“I know I’m doing my job well when Sue Ann Levy attacks me”: the media campaign experience of the Toronto Public Library Workers, by Maureen O'Reilly

A Presentation by

Maureen O’Reilly

President

Toronto Public Library Workers Union (TPLWU) Local 4948 (CUPE)

Presentation to Canadian Association of Labour Media, Toronto, November 8, 2014

I Know I am Doing My Job Well When Sue Ann Levy Attacks Me: the Campaign Experience of

Thursday, 13 November, 14

Our Public LibraryEngaging Patrons: Fight back on the 2012

Toronto Budget & Beyond Where we began (Collective bargaining

September 2009) THE Campaign (July 2011 – January 2012) Collective bargaining (March 2012) Research Great Equalizer (November

2012) THE Second Campaign WOTS and the

2014 Budget (Fall 2013)


OurPublicLibrary.to

Where we began (Collective bargaining September 2009)

Social advocacy software, community engagement, and allies

The Campaign Team Branding & the Library Workers Social Media & the Library Workers Wrap Up and Fall Out: Sue Ann et al


Where We Began

Collective Bargaining 2009


Our Public LibraryEngaging Patrons: Fight back on the 2012

Toronto Budget & Beyond Where we began (Collective bargaining

September 2009) THE Campaign (July 2011 – January 2012) Collective bargaining (March 2012) Research Great Equalizer (November

2012) THE Second Campaign WOTS and the

2014 Budget (Fall 2013)



THE Campaign

February 2011 – January 2012




Ourpubliclibrary.to










61, 246Emails


Campaign Video


Contest Winner Video


Lessons Learned

Get the best team Make it easy for the public to participate Go out to the community Cultivate community partners and allies A little lady luck $$$$ keep it interesting (the contest) Research/polling


The Campaign Team

Responsive, Nimble, Collaborative, Passionate, Hard Working,

Flexible, Fearless




The Team

TPLWU Local 4948 Membership The Executive Board The Executive

Committee The President

Reno Associates Bill Reno and Robert

Murdoch Jim Thompson

Communications Jim Thompson and

Jason Myers



Branding & the Toronto Public Library Workers


Our Image







THE SECOND Campaign

Word on the Street, Library Budget Forum at City Hall and

the 2014 BudgetSeptember 2013 – January 2014









Campaign Video


Social Media & the Toronto Public Library Workers


www.local4948.org

@local4948 @4948President

TPLWU Social Media Accounts

http://www.pinterest.com/local4948

ourpubliclibrary.to

www.facebook.com/TPLWULocal4948


http://www.local4948.org/

http://www.local4948.org/



http://ourpubliclibrary.to/

http://ourpubliclibrary.to/

Wrap Up and Fall Out: Sue Ann Levy et al



The Fall Out

Sue Ann Levy attack columns

Raise the issue of my deceased partner

Rob and Doug Ford Councillor Jaye

Robinson and the liar accusation

TPLB motion against

our campaign in January 2014Declared as lobbyists incl for purposes of collective bargainingTPLB Chair threatens to sue President for slander over a tweetCesar Palacio sues Bravo Campaign


Change the

conversation


We have an Important Role to Play!CUPE National Library Workers Committee – foremost role is to increase library workers profile across Canada

Ontario Library Workers Committee – foremost role is to increase the profile of library workers in the province

CLA, OLA

Library Technicians Association

Progressive Librarians Guild

iSchools

Colleges

Publishing

Library Boards

City Council

Arts Celebrations like Word on the Street





News & Politics

“I know I’m doing my job well when Sue Ann Levy attacks me”: the media campaign experience of the Toronto Public Library Workers, by Maureen O'Reilly