Client: SEIU

Project: July 17th Action Campaign

  • Project Overview

    • Dates of Campaign: April 2008 to present
    Service Employees International Union (SEIU) is focused on uniting workers in four sectors–-hospital systems, long term care, property services, and public services–-SEIU is the largest health care union, the largest property services union, and the second-largest public employees union. SEIU is the fastest-growing union in North America, with 1.9 million members in the United States, Canada, and Puerto Rico.

     

    SEIU hired NPI to help broaden their appeal and reach out to a younger audience. NPI produced the video described above and developed a marketing campaign to spread the video virally on the internet and via word-of-mouth.

  • Campaign Elements
    • Acted as Executive Producer of short film
    • Hired production company and director, La Lutta NMC
    • Oversaw hiring of talent – Lewis Black, actors and extras
    • Worked closely with director on all pre, onsite and post-production
    • Created partnerships and marketing opportunities
    • Created a comprehensive list of content aggregators and a broad list of partners from websites to blogs to organizations in the fields of entertainment, media, social justice, human rights and politics.
    • Pitched partnership relationships to all of these groups.
  • Results

    • Campaign still in progress

  • Quotes and Links