Engagement and Onboarding Campaign
The intent of the campaign was to raise awareness of AUPE among our membership, show you that AUPE is working for you, and to help onboard you onto our organic social media program so you continue to see our ongoing communications and stay engaged with your union.
The ads were in market from January 16 to March 24.
Working Short Traditional Radio Campaign
We ran a radio ad on traditional radio in rural Alberta highlighting the issue of working short in the public sector. Our messages included highlighting that Alberta is suffering from a staffing crisis, that Albertans are not getting the services they need, that we need to support and fund public services, and that privatization is not the answer.
The ad was in market from March 20 to March 31.
Working Short Digital Radio and Spotify Campaign
Using the same content as our traditional radio campaign, we communicated messaging through digital radio and Spotify.
The ad was in market from March 27 to April 14.
Issue and Sector Based Digital Advertising Campaign
For this campaign, we took a sector-based approach, running ads for each of the sectors our members work in. They messages for this campaign included demanding public services be supported and funded, highlighting the negative impact of reduced resources and overworked staff, the need to support Alberta’s students (as our members do through their work), and the need to reject privatization. When they were clicked, the ads directed readers to webpages that had longer form content expanding on our messages. We served these ads to the audience on whichever websites and mobile apps they happen to visit or use, on Facebook, and Instagram.
“Closer Than You Think” (Joint Campaign with the BTA) Phase 1: Survey
We are undertaking a joint initiative with Building Trades of Alberta (BTA) in a multiphase campaign. For the first phase, we created a survey to identify households that contain both AUPE and BTA members. Identified members will then be engaged in future aspects of the campaign. Ads were served on Facebook and Instagram.
The ads were in market from April 20 to May 24.
Working Short Email Action Campaign
We are continuing our months long multichannel campaign on working short/short staffing in the public sector, including health care and education. We launched a Facebook and Instagram campaign calling on elected officials to advocate for more funding and appropriate levels of staffing. The digital ads link to an email action page. People input their name and postal code on the form that includes a prewritten email, and the tool will send that email to their local MLA and the Premier.
The ads are in market from June 5 to July 1.