With increasing levels of contraband liquor of unknown origin being illegally transported into Canada, the Candian Distillers Association was faced with not only declining revenues but increased threats to its employees – physical and livelihoods. Faced with a situation that threatened the disappearance of the industry, the CDA undertook a public affairs campaign to educate consumers on the negative effects of excessive taxation on their Canadian-made products. From job loss, reduced tax revenue, to higher law enforcement and social costs associated with illegal activity, the industry pulled out all stops to educate the population and legislators on the significant negative impact of contraband and the simple remedies to create conditions in which Canadian distillers and their employees could continue to win.
PRG developed a high-impact visual campaign anchored around the theme 83/17, representing the taxes levied by government on distilled spirits and the meagre remains that returned to the distillers to cover product costs (raw material, salaries, distribution, marketing). The three-month campaign was kicked off by a protest march by employees to put a human face on the job losses that had occured and were pending if action was not taken to curb the illegal import of contraband product. In tandem with the employee action and media information campaign, the consumer public was canvassed in a massive “vote” by which “ballots” in the form of coasters were distributed in licensed establishments which patrons were encouraged to fill out. The ballots were collected and the “votes” tallied (read out) live on the steps of the provincial legislature. More than 80,000 votes were collected calling for the reduction of excessive taxation on distilled spirits.
The following slide show captures the powerful launch visual of the march on the Premier of Quebec’s office. In addition to national exposure on newscasts, the launch event made the front page of both of Canada’s national newspapers, as well as the largest newspapers throughout Canada.
Now merged under the Dairy Farmers of Canada, PRG worked with the Science and Technology Division of Dairy Bureau of Canada — the national organization responsible for the generic promotion of Canadian dairy products — on the promotion of the many healthful aspects of dairy products. Our efforts included organizing the International Symposium on Osteoporosis and other educational conferences for the medical community. The events included talks by prominent authorities on the benefits of vitamin D including findings of studies of vitamin D conducted by Cedric F. Garland, Adjunct Professor, Department of Family and Preventive Medicine Cancer Prevention and Control Program, Moores Cancer Center University of California, San Diego, showing a protective relationship between sufficient vitamin D status and lower risk of colon, prostate, breast and ovarian cancer. The evidence suggests that efforts to improve vitamin D status, for example by vitamin D supplementation, could reduce cancer incidence and mortality at low cost, with few or no adverse effects.
In the late 1980s and early 1990s Nortel (then known as Northern Telecom) was reaping the benefits of its early lead in the rapid conversion of analog telephony to digital networks. Hatched in the labs of Bell-Northern Research, Nortel had been the first manufacturer to announce under the umbrella “Digital World” and then commercialize the breakthrough technology. In anticipation of “Fiber World”, another demonstration of Nortel technology leadership, the company undertook a massive reogranization of its key division resulting in significant change in the composition of its operations and workforce in Montreal where the company had been established. With as many as 5,000 workers on the Island of Montreal at the height of its manufacturing activities, Nortel was forced to reduce its work force by half in its vulnerable copper cable and outside plant divisions, presenting a significant stakeholder relations challenge.
As a member of the in-house team, PRG undertook to establish a comprehensive public affairs program to defend the company in the court of public opinion. The effort included employee (unionized), media, government, customer and community relations programs. In anticipation of significant future investments in optical networks manufacturing that would make of Montreal its global center of excellence, the company presented the significant economic impact of Nortel’s presence in the province of Quebec and spinoff effects with local suppliers.
Various Clients
Whether precipitated by a Great Recession, NAFTA, Globalization, or the result of M&A consolidation, workforce reductions present unique communications challenges that, if not handled with utmost care, can severely impact corporate reputation, forever damage employee relations and trust, and destroy community and customer goodwill.
PRG has worked with management teams to carefully communicate these difficult announcements to protect reputation and maintain trusted relationships.