NEW YORK — The six-month-old Union of Needletrades, Industrial & Textile Employees will launch its first national ad campaign today, with the tagline “The Face of Change,” and a song of the same name to go with it.
The union said the campaign is aimed at increasing public familiarity with the new 300,000-member UNITE — a merger of the ILGWU and ACTWU — and to position it as a force for social and political change. The nation’s two main apparel and textile unions joined forces last July.
“UNITE benefits tremendously from having two predecessor unions with a long history of activism,” said Jay Mazur, president of the union. “That spirit is very much alive today in the new union, and it is that spirit we hope to convey in these ads.”
Created by Greer, Margolis, Mitchell, Burns & Associates of Washington, D.C., the campaign includes TV, radio and print. The union would not reveal the budget for the effort.
“It’s a modest amount,” said a spokeswoman. “Let’s just say it’s less than corporate America would spend on an ad campaign.”
The TV portion, consisting of two 30-second spots, is slated to begin running nationally today through Feb. 11 on various programs on CNN and in select markets on shows such as “Today,” “Good Morning America,” “Prime Time Live,” “Nightline,” “60 Minutes,” “20/20,” “Meet the Press” and “Face the Nation.”
The print ads will appear in the national editions of the New York Times and the Washington Post on Wednesday, in select editions of the Wall Street Journal next week, and in WWD and Daily News Record on Tuesday. UNITE will also be a sponsor of two National Public Radio shows — “Morning Edition” and “All Things Considered.”