Union Communications | Canada’s original union advertising agency

case studies

CUPE NS - Anti-privatization Campaign

"Keep Out" - TV

"Less For You" - TV

The Situation

The privatization of public services is a major concern in Nova Scotia, especially with the Conservative government in place. As the government looks to privatize more and more sectors and services, there is an increasing concern for both the residents and the union members that services, infrastructure, pay and working conditions will suffer.

The Challenge

Privatization is a convoluted and confusing term for members and the public alike. There are powerful and loud lobby groups touting its benefits and muddying the waters as to what “privatization” actually means. We needed to drill down through the complexity to a singular truth and explain it in a way that would be easily understood by the public while also rallying our members.

Solution

“Keep privatization out of our pockets.”

It all stems from a simple insight. The one thing private companies won’t cut or give up is their profits, sitting anywhere between 20-25% of revenue. That means that 20-25% of your tax dollars are simply going into their pockets. That means 20-25% less hospital staff, 20-25% less roadwork, 20-25% less, period. We worked off this insight to create two videos that highlight the root of this challenge. These videos represent our year one “evergreen” approach and are not sector specific. As we move into subsequent years, we will be drilling down into the challenges for specific sectors like healthcare and infrastructure.

NSGEU - Brand Campaign

Digital

Radio

Television

The Situation

NSGEU was needed to find a unifying identity for the union. They were communicating on behalf of many separate groups but all the work felt like it was missing a unified thought.

The Challenge

The member groups of the NSGEU are varied and disparate in their nature. From medical techs to park rangers and janitors to ferry boat captains. How could we find a way to unify the members under a single identity?

Solution

“Rise Together.”

The groups may be disparate but they do share commonalities. In all their occupations they help the people of Nova Scotia in every facet of their lives. And like a rising tide raises all ships, the members of the NSGEU and all Nova Scotians Rise Together!

ALPA - Brand Campaign

Out of Home

Big Box

Radio EN

Radio FR

Television

The Situation

The Air Line Pilots Association represents 95% of the pilots across Canada. They keep our country connected and are a critical component of the Canadian economy. As they were heading in to Air Canada negotiations, they needed a unifying idea to support the valuable role pilots play in our lives.

The Challenge

The profession of piloting in Canada is distressed. Pilots are leaving for other countries, and at a time of record profits for airlines, Canadian pilots were making 40% less than their American counterparts. Deteriorating working conditions are having a serious impact on air travel for Canadians and pilots alike. We needed to remind the traveling public and the Parliamentarians how important pilots are in the fabric of our society.

Solution

“Elevate before you attack.”

We needed a “halo” campaign to remind Canadians of the reverie we have for pilots. With very tense negotiations with the major Canadian airlines on the horizon, we needed to garner public support in advance of the media coverage around any potential action. Basically, predispose Canadians to side with the pilots when contract negotiations become national news.

OPSEU - Sector Support

Social

Digital Audio

The Situation

OPSEU’s hospital professionals are facing a staffing crisis due to chronic underfunding, burnout, and reliance on private agencies. Raising public awareness was crucial to push for solutions before upcoming negotiations.

The Challenge

Hospital professionals are the invisible backbone of our healthcare system. Ontarians rely on them for every stage of care—from diagnosis to recovery. When these workers are burnt out or forced out by poor conditions, wait times grow, care quality suffers, and everyone is at risk. We needed to mobilize public support through pressuring the government and hospital leadership for better funding, recognition, and better working conditions.

Solution

“No Care Without Them.”

We brought hospital professionals to the forefront through impactful visuals, highlighting an MRI machine marked with a bold red “Help Wanted” sign, as well as strong audio storytelling creative. This striking image became a defining symbol of the staffing crisis, conveying the essential yet often unseen role of these workers and the urgency of the situation. The campaign reached audiences through digital channels and a dedicated microsite, where Ontarians could learn more and send messages directly to the Premier, key health-care leaders, and the Minister of Health, in support of Ontario’s hospital professionals. This approach not only educated the public but also transformed awareness into active support.

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.

Out of Home Newspaper Radio Spot

CUPE 3261 - Practise What You Teach

When the University of Toronto imposed a hiring freeze, refusing to replace retiring members and excluding CUPE 3261 workers from new campus construction projects, they claimed it was a “cost-cutting” measure. But with an annual budget of $3.23 billion, the reality was clear—it was union busting. CUPE 3261 turned to Union Communications to launch a bold public awareness campaign aimed at rallying students and staff in support of their fight. Our ads called out the university’s hypocrisy by using direct language from course descriptions, boldly urging them to “Practise What You Teach.”

Television

CUPE NB - For a Stronger New Brunswick

CUPE New Brunswick’s iconic fist had become a powerful symbol across the province. Union members and the public proudly displayed it everywhere—from car bumpers to windows and storefronts. But with growing conversations around “anti-bullying” and domestic violence, the fist was beginning to feel outdated. CUPE NB turned to Union Communications to refresh the symbol and get ahead of the conversation. Through striking animation, we transformed the fist into a renewed emblem of strength, launching a new tagline and positioning that made it clear CUPE NB stands “For a stronger New Brunswick.” The fist was no longer just a symbol—it was a source of unwavering power.

Newspaper Radio Spot

NSGEU - Equal Work. Equal Pay.

When the Government of Nova Scotia refused to update a decades-old pay scale that favored urban education support workers over rural ones, NSGEU turned to Union Communications for help. We exposed the government’s hypocrisy by contrasting equal Legislative Assembly salaries with the stark wage disparities among unionized workers. Our targeted campaign compelled the government to acknowledge real “wage parity,” helping NSGEU secure regional salary equality and strengthen their bargaining position.

Television

NBU - With You All The Way

The New Brunswick Union represents a diverse workforce across many industries but lacked a unifying brand connection. Union Communications highlighted what all members share: supporting New Brunswickers throughout life’s journey—from birth to long-term care. We created the tagline and positioning, “With You All the Way,” expressing their commitment to both members and the public.

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.