Union Communications | Canada’s original union advertising agency

case studies

CUPE 3261 - Practise What You Teach

OOH

Newspaper

Radio

Situation

The University of Toronto imposed a hiring freeze, refusing to replace retiring members, and was refusing to use CUPE 3261 members for any new buildings built by the university. Instead, they were planning to use only contracted, third-party workers in what they say were “cost-cutting” measures. With an annual budget of $3.23B, it wasn’t a function of savings - it was simply Union busting.

Challenge

CUPE 3261 wanted to strengthen its bargaining position by creating a public awareness campaign, getting the support of students and staff.

Solution

We threw the book back at the University of Toronto. Taking direct language from course descriptions, we showed their hypocrisy by telling them to “Practise What you Teach.”

CUPE NB - For a Stronger New Brunswick

Television

Situation

CUPE New Brunswick’s iconic fist has gathered substantial recognition throughout the province. Union members and the general public embraced the fist as a symbol of solidarity, plastering it on car bumpers and displaying it proudly in their windows and storefronts.

Challenge

With much talk around “anti-bullying” and domestic violence, the fist in our view, was quickly becoming dated and we wanted to get ahead of the discussion.

Solution

We changed the narrative of the fist. Strategically leveraging it through animation giving birth to a new tagline and an entirely new positioning, letting everyone know that CUPE NB will always be here “For a stronger New Brunswick.” The fist was now, without a doubt, a source of strength and nothing else.

NSGEU - Equal Work. Equal Pay.

Newspaper

Radio

Situation

The Government of Nova Scotia was not willing to change a historic pay scale based on regionality for education workers. Urban school support workers would continue to make a higher wage than rural workers.

Challenge

The negotiations reached an impasse, and NSGEU was forced to go on strike. How could we tilt the tables in their favour?

Solution

Not only was the government being hypocritical in this proposal, but it actually went directly against the salary standard set for government employees. We demonstrated this by highlighting the differences in salaries for the Legislative Assembly across the province (equal) vs the Unionized Workers salaries by region (disparate). This campaign was delivered with a targeted and poignant radio, digital and newspaper campaign.

Our campaign struck a nerve and caused the Government to accept the true meaning of “wage parity.” Our work helped the NSGEU walk away from the table with a win on regional salary equality. The campaign continued our success with supporting union negotiations.

NBU - With You All The Way

Television

Situation

The New Brunswick Union represents a diverse workforce across many different industries. The Union was looking for a link to help establish itself and strengthen its brand.

Challenge

There was no obvious way to link all members of the NBU.

Solution

What all members do share, however, is that they help the people of New Brunswick throughout all stages of life. From the time we’re born (midwives), until the time we once again become dependent on others (long-term care homes), the New Brunswick Union is “with you, and by your side, every step of the way.” We created the tagline, and brand positioning “With You All the Way” with the intentional double-entendre that they are there for the general public and their members.

Additional Technical Challenge and Solution:

There was also quite a technical challenge with the production, because the new campaign was launching during the height of the pandemic. We were unable to access any public location, and anyone featured would be required to wear a mask (eliminating all emotion). So, we used footage we shot the year prior, and added an animated visual element representing the presence of the NBU (it’s “wings”).

Historical Work

NEWSWORTHY CONTENT: UNION COMMUNICATIONS REEL

NEWSWORTHY CONTENT: UC REEL

At Union Communications, we are often asked to produce content to convey our clients’ messages with clarity and impact. As a full-service Agency, the options are limitless, so we've put together this reel to show some examples of our past work and production capabilities. Whatever the job at hand, we create striking materials that get noticed and push our clients’ issues to the forefront; everything from full animation, live action documentary shooting and studio shooting with actors or real employees to full TV commercials with set design, props and actors.

UNIFOR “GENEROSITY"

When General Motors announced a plan to shut down their Oshawa Assembly Plant and set up shop in Mexico, nearly 3,000 loyal workers’ livelihoods were suddenly imperilled. Their union, Unifor, called on Union Communications to produce a series of TV ads urging Canadian consumers to boycott GM vehicles made in Mexico, in favour of Canadian-made products. The first of these ads, entitled “Generosity,” aired during the Super Bowl — the first Canadian union advertisement ever shown during this unrivalled broadcast.

UNIFOR "CANADA NEEDS A PLAN FOR AVIATION"

The aviation industry was decimated by COVID-19. While countries around the world stepped up to support their aviation industry, the Canadian government was doing very little. To highlight the government’s indifference and utter lack of assistance, Unifor tasked us with creating a video in support of their “We Need an Aviation Plan” Campaign. From initial brief to completion, this project was produced in under a week.

NEW BRUNSWICK UNION “BY YOUR SIDE”

For the second consecutive year, we were asked to develop and produce the annual advertising campaign for the New Brunswick Union (NBU). Our objective was to show how NBU members are an integral part of their communities impacting the daily lives of New Brunswickers. With a cost efficient, two-person shooting crew, we toured the province filming real members in real locations, ultimately creating this charming 60-second television commercial that not only captured the spirit of the people but the importance of the union as well.

UNIFOR “STOP FORD CUTS”

From the moment he took power, Doug Ford began slashing public services to the detriment of all Ontarians. His cuts to healthcare, education, and municipalities were the deepest cuts any government had made since the 1990s. Unifor asked us to help draw attention to this travesty and spread the message: “Stop Ford Cuts.” We tackled the issue head on, creating an entire campaign that included television, print, billboards, radio, and digital content - developing all the advertising assets and placing all of the media in market. A true concept to in-market campaign, all done in-house.

UNIFOR “BUILDING OUR ENERGY FUTURE”

In light of global warming and the collapse of world oil prices, Canada faces critical energy challenges. Unifor asked us to produce a two-minute informational video aimed at the general public to convey the importance of protecting workers in that sector while we re-think our energy future and transition to greener alternatives.

UNIFOR “BOYCOTT MEXICO GM”

As a follow up to Unifor’s wildly successful Super Bowl spot, Union Communications created a second nationally televised ad, stressing the importance of Canadian jobs and calling on Canadians to boycott certain GM cars – those with VIN numbers indicating they were made in Mexico. Mixing film footage with innovative animated graphics, the ad was influential in getting GM to sit down with Unifor and resume negotiations to save jobs in Oshawa.

NTV news report Ball Freeze Airport

CUPE “NTV NEWS / BALL FREEZE / AIRPORT”

While in the heat of negotiations, CUPE approached us with an urgent request to create a series of TV ads aimed at both its members and the general public. Working quickly, we collaborated with CUPE NL to develop scripts overnight, and then took charge of casting, filming, animation, editing, and media-buying. We proudly delivered these high-quality commercials in record time — from brief to air in just ten days. The campaign was so well-received that it became a story of its own on NTV’s evening news, bringing extra, no-cost coverage to CUPE’s concerns.

CUPE “DWIGHT BALL’S CROSSROADS”

As a response to provincial plans to introduce austerity measures that would impact CUPE members and many other workers in Newfoundland and Labrador, we produced a commercial based on our client's idea of a board game that no working person can win. With eye-catching, originally-designed props and sets, and excellent performances from local ACTRA talents, we produced a top-quality TV ad at a cost far lower than a big, top-heavy agency would charge.

In preparation for CUPE’s upcoming negotiations with the government of Newfoundland and Labrador, we flew to St. John’s to hear rank-and-file CUPE members express their grassroots concerns in their own words. Our expert filmwork and editing skills resulted in a series of 30-second TV ads that made a big impact across the province with the simplest of concepts: real members, unscripted — genuine, honest, and compelling.