Sophie LETHUIN – FARGE: "Construction communication with a human face"

Behind every information board, every radio interview, every press article or during meetings with local residents, there was a desire to establish a sincere connection. Communication was more than just a tool... it was a commitment.

She answers questions from La Gazette du Var. Before building a communication strategy for a construction site as long as the widening of the A57 to 3 lanes over 7 kilometers in the highly congested urban environment of Toulon, what was your initial approach? Sophie LETHUIN-FARGE.

We started in 2017, well before the actual start of the works, with a strong conviction: before writing a communication plan, we had to get to know the territory. So we met with elected officials, associations, shopkeepers, local residents... everyone who makes up the local fabric.

It was only after this listening phase that we were able to build a tailored strategy, adapted to our different audiences, and above all, credible.

Was this strategy adjusted as the construction progressed? SLF. Absolutely.

It was not a fixed four-year plan. We worked in six-month cycles to remain responsive, particularly to the technical hazards of the construction site. Rigid communication would have been counterproductive.

On the contrary, we had to adapt constantly and maintain a fluid dialogue.

In practical terms, what tools and channels did you set up to maintain this connection? SLF. We multiplied the media: flyers distributed in the affected neighborhoods, pages in the construction newsletter, radio spots notably on 107.7 FM, with local drop-ins, and above all, liaison officers positioned across the entire perimeter of the construction site.

Every week, we held a meeting to inform them of the upcoming stages. They were on the ground to answer residents' questions, sometimes on very practical points, sometimes on more sensitive ones. It was about being accessible, educational, and close to people.

Did you have to manage any unforeseen situations? SLF. Yes, particularly regarding nighttime intrusions on the construction site.

Some motorists moved the barriers to save a few minutes... with all the risks that entails. So we ran targeted prevention campaigns.

The same went for explaining why the speed limit was restricted, or how the palm trees were transplanted, not destroyed. It took a lot of explanation, on all fronts.

And on a human level, how did you personally experience this project? SLF. It was an exceptional adventure.

I followed this project from the very beginning to its inauguration. I saw it start, evolve, and transform. It was a living, bustling, and above all, extremely human project.

The connections built with my colleagues, with the technical teams, and sometimes with the local residents... these are things that leave a deep mark on you.

Did this experience change you? SLF. Yes, profoundly.

Because there was no stifling hierarchy. Everyone had their place, their mission, their space to speak. I was fortunate to work with a very attentive director, Salvador Nunez, who always championed the idea that a project of this scale cannot be carried out without real attention to people.

We don't just build kilometers of asphalt. We also build connections and create relationships.

The inauguration was very emotional, wasn't it? SLF. Oh yes... Preparing a ministerial visit, welcoming the President, the CEO of VINCI, the President of Vinci Autoroutes, all the teams, external guests, thinking of every little detail, producing a project film...

And on a personal level, was it not too demanding? SLF. I worked on this project with my partner, which was a first.

But we always knew how to keep things separate. At the office, we were colleagues first and foremost. And at home, we maintained our family life as usual.

We spoke very little about the construction site. And besides, all those shared moments on this project and within our team created strong bonds.

Friendships were forged. It's not every day that you experience an adventure of this intensity.