Participants Pursuant to Quebec's
Referendum Act (enacted by the National Assembly prior to the referendum of 1980), the campaign would be conducted as a provincially governed election campaign, and all campaign spending had to be authorized and accounted for under "Yes" (Le Comité national du OUI) or "No" (Comité des Québécoises et des Québécois pour le NON) umbrella committees. Each committee had an authorized budget of $5 million. Campaign spending by any person or group other than the official committees would be illegal after the official beginning of the referendum campaign. After the agreement of June 12, the "Yes" campaign would be headed by Jacques Parizeau. The official "No" campaign would be chaired by Liberal leader Daniel Johnson Jr. Making matters more complex, especially for the "No" camp, was the
federal nature of Canada. The governing
Liberal Party of Canada and its leader,
Prime Minister Jean Chrétien were not strongly represented in the province outside of Montreal. Chrétien's involvement in the 1982 negotiations and his stance against the Meech Lake Accord made him unpopular with moderate francophone federalists and sovereignists, who would be the
swing voters in the referendum.
Lucienne Robillard, a nationalist former Bourassa-era cabinet minister, would serve as the federal Liberal representative on the "No" committee.
Jean Charest, leader of the Federal
Progressive Conservative Party, would be prominently featured, as he and the PCs had closely and productively cooperated with the Quebec Liberals in the Meech Lake negotiations. Fearing missteps by politicians not used to Quebec that had occurred during the Meech Lake and Charlottetown debates, Johnson and the campaign heavily controlled appearances by Federal politicians, including Chrétien. Johnson bluntly banned any appearance by the
Reform Party or its leader,
Preston Manning. This would go unchallenged by Ottawa for the majority of the campaign, but created much frustration within the governing Liberals in Ottawa. Prominent Chrétien adviser
Eddie Goldenberg believed that the "No" campaign at some points was more focused on the future election position of the Quebec Liberals rather than the referendum itself.
Early days The campaign officially began on October 2, 1995, with a televised address by both leaders. Parizeau emphasized that he believed this might be the last opportunity for sovereignty for the foreseeable future, while Johnson chose to forecast the uncertainty that a "Yes" vote could provoke. Johnson's campaign focused on the practical problems created by the sovereignty process, emphasizing that an independent Quebec would be in an uncertain position regarding the
North American Free Trade Agreement (NAFTA) and not be able to control the Canadian dollar. Prominent business figures such as
Power Corporation president
Paul Desmarais and
Bombardier Inc. head
Laurent Beaudoin spoke that they believed a "Yes" victory could spell doom for their Quebec business interests. The initial campaign for the "Yes" was led by Parizeau, with Dumont campaigning separately in rural areas. In addition to the traditional themes of the movement's appeal to Quebec nationalism, the "Yes" campaign attempted to highlight the slim possibility of any future reform to Canada's federal system. Parizeau bitterly attacked business leaders for intervening in the referendum, calling it a betrayal of their Quebec customers and workers. While Parizeau's responses were highly popular with "Yes" stalwarts, it was generally seen that speeches against business leaders were only highlighting the economic uncertainty that worried swing voters. Polls in the first week were highly disappointing for the "Yes" camp, as they showed them behind by 5–7 percentage points among decided voters, with an even larger gap if "undecided" voters were weighed toward the "No" side as would generally be expected. Parizeau, a general fixture in Quebec politics for decades whose strong views of sovereignty were well known among the populace, was under pressure to create a spark.
