm\u00e9e, influente et f\u00e9d\u00e9ratrice, la marque F.I.C. agit comme un moteur de changement, et donne une voix forte aux femmes du secteur.<\/p>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"768\" height=\"1024\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/Visuel-F.I.C.-2-768x1024.jpg\" alt=\"\" class=\"wp-image-109904\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/Visuel-F.I.C.-2-768x1023.jpg 768w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/Visuel-F.I.C.-2-225x300.jpg 225w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/Visuel-F.I.C.-2.jpg 848w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure>\n<p>L\u2019initiative F.I.C. est financ\u00e9e en partie par le gouvernement du Canada, \u00e0 travers sa Strat\u00e9gie canadienne de formation en apprentissage &#8211; Femmes dans les m\u00e9tiers sp\u00e9cialis\u00e9s, dont l\u2019un des objectifs est de favoriser l\u2019\u00e9quit\u00e9 en mati\u00e8re de main-d\u2019\u0153uvre qualifi\u00e9e et productive dans diff\u00e9rents secteurs d\u2019importance.<\/p>\n<p>CR\u00c9DITS<br \/>Client : ELLES DE LA CONSTRUCTION \/ PROGRAMME F.I.C.<br \/>Agence: ZA Communication<br \/>Cr\u00e9ation et production vid\u00e9o : Frame de chat<\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_109903\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  data-tooltip_like_show_always=\"true\"  data-white_label=\"true\"  data-i18n_like=\"Aimer \/ Partager\"  data-i18n_dislike=\"Pas aim\u00e9\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/isarta.com\/infos\/faire-place-pour-faire-avancer-la-campagne-des-elles-de-la-construction-bouscule-les-codes-de-la-construction\/\"  data-item_title=\"Faire place, pour faire avancer : la campagne des Elles de la construction bouscule les codes de la construction\"  data-item_image=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/Visuel-F.I.C.-1-773x1024.jpg\"  data-item_date=\"2025-11-04T17:53:00-05:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.54\"  data-prx=\"https:\/\/isarta.com\/infos\/wp-admin\/admin-ajax.php?action=likebtn_prx\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><\/p>\n<hr size=\"3\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>La campagne de communication du programme F.I.C. (Femmes, Int\u00e9gration, Construction), port\u00e9e par Les Elles de la construction, organisme soutenant la place des femmes au sein d\u2019un secteur \u00e0 forte repr\u00e9sentation masculine, et d\u00e9velopp\u00e9e par ZA Communication, propose une rupture franche avec les repr\u00e9sentations traditionnelles du secteur. <\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_109903\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  data-tooltip_like_show_always=\"true\"  data-white_label=\"true\"  data-i18n_like=\"Aimer \/ Partager\"  data-i18n_dislike=\"Pas aim\u00e9\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/isarta.com\/infos\/faire-place-pour-faire-avancer-la-campagne-des-elles-de-la-construction-bouscule-les-codes-de-la-construction\/\"  data-item_title=\"Faire place, pour faire avancer : la campagne des Elles de la construction bouscule les codes de la construction\"  data-item_image=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/Visuel-F.I.C.-1-773x1024.jpg\"  data-item_date=\"2025-11-04T17:53:00-05:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.54\"  data-prx=\"https:\/\/isarta.com\/infos\/wp-admin\/admin-ajax.php?action=likebtn_prx\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><hr size=\"3\"><\/div>","protected":false},"author":23,"featured_media":109905,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[195],"tags":[229],"_links":{"self":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/109903"}],"collection":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/comments?post=109903"}],"version-history":[{"count":1,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/109903\/revisions"}],"predecessor-version":[{"id":109906,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/109903\/revisions\/109906"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/media\/109905"}],"wp:attachment":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/media?parent=109903"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/categories?post=109903"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/tags?post=109903"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}