JHL (20.12.2013 - Heikki Jokinen) JHL has started a new marketing campaign with the slogan May the force be with us. The line is a well-known one from the Star Wars -movies, but it sums up well what the world of trade union work is all about.
The union provides the force for the challenges in working life, but the union itself is also a force, which has the power to influence society and working life. The idea behind JHL’s campaign is to combine and connect elements from popular culture with the real and formidable story of organised labour.
"We are saying that no one has to be left alone. JHL is defending your rights in working life. We also seek to defend welfare services as a whole", says Kauko Ala-Nikula, the JHL Head of Communication.
The new material is already being used in JHL information sources, but it will mainly take effect in 2014. "We will distribute a set of four posters to working places. All the posters encapsulate something already familiar with the union’s message", Ala-Nikula says. The posters refer to literature, tv-series and an iconographic poster.
One part of the campaign is a new presentation video of the union. It has a very clear message: with the union behind you, you do not have to stand alone, it stands with you.
As Finland is a bilingual country the material will be produced in both national languages Finnish and Swedish. JHL have members from both language groups.
JHL is also organising a Force competition for its local chapters. These will be asked to supply photos or videos on what is the secret of their force in the working place. Is it motivation, joy, working together, having results or what?
The winning group will get to have a Force day at the JHL house in Helsinki. They will meet the union president, be treated to a recreational programme and enjoy a top-class dinner. The union will cover travel and accommodation costs.
One part of the campaign is the Force blog where people are enjoined to write about their views as to what gives us force in working life. The union president Jarkko Eloranta opened the blog with his text in December.