UNISON: A Million Voices for Public Services

THE GOOD AGENCY

CLIENT• UNISON

THE TEAM •Chris Norman, Michael Wright, Derrin Stent, Emma Amato, Ant Ludlow. Other contributors: LHA — Production, Anthony Wilcox — Freelance, Danny Cohen — Freelance.

WHAT IS WONDERFULABOUT THIS WORK? • Our idea made the political personal by showing the impact that public spending cuts would have on individuals. UNISON saw a 33% uplift in memberships with a lifetime ROI of 44:1. Over 19,000 people have signed the petition to date, and the film was viewed over 9,000 times.

OBJECTIVES • Gain support for UNISON'S views on public spending cuts. Engage voters in the debate. Recruit new members.

STRATEGY AND TARGETING • Before the 2010 election the debate about public spending cuts was almost entirely one-sided, with UNISON – and the 1.3 million people it represented – almost entirely excluded. Cuts were presented as reasonable and inevitable, but no political party was prepared to say where they would be, or acknowledge that real people would be drastically affected. We knew the recession had drastically narrowed peoples’ frame of vision — what mattered most was closest to home. That's where our message had to hit. Our approach was to make the cuts personal. People don't really care if a few bureaucrats lose their jobs. But they care if their elderly relatives’ helpers go. They care if there are fewer teaching assistants in their schools.