SEIU Healthcare is Canada’s healthcare union, representing more than 55,000 frontline healthcare workers who work in retirement and nursing homes, homecare and community services, and hospitals throughout Ontario. The primary objective of SEIU Healthcare is to ensure that the work of their members is recognized and valued by employers. They also take on the responsibility of ensuring the voices of frontline workers are heard and respected at the political level when decisions are made about healthcare delivery.
In order to achieve both objectives, the Communications office within SEIU came up with a robust engagement plan to listen, collect and relay the voices of the members. By focusing squarely on our members and employing empathic research methods, we gained insight into what matters most and lead to the shift in the tone and delivery of the communication pieces. Starting with a complete redesign of the year end report, then social media and website to our advertising strategy and public facing campaigns.
The end of year report was transformed into a keepsake, instead of just being a recap of events, it became a celebration of member profiles, stories and achievements.
The report is also available fully on line to ensure widespread share-ability, and to the delight of our memebers, it mimicked the flipping of an actual book.
Purple Day is a recurring yearly event, where the members celebrate being part of SEIU Healthcare (purple being the main brand colour). To ensure wide participation, fun contests and prizes promoted the day and encouraged the members to create videos, write and perform songs, bake elaborate cakes etc and share their activities back. It created a sense of camaraderie as well as friendly competition within and across locations. The posters reflect the fun and lightheartedness of the day, and the event is also promoted online and on social media.
Communication pieces, such as the one below, help engage non-members and promote the benefits of belonging to a union. The information is accessible and friendly, yet informative.
Public facing events, such as the Media Meet & Greet, brought together journalists and members as well as representatives from the union. It was important for the event to be as informal as possible to generate conversations and build a rapport. the invite is shown below as well as a promotional item shaped like a pill box that contained branded chocolate candy.
Advertising the union and celebrating the various backgrounds of our members also helped establish the union message and ensured brand recognition. Members and no-members alike are asked to share their stories and help promote the message that together we can make a difference and #RiseforHealthcare.
Insights from member interviews and polls, indicated the topics and issues that were top of mind, retirement being one.
