This past January, O’Neill and Associates was approached by Teamsters Local 633, a New Hampshire-based labor union of employees in the transportation and delivery industry. The Teamsters were concerned by the pending passage of “Right to Work” legislation in the New Hampshire State House. The proposed bill was expected to significantly weaken the strength of labor unions in NH. With only a few weeks until a final vote, O’Neill and Associates was able to launch a high-impact, month-long campaign to mobilize the Teamsters’ 4,700 members against Right to Work. O’Neill and Associates, in collaboration with the Teamsters, focused engagement efforts on three areas: traditional media, social/digital media, and member-to-member communication.
O’Neill and Associates helped generate news stories and editorials urging the House of Representatives to vote Right to Work down by targeting outreach to reporters, editors and freelance journalists on the hazards of the bill.
In addition to targeting traditional media outlets, O’Neill and Associates helped Teamsters Local 633 leverage their Facebook account to create and maintain online activism – motivating supporters and providing them with easy-to-understand action items. The Teamsters’ Facebook page was used to post low-dollar paid promotions as well as organic content, and served to amplify the key messages of the campaign and convert awareness into targeted action.
Finally, O’Neill and Associates was able to engage the union’s own members through an internal email campaign. This campaign provided members with news updates, calls to action and contact information for key legislators.
The energy and enthusiasm throughout this one month campaign against Right to Work paid off. On the day of the vote, a significant minority of New Hampshire House Republicans joined almost all House Democrats to block passage of the bill, in spite of a last-minute lobbying push by the Governor and Speaker of the House. The final outcome in New Hampshire was an outlier to the national trend of Republicans efforts to successfully implement Right to Work in many states, This campaign can now be a model for other labor unions around the country on how to defeat Right to Work in their communities.