The social and cultural transformations of the 1960s shook up the traditional structures of French Canada. The network of educational, cultural, and political associations, which until that decade had been closely associated with the clergy, had to come to terms with the growing secularization of society. The nationalist discourse of the elites was resonating less and less with the younger generation. Governments, whether federal or provincial, was more present in people’s lives, including those of linguistic minorities. In the wake of the Estates General of French Canada (see “The Breakup of French Canada”), francophone identities were being reformulated on a territorial basis.

In this environment, Franco-Manitobans questioned the mission of the Association d’éducation des Canadiens français du Manitoba (AECFM), which had been founded in 1916. In response to calls for the creation of a new organization with a broader mandate to speak for Franco-Manitobans, over fifty community consultations were held. The process culminated in the Rallye du Manitoba français in June 1968. The purpose of the meeting was to “examine” Franco-Manitoban population “most serious problems and seek the most urgent solutions” (La Liberté et le Patriote, June 5, 1968). A second iteration of the Rally was held in December 1968. On that occasion, the Société franco-manitobaine (SFM) was created.

These two rallies were significant. On the one hand, they marked a decisive shift towards social action. Aiming to democratize and regionalize mobilization, the strategy was to raise awareness through popular education. Francophone organizations in other provinces chose a similar program around the same time. They were helped in these initiatives by the Direction de l’action socioculturelle of the Secretary of State, which offered subsidies for such activities, a consequence of the adoption of the Official Languages Act in 1969. On the other hand, these rallies marked a significant transition, with French Manitoba now expanding its concerns beyond school issues. The SFM’s mandate was to promote cultural, social, and political development. New community organizations were created, such as the Centre culturel franco-manitobain (1974) and the Francofonds (1978). Also, the SFM stood at the forefront of political tensions around language manifest during the 1970s and 1980s.