After months of anti-union television commercials, the union-supported
group American Rights at Work has launched a $5 million nationwide
ad campaign aimed at building public support for the Employee Free
Choice Act. The ads started airing on Labor Day and will run several
times a day through Sept. 28.
The Employee Free Choice Act — a bill in Congress that would
make it easier for workers to unionize — is the U.S. labor
movement’s top legislative priority. Anti-union groups, including
the U.S. Chamber of Commerce and the corporate-funded Employee Freedom
Action Committee, are campaigning against the bill this election
season, and trying to tarnish Democratic candidates who support
it.
“Some union bosses and their politician friends want to do
away with privacy when it comes to join a union,” says one
such ad. The anti- Employee Free Choice Act campaign hammers away
on one feature of the bill — it would require employers to
recognize a union if a majority of workers signed union cards. Right
now, employers get to decide whether they want to recognize the
union that way, or force a government-run election. If unions get
to make that choice, they might opt for the “card-check”
method, which would make a “secret-ballot” union election
unnecessary.
The U.S. Chamber of Commerce is silent about intimidation by employers
opposing unionization, but says it’s concerned that union
organizers will intimidate workers into signing cards.
The new American Rights at Work ad, on the other hand, paints the
bill in a positive light. The ad says the Employee Free Choice Act
helps workers get a union — so they can improve their lives.
“We’re not trying to respond to their misleading message
frames,” said American Rights at Work spokesperson Josh Goldstein.
“They’ve crafted their message to be about secret ballots
and intimidation. Those images of intimidation strike a nerve, regardless
of the fact that it has nothing to do with this issue. We’re
trying to switch focus to what unions can do for you in making a
better life.”
“CEO salaries and benefits are getting fatter and fatter,”
a female voice- over says in the Oregon version of the ad, “while
workers face soaring gas prices, foreclosures, and rising health
care costs.” The visual at this point is an expensively-dressed
“CEO” sitting at one end of a see-saw. He laughs uncontrollably
as the see-saw tilts in his favor. On the other side of the see-saw
is a “worker” wearing a toolbelt.
But the ad continues: “The Employee Free Choice Act gives
workers the freedom to form a union so they can earn better wages,
retirement security, and health care coverage,” the narrator
says. The CEO stops laughing, and now the camera shows the worker
with a tool belt has been joined by four other workers. The see-saw
now tilts their way.
The ad closes with a Web address — FreeChoiceact.org
— and a pitch: “Call Gordon Smith. Tell him to support
the Employee Free Choice Act and stop siding with wealthy CEOs over
working families.”
Identical ads naming other opponents of the Employee Free Choice
Act are running in Alaska, Maine, Minnesota and New Hampshire. And
a version of the ad without the pitch airs on nationwide television,
including CNN Headline News and MSNBC.
The Oregon version of the ad can be viewed at youtube.com.
