Project: Civic Service Union 52
Client: Civic Service Union 52
Civic Service Union 52 (CSU 52) represents thousands of city workers who provide core services for Edmontonians. Facing years without a wage increase and stalled contract negotiations since 2020, the union sought The Adams Agency to raise its profile, foster community support, and urge decision-makers to prioritize a fair deal for its members despite a challenging city budget. Our goal was to connect CSU 52 with Edmontonians by highlighting the personal and professional impact these workers have on the city, emphasizing that they are not just employees, but neighbours and community builders deserving of wage increases.
Highlights
While at The Adams Agency, I co-led a high-stakes, city-wide campaign aimed at humanizing CSU 52 members and spotlighting their vital contributions to the daily functioning of Edmonton. Tasked with elevating the union's reputation amid a challenging fiscal landscape—including a looming 7% property tax increase—we worked to create the public and political conditions necessary for City Council to return to the bargaining table and support a fair deal for the CSU 52 workforce.
As the lead copywriter, I crafted compelling narrative frameworks and messaging across all platforms. I also served as project manager for our multimedia vendors, overseeing the execution of TV, radio, billboard, and print advertising. In addition, I led influencer strategy and activation to broaden the campaign’s reach and relatability. I also supported issues and crisis management throughout the campaign to ensure message consistency and reputational protection.
Campaign Results:
328M+ online impressions and extensive earned media, including multiple front-page stories in the Edmonton Journal
1,666 letters, 501 surveys, and 497 voicemails sent to City Council
17,983 unique visits to the campaign website
28% increase in public awareness of CSU 52
77% of those aware held a favourable view of the union
83.5% ratification of the new deal by CSU 52 members
Strike averted and leadership changes initiated at City Hall
The campaign also earned our team six IABC Edmonton Capital Awards in the categories of: Media Relations, Marketing, Advertising & Brand Communications, Social Media, Experiential Events, Government Relations & Public Affairs, and Issues & Crisis Management.
Later we were recognized internationally for an IABC Gold Quill Award of Merit and Best of the Best Award in the Issues & Crisis Management Category.
Creative
