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Ontario spent $2M telling riders to wait

Natasha Kumar By Natasha Kumar Mar18,2024

Ontario has started ;spent $2 million to tell users to wait

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A scene from a Metrolinx commercial. One interlocutor invites another who complains about the work to look “beyond the construction”.


Speech synthesis, based on artificial intelligence, makes it possible to generate spoken text from a written text.

You have to look “beyond construction,” say Ontario transit agency Metrolinx’s ads. The ad campaign released last fall, called “moralistic” by critics, cost $2.25 million.

The provincial agency is in the hot seat for numerous delays in the construction of the Eglinton light rail line in Toronto, which was due to enter service in 2020, in addition to disruptions linked to work on the new line of metro Ontario.

CBC obtained the cost of the advertisements following a freedom of information request. Metrolinx initially refused to reveal it.

In the advertisements, one interlocutor seems to be lecturing another who is complaining about the construction, arguing, in particular, that this work is essential for a better public transport network and for the environment.

We shouldn't have spent 2.25 million to be condescending to the x27;public location.

A quote from Jennifer French, MP and Ontario NDP transportation critic

Metrolinx counters in a written statement that the advertising campaign, broadcast in nine languages, was intended to spark a debate on the benefits of public transit. The provincial agency assures that it has the greatest respect for users.

Metrolinx nevertheless removed the advertisements from its YouTube channel .

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Actor Rodrigo Fernandez-Stoll even made a parody of the campaign on YouTube, after seeing one of the ads at the cinema before a film . Metrolinx told us: 'shut up,' he denounces.

Metrolinx has still not announced a release date ;opening for the new Crosstown line on Eglinton Avenue.

Ontario refuses to reveal the cost of its “The future is electric”

Based on information gathered by Lane Harrison of CBC News

Natasha Kumar

By Natasha Kumar

Natasha Kumar has been a reporter on the news desk since 2018. Before that she wrote about young adolescence and family dynamics for Styles and was the legal affairs correspondent for the Metro desk. Before joining The Times Hub, Natasha Kumar worked as a staff writer at the Village Voice and a freelancer for Newsday, The Wall Street Journal, GQ and Mirabella. To get in touch, contact me through my 1-800-268-7116

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