Posts Tagged ‘union’

Your members can help you make the most of your next social media communications opportunity

Thursday, July 23rd, 2015

Twitter photo from #ImInWorkJeremy campaign

We’re strong believers in the power of members as messengers, especially in the socially networked era. And the latest proof of that power comes from a spontaneous campaign among doctors working in the UK’s National Health Service.

Last week, UK Health Secretary Jeremy Hunt threatened to impose mandatory weekend working on hospital doctors in England. He claimed people were dying because of a “Monday to Friday culture” in the NHS.

He’s far from the first right-wing politician to insinuate that people working in the public sector are lazy. It’s an article of conservative faith that public-sector workers don’t make that extra effort the sainted private sector would demand.

Yet in conservative-led jurisdictions, public-sector employees are working harder than ever, trying to bridge the gaps created by cutbacks from, yes, conservative politicians. They’re far more committed to the people they’re serving than their right-wing employers are.

For communicators, the challenge is to make that point without playing into the right-wing narrative by sounding entitled or whiny.

NHS doctors rose to that challenge with a spontaneous campaign dubbed “I’m In Work Jeremy,” started by a trainee doctor. Within just a few days, thousands of them had posted selfies: photos of themselves and colleagues on the job, on the weekend, tagged with #ImInWorkJeremy. As of today, the hashtag has appeared more than 125,000 times.

And the impact went well beyond social media. Mainstream news outlets picked up on it, starting with a news website for GPs and eventually drawing coverage from The Guardian, the BBC and more.

What did #ImInWorkJeremy do right, and what can you learn from it for your next campaign? Here are seven lessons: (more…)

Your members may be your most powerful messengers

Tuesday, April 30th, 2013

Still image from BCTF ad Teachers SpeakWhen you’re creating an ad, the sheer range of choices available to you can make you feel like a seven-year-old set loose in a giant toy store. Brainstorming sessions sometimes go something like this:

“We could have a talking CGI animal!”
“Wait, how about a movie trailer parody?”
“Oh! Oh! We could get Carly Rae Jepsen and Justin Bieber to sing a duet about wage parity!”
“Yeah, I like that! And we do it against a backdrop of kittens playing among ancient Greek ruins…”
“We could crowdsource the kittens in a nation-wide contest, and the winner would get a CGI version of their kitten…”
“…voiced by…three words: William. Freakin’. Shatner.”

High-concept ideas are sometimes perfect for the communications task at hand… but not always. Often, a simple, direct approach can deliver a message with far more impact. When people feel like you’re speaking to them honestly and authentically, they can be more open to your message. (more…)

The kids are back to school. Now what?

Tuesday, August 30th, 2011

It’s that time again. Families across Canada have pulled out the backpacks and lunch bags. They’re getting back in the swing of things with schedules and supplies. They’re thinking about what each child will need to succeed.

At NOW, we’re thinking back to school, too — helping teachers tell the story of what’s happening in their classrooms and how it affects students.

Dreams :30 TV — BC Teachers’ Federation

Teachers do their very best to connect with each student and inspire them to realize their dreams. Teachers in BC highlight the loss of funding in public education that's making it harder to help every child succeed. They are calling for restored funding in this multi-media campaign — so BC classrooms have more resources, and teachers have more time for each student.

Have you been to school lately? A lot’s changed! (Manitoba Teachers’ Society :30 TV)

There is a lot that’s changed about schools these days — and one Manitoba Dad walks us through the improvements in public education. Progress in many areas has made Manitoba schools great — and teachers are actively seeking smaller classes to make them even better.