Appointment of Bouchard , Federal Leader of the Opposition In an unannounced ceremony on October 7 at the
Université de Montréal, Parizeau made a surprise announcement: He appointed Bouchard as "chief negotiator" for the partnership talks following a "Yes" vote. The move came as a dramatic surprise to the campaign, promoting the popular Bouchard to the fore and simultaneously emphasizing the "partnership" aspect of the question. Bouchard, already popular, became a sensation: in addition to his medical struggles and charisma, his more moderate approach and prominent involvement in the Meech Lake Accord while in Ottawa reminded undecided nationalist voters of federal missteps from years past. Politicians on both sides described his appeal as messianic and almost impossible to personally attack, in contrast to the well-worn figures on both sides of the referendum. "No" advisor John Parisella noted that at
focus groups, when presented with statements Bouchard had made that they did not like, participants would refuse to believe he meant them. New polls eventually showed a majority of Quebecers intending to vote "Yes". "No" forces, including Johnson, were shocked by the development, which required wholesale changes in strategy three weeks before the vote. Unwilling to believe Parizeau had given up his leadership role voluntarily, most in the "No" camp and Ottawa had assumed a coup had taken place, though the manoeuvre had been planned and voluntary. The dramatic events prompted many federal politicians to lobby for similarly dramatic intervention from Ottawa and the federal government, which were refused by the "No" committee, who believed that with Bouchard's introduction the margin for error was dramatically reduced. The "No" campaign continued to focus on the economic benefits of federation. Bouchard's speeches asked Quebecers to vote "Yes" to give a clear mandate for change, and that only the clarity of a "Yes" vote would provide a final solution to Canada's long-standing constitutional issues and a new partnership with English Canada for the betterment of both. Bouchard's popularity was such that his remarks that the Québécois were the "white race" with the lowest rate of reproduction, which threatened to cast the project as focused on
ethnic nationalism, were traversed with ease. Bloc Québécois MP
Suzanne Tremblay was less successful in this regard, and apologized after answering journalist
Joyce Napier's question of how minority francophones outside of Quebec would be helped by independence by stating that Napier's last name and lack of a Québécois accent made her ignorant of the subject.
Midcampaign coin, a globe, a flower,
♀, and a "men working"
traffic sign in place of the
O. Pursuant to the
Referendum Act, both committees were required to contribute to a brochure sent to every voter describing their positions. The official "No" brochure, written by the Quebec Liberals, stated that Quebec was a distinct society, and that Quebec should enjoy full autonomy in areas of provincial jurisdiction. Parizeau, while speaking in Hull, challenged Chrétien to tell voters that, if "No" won, Ottawa would withdraw from all provincial jurisdictions, prompting a vague response from the "No" campaign. On October 21 in
Longueuil, Johnson, hoping to defuse the issue, ad-libbed a challenge to Chrétien to declare his position on distinct society recognition. When presented with the request, Chrétien, in New York for a
United Nations meeting, responded, "No. We're not talking about the Constitution, we're talking about the separation of Quebec from the rest of Canada." The remarks in direct contradiction to Johnson were portrayed in the press as a blunt refusal. Chrétien's position was far more difficult than Johnson's: part of the 1993 Liberal election platform had been moving the country away from large-scale constitutional debates. Provincial governments were also far more hostile to the constitutional process than they had been in the decade prior, with even the federal government's typical ally, Ontario, being firmly against any pursuit of constitutional accommodation.
French President Jacques Chirac, while answering a call from a viewer in Montreal on
CNN's
Larry King Live, said that, if the "Yes" side were successful, the fact that the referendum had succeeded would be recognized by France. At a federalist rally of about 12,500 people which was held at the
Verdun Auditorium on October 24, Chrétien introduced a focus on Quebec's emotional attachment to Canada, promised reforms to give Quebec more power, and in a more startling announcement, declared that he would support enshrinement of Quebec as a
distinct society, and that he would support reforms to the Canadian constitution. The sudden reversal of Chrétien's long-standing position on the issue, along with Chrétien's wan complexion and atypically nervous appearance, sparked considerable comment. Charest further emphasized his commitment to constitutional reform if a "No" victory was achieved.
Indigenous activism In response to the referendum, Indigenous peoples in Quebec strongly affirmed their own right to self-determination.
