Privatizing Public Services

Our client required a proposal for a campaign to stop the privatization of a provincial liquor board. Other government operations were on the block as well, which meant the reduction of crucial services to a largely rural population.

Union Communications met with the Union’s Executive Board and, after a lengthy discussion, produced a full campaign proposal.

• Billboards, print materials such as leaflets and fact sheets were designed, written, produced and distributed. Local unionized printing shops were used along with other local talent.
• An overall campaign look was developed through the use of graphics, type faces and colours.
• A series of photographs highlighting union members at their work were shot. These photographs provided the basis of the billboards, advertising and leaflets.
• A comic/colouring book was designed, written and illustrated, to be given to children who were recipients of public services. They were advised to take the comic book home to their parents.
• Research was conducted into the costs and benefits of maintaining public services, including public control of liquor distribution. The sub-message for each service that was identified as threatened was tailored to address that specific service while the campaign slogan was maintained.
• A media launch was organized which garnered coverage from across the province. Followup interviews with major media outlets were organized, and coaching of the interviewees occurred. Interviews were also arranged with local union members, who helped to explain the issue and how it affected the public in their own words.
• An organizing workshop was lead by Union Communications staff and a workshop to help the Executive to learn techniques to evaluate the effectiveness of a campaign was held.