RALLY

RALLY is a communications firm that works to influence the way people think about and respond to political and social issues

by

SEIU

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How do you help 85,000 frontline healthcare workers make their voices heard and win better jobs against a corporate giant in the industry?

Strategy

On the brink of the largest labor strike in the United States in over two decades, RALLY helped support the contract negotiations of 85,000 Kaiser Permanente workers through a dynamic paid advertising campaign. Working with our client SEIU United Healthcare Workers West we developed a strategy aimed at making our campaign feel like it was “everywhere” despite a modest budget relative to our well-resourced and well-known opponent. We also utilized messaging that forced Kaiser to be accountable for its own brand-driven image.

Execution

Our team placed targeted ads on a variety of platforms including TV, radio, print, mail, mobile billboards, and digital to create a surround-sound effect for Kaiser patients, employees, and especially management. Over the course of the campaign, we rolled out a series of creative content aimed at maintaining public pressure on Kaiser to live up their ”thrive” brand and make patient care and quality jobs a priority. The content was promoted to a targeted audience of campaign website visitors, social media engagers, as well as a first-party insider audience including Kaiser executives, their neighbors, and Kaiser employees across the country.

Results

RALLY’s award-winning ad campaign contributed to Kaiser workers reaching a contract agreement that raises standards in the industry. The new contract became a source of recruitment for healthcare workers interested in organizing a union in their workplace.