- Project Overview
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
- The film has over 100,000 views
- The issue was brought to a younger audience in an engaging and humorous way
- The campaign was seen as a success by the client
- Quotes and Links