In Your Neighbourhood

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.

FAMILY MOVIE NIGHTS

Sponsored family movie nights were hosted by CUPE 416 at municipal parks during the summer months. These events created a platform for union members to connect with their community while providing a valuable, free service.

ANIMATION CONCEPT

CUPE 416 executives met with Union Marketing to discuss a concept for an educational animation that would feature the union’s 12 units. Each unit chair was interviewed by our staff to ensure the accurate representation of their respective unit in the animation.

ANIMATED SHORT

The campaign’s five-minute animated short was played at movie nights throughout the GTA to entertain and inform attendees about the important jobs CUPE 416 members do throughout the city before the beginning of each full-length movie.

BY HOSTING THESE EVENTS AND KEEPING RESIDENTS INFORMED, THE UNION INCREASED ITS VISIBILITY ONLINE AND WITHIN THE COMMUNITY IN A POSITIVE WAY. THE MOVIE NIGHTS CAMPAIGN RESULTED IN A HIGH RATE OF ATTENDANCE AND POSITIVE COMMUNITY INTERACTION. CUPE 416’S ANIMATED SHORT WAS ALSO WELL-RECEIVED, SERVING AS A SOURCE OF ENTERTAINMENT AS WELL AS A TOOL TO INFORM MEMBERS OF THE COMMUNITY ABOUT THE VALUABLE SERVICES MUNICIPAL EMPLOYEES PROVIDE THROUGHOUT THE CITY.