Government/Trade Bodies & Unions

UNISON Campaign: Strong yet Caring

Background

UNISON is the largest public services trade union in the UK. They represent people working across public services across the country - in local government, the NHS, education, social care, housing, policing, transport, utilities, community and environmental services.

The Challenge

The original challenge was to develop an awareness campaign that would reposition UNISON to its members, prospective members, politicians and the general public following the formation of UNITE, an amalgamation of two competitor unions (Amicus and T&G) in 2007. Following the success of this initial campaign, The Good Agency was tasked with refreshing the campaign to emphasise their unique understanding of their members and their care for them on a one to one level which sets them apart from its competitors.

Strategy

UNISON may have lost its claim as the UK's biggest union but it still had a huge 1.3 million members and key stakeholders to represent. With this in mind, the aim of the original campaign was to present the union as the powerful collective voice of its 1.3 million members but also a voice that was able to care for and speak to individual members on a one-to-one basis, understanding and listening to their problems. We developed an integrated communication plan that touched all their audiences.

The campaign refresh had to build on this success and further reinforce the message that UNISON may have strength in numbers but it is also a union that understands its members and can provide one to one care for public service workers. The aim was to develop the profile and awareness of UNISON, encourage recruitment and retain existing members by making them feel pride in their union, reaffirming that UNISON is the only union that can represent their individual needs.

Results

Feedback from UNISON members following the launch of the campaign was extremely positive with support materials requiring several reprints. The campaign still resonates well with members and key stakeholders alike.

In July, The 'Strong Yet Caring' campaign was awarded 'Best Campaign' at the 2008 Trade Union Communication Awards. Judges awarded it on its imagination, concept and materials.