Awareness Campaigns

1 Play Away

The CFL Players’ Association was in need of an awareness campaign that would highlight the lack of health coverage available to pro football players who are regularly put in harm’s way as a requirement of their job. With a limit of 12 months of health coverage offered from the occurrence of an injury, CFL players rarely receive the rehabilitation needed to fully recover. Even worse, lifetime injuries and debilitating conditions acquired from years of rough contact on the field leave players without any options for recovery or aftercare. Union Marketing teamed up with the CFLPA to create a hard-hitting campaign that would draw awareness to the lack of health coverage offered to players, encouraging further action to be taken on the issue.

Respect OTS Campaign

The ETFO Toronto occasional teachers (ETFO Toronto OTs) wanted to draw awareness to the lack of respect occasional teachers regularly face on the job. Union Marketing worked with the ETFO Toronto OTs to create an awareness campaign that would emphasize the issue and encourage open discussion about growing a culture of respect in schools.

OSSTF Safe Schools Now Campaign

The Ontario Secondary School Teachers’ Federation (OSSTF) Toronto Teachers needed a campaign to inform the community about serious health and safety issues affecting school staff and students. Our team worked with OSSTF to develop campaign elements, using print and social media to promote their message.

What My Education Worker Does Campaign

In response to potential job cuts and misinformation in the media, the Toronto Education Workers (TEW) aimed to develop a public awareness campaign that would inform the public about the important jobs education workers do within TDSB (Toronto District School Board) schools. Union Marketing worked with the TEW to create a public awareness campaign that showcased the importance of various job classifications within the union through a series of TV advertisements, focusing on the unique perspectives of school children.

In Your Neighbourhood Campaign

Faced with major concessions, CUPE 416 garbage workers went on strike in the summer of 2009. With Torontonians upset about the status of garbage collection and negative stories of the strike surfacing in the media, CUPE 416 was in need of a PR overhaul to reconnect with city residents. Our team set out to assist CUPE 416 in revamping its public image with a focus on educating the community about the valuable services city workers provide to residents throughout the GTA.

Teamsters Campaign

Due to increased injuries and deaths on the job, the Teamsters (MWED) were looking to put together a campaign that would highlight general safety on the job as well as the National Day of Mourning. We worked with the Teamsters Rail Division to develop a campaign - Don’t Turn Your Back to the Track - reinforcing the importance of safety in the workplace and building union-wide solidarity.

Organizing Campaigns

Sign UP Campaign

With part-time workers facing unfair work practices in Ontario colleges, OPSEU launched an organizing campaign focused on improving college workplaces throughout the province. Using a wide range of communication initiatives, we exposed unfair practices occurring in Ontario colleges and directed workers to platforms where they could sign up to the campaign. We successfully worked together with OPSEU to launch and drive the largest organizing campaign in Canadian history.

Level UP Campaign

OPSEU was in need of a campaign that would entice college workers to engage with the union’s organizing campaign - Sign Up. An interactive, online gaming platform and award system was developed by our team to inform, engage and hold the attention of full and part-time college workers.

Member Engagement Campaigns

Activity Book Campaign

CUPE 5167, representing the City of Hamilton Municipal Workers, was in need of a campaign to engage and inform members and the community about the important work they do to keep the city running smoothly.

Powering the maple leafs campaign

The power workers’ union was looking for a way to boost its engagement with its membership and the communities it serves. Our team worked to develop a partnership campaign with the toronto maple leafs alumni that would help to maximize the union’s visibility and reach, attract the interest of members and improve overall engagement in union initiatives and events.

Bargaining Campaigns

BetterMac Campaign

CUPE Local 3906 was looking to develop a strike aversion campaign that would assist in informing members and the public about issues the local was facing at the bargaining table. Our team worked to develop memorable campaign branding and promotional materials to bring the local’s issues to the spotlight.

Coming Attractions Campaign

ETT (the Elementary Teachers of Toronto) was looking for a way to inform its members of significant changes/gains achieved in its most recent round of bargaining. Our team worked with ETT to develop an custom-designed animation that would provide members with the information they needed in an entertaining, easy-to-understand format.

Hands Off My Benefits Campaign

OCEU was up against a tough round of bargaining with the government. Facing a net zero mandate, the union was in need of an awareness campaign that would help educate its membership about the various concessions the union was facing bargaining table. Our creative team worked with OCEU to create a campaign - Hands Off My Benefits - which exposed the drastic concessions faced by both retirees and active members.