UNISON launches advertising blitz to boost recruitment

UNISON, the UK’s largest union, is aiming to boost recruitment and fight back against the Government’s public service job cuts with its brand new advertising campaign ‘Essential Cover’.

The union is once again blazing a trail with a series of ads on TV as well as in national, regional and trade press, with on-line and digital activity coming to the fore. The campaign burst begins on Monday 11 March and is scheduled to cover an initial 4-week period with more advertising planned.

The union nationally, regionally and branch by branch is using its campaign as a launch pad for more activities and recruitment events across the UK.

The ‘Essential Cover’ message was developed by UNISON, following extensive independent research as well as in-depth focus groups and mosaic profiling to explore what attracts or would attract people to join UNISON.

Dave Prentis, UNISON General Secretary, said:

‘The campaign is being launched at a time when public services are under unprecedented attack from Government. It is a tragedy that in 2011 270,000 jobs were axed in the public sector and that figure is predicted to rise to1.2m by 2017/18. 

‘We need to get the message across to members and potential members that we can provide them with the essential cover they need to help them through these tough and uncertain times. 

‘Unions came into being in tough times and it is good for people to know that they have somewhere to turn when they face losing their jobs, getting into debt, in need of legal help or just want a cheaper insurance deal. Our members have had their pay frozen for three years and any way the union can to help to save their families money is appreciated.’

The campaign uses a test and learn strategy – that the union can use to evaluate the response rate – with the use of dedicated helpline numbers for people ringing in to join the union.

Campaign details

The TV ads will appear on ITV Granada, STV and Yorkshire as well as ITV 3 and Channel 5 and C4 Sales (UKTV), S4C, Sky media, Turner and Dolphin.

National newspaper ads are being placed in the Daily Mirror, Metro (national) Daily Star and Daily Record. 

Regional press includes Birmingham Mail, Bristol Post, Coventry Telegraph, Daily Post, Derby Telegraph, Gloucester Echo, The Citizen Gloucester, Grimsby Telegraph, Huddersfield Examiner, Hull Daily Mail, Leicester Mercury, Liverpool Echo, Liverpool Post, Manchester Evening News, Newcastle Evening Chronicle, Newcastle Journal, Shropshire Star, South Wales Evening Post, Stoke Sentinel, Teeside Gazette, The Herald Plymouth, West Midlands Express and Star, Western Daily Press and Western Morning News. 

Digital Activity – NHS Network, local council network, recruitment sites, google display, emails and AMRA regional newspaper sites.