First Nations chiefs said that forcing their peoples to join an independent Quebec without their consent would violate international law, violating their rights to self-determination. Indigenous groups also demanded to be full participants in any new constitutional negotiations resulting from the referendum. First Nations communities contributed significantly to the tense debate on a hypothetical
partition of Quebec. The
Grand Council of the Crees in
Northern Quebec was particularly vocal and prominent in its resistance to the idea of being included in an independent Quebec. Grand Chief
Matthew Coon Come issued a legal paper, titled
Sovereign Injustice, which sought to affirm the
Cree right to self-determination in keeping their territories in Canada. On October 24, 1995, the Cree organized their own referendum, asking the question:
"Do you consent, as a people, that the Government of Quebec separate the James Bay Crees and Cree traditional territory from Canada in the event of a Yes vote in the Quebec referendum?" 96.3% of the 77% of Crees who cast ballots voted to stay in Canada. The
Inuit of
Nunavik held a similar local vote, asking voters,
"Do you agree that Quebec should become sovereign?", with 96% voting No. As a result, five days before the vote, Clinton, in response to a question asked by
CBC News reporter
Henry Champ, while recognizing the referendum as an internal issue of Canada, gave a minute-long statement extolling the virtues of a united Canada, ending with "Canada has been a great model for the rest of the world, and has been a great partner of the United States, and I hope that can continue." While the statement provided relief in sovereignist circles for not being a stronger endorsement of the "No" position, the implication of Clinton, who was popular in Quebec and the leader of the province's most important trading partner, endorsing Canadian unity had strong reverberations in the electorate. The same night, Prime Minister Jean Chrétien gave a televised address to the nation in English and French. Broadly similar in both languages, Chrétien promoted the virtues of Canadian federalism to Quebec, touched on the shared values of the country, warned that Parizeau would use the referendum result as a mandate to declare independence from Canada (while explicitly not stating the result would be accepted), and announced that Quebec would be recognized as a distinct society and that any future constitutional reform that impacted Quebec would be made with the province's consent. The "Yes" side was provided airtime for a rebuttal in English and French. Lucien Bouchard was given the task in both languages, with the "Yes" campaign stating that a federal politician should give the response. Bouchard's French address recounted the previous animosities of the constitutional debate, specifically targeting Chrétien's career and actions, including showing a newspaper headline from the aftermath of the 1982 Constitution that featured Trudeau and Chrétien laughing. Bouchard then focused on the details of the partnership aspect of the proposal. He used his English address to ask Canadians to understand the "Yes" side and to announce an intention to negotiate in good faith. The next day, Montreal radio station
CKOI broadcast a prank call by radio announcer Pierre Brassard, impersonating Chrétien, to
Elizabeth II,
Queen of Canada, asking her to make a televised address championing national unity. The Queen appeared to reluctantly agree to the request and talked to Brassard for 17 minutes before her staff identified the hoax (after a delay due to a Chrétien aide wrongly speculating to Buckingham Palace staff that it could be a genuine call).
Unity Rally Fisheries Minister
Brian Tobin, expressing anxiety to his staff about the referendum the week before, was told about a small rally planned in
Place du Canada in Montreal for businesspersons on October 27. Asked by Federal advisor John Rae,
Pierre Claude Nolin agreed to allow Tobin to invite Canadians outside Quebec to the rally, provided Quebec's referendum laws were adhered to. Tobin then encouraged fellow caucus members to send as many people as possible. After gaining permission from the Prime Minister (over the objections of Quebec members of Cabinet), Tobin then appeared on the national English-language
Canada AM, and while disavowing any connection with the "No" organization, announced that the "No" side would be holding a rally in Montreal on October 27, and implored Canadians from around the country to attend the rally to support the "crusade for Canada." Tobin noted that committees were being formed in Ottawa and Toronto, charter aircraft were being ordered, and that
Canadian Airlines had a 90% off "unity" sale. Tobin proceeded to call the chairman of
Air Canada in his capacity as a private citizen and suggest planes be made available at the same rate, a request that was granted. Tobin's Canada AM appearance resulted in calls flooding MP's offices in English Canada, and bus companies volunteered hundreds of vehicles to take Canadians from outside of Quebec to Montreal. The rally at Place du Canada was estimated to have between 50,000 and 125,000 attendees, with estimates varying wildly as the crowd grew and shrank throughout the day. Jean Chrétien, Jean Charest and Daniel Johnson spoke to the crowd for the occasion, which would become known as the "Unity Rally". Images of the large crowd with an oversized Canadian flag became iconic. Charest felt the rally helped to keep momentum for the "No" campaign moving. The federal government's intervention in the rally attracted strident protests from the "Yes" side, who felt the discounts and coordination were an illegal intervention in the referendum. Bouchard publicly contrasted the rally with what he believed was the inattention of English Canada to the collapse of the Meech Lake Accord. Nolin regretted granting permission for the "No" committee once the scale became known, and Johnson felt the rally only exacerbated tensions with regard to English Canada. Opinions on whether the rally had an impact were divided and unable to be gauged, as the rally happened while the final polls for the Monday referendum were being produced.
Opinion polling During the campaign, polls were reported by all pollsters and press outlets with a general guideline of having undecided voters split unevenly in favour of the "No" side: This ranged from 2/3 to 3/4 of the undecided vote. == Result ==