Understanding union advertising and public relations campaigns

Part 1 (of 4)

In the context of the affordability crisis, conflict with some employers is inevitable. If we want them to do their part to make your life more affordable for you, we’re going to have to push them.  

Going on strike is not the only option in that regard. In fact, giving up your income, and collecting strike pay while you stand on the street, while necessary in some instances, is hardly the best option for workers.

What other tools do unions have to bring pressure to bear on companies to ensure workers are treated fairly? Many workers strongly prefer a public relations campaign to going on strike. But public relations campaigns can create their own discomfort and anxiety.

It’s no fun to see your workplace being criticized in the media. Naturally, workers want to feel proud of where they work. On the other hand, workers also know that they need to support their union to ensure there is justice and fairness in their workplace.

President Thomas Hesse speaks to the media about Cargill workers.

Local 401 has repeatedly used advertising campaigns and public relations campaigns to win for workers.

In 2013, almost 10,000 employees who work for Superstore went on strike in Alberta. Months of advertising ahead of that strike put so much pressure on the Company that the strike only lasted three days.

In 2020, a public relations campaign shut down the Cargill High River Plant and saved workers’ lives as the Company was not protecting those employees.

The right to speak to the public on behalf of workers was won by your union in 1999.

UFCW members were on strike against Kmart in BC. It was a retail store that sold a mix of groceries and general merchandise.

UFCW pursued a public relations campaign to get its message out. Back then, social media didn’t exist, and our union’s campaign involved printed materials. But the strategies are essentially the same using different tools.

It is important to remember that the right to speak to the public was a right that your union fought for by the United Food and Commercial Workers. The Canadian Charter of Rights and Freedoms protects freedom of expression and the UFCW went to the Supreme Court over this issue.

Here’s what the Supreme Court said in 1999:

The vital role that freedom of expression plays in advocating for workplace fairness acts as the basis for all your union’s advertising and public relations campaigns.

While the decision specifically notes the important role that these efforts represent for retail workers, your union knows that using as many ways of pushing back against large and wealthy corporations as possible is important to most of our members.

Strike action is always a possibility when pushing employers to do the right thing. But advertising and public relations have been equally effective in winning the victories our members need, both in the past and into the future.

Stay tuned for more updates on these important strategies used by your union to fight for you!

Posted on: January 31,2025