end of year book 2012
DESCRIPTION
EMC end of year book 2012TRANSCRIPT
1EMC 2012 - The year in review
The year in review
www.essentialmedia.com.au
2 3EMC 2012 - The year in review EMC 2012 - The year in review
www.essentialmedia.com.au
A message from EMC’s DirectorsWhen 2012 is consigned to the annals of history
the accepted wisdom will be that this was a
year when a hung parliament and a negative
Opposition drove politics to a new low.
On one level it is a fair retelling of a year of
over-heated scare campaigns and insults,
personal attacks and fi ght-backs, real and
confected scandals.
But behind the acrimony in our national polity
we witnessed some signifi cant steps forward
for Australian society:
legislation to see a National Disability
Insurance Scheme become a reality
commitments to make aged care
accessible for all Australians
new marine protection zones to protect
tracts of Australia’s coastline from over-
fi shing
and a plan to rescue the parched Murray-
Darling basin.
The common thread running through these
issues was that they have advanced with
the support of both the Government and the
Opposition in the wake of overwhelming public
support.
EMC has played our role in all these issues
– working with organisations who want to
drive change to frame the issues and build the
public support that mean our leaders can’t
ignore them.
While we still love to have a fi ght – and
we have the campaigns to prove it – using
new campaigning tools to build community
pressure for change takes our mission of
‘winning campaigns and making organisations
stronger’ to a whole new level.
If anything it’s a greater challenge – deploying
new tools, adapting to a changing media
environment, recognising that communication
needs to be not just external but internal as well.
But it’s a journey we have relished and one we
intend continuing in the year ahead.
Directors Tony Douglas
Peter Lewis
Elizabeth Lukin
Chris Perkins
International Gemma Swart
Communications team Kate Bell
Stephen Dawson
Stephanie de Campo
Carla Drakeford
Adrian Dodd
Edwina Freeme
Jane Garcia
Olivia Greentree
Anaya Latter
Laura Maclean
Alana Mew
Fiona Nixon
Claire O’Rourke
Victoria Purman
Ben Ruse
Anastasia Stomo
Jeana Vithoulkas
Martin Watters
Jackie Woods
Brett Young
Digital and production Stuart Gillies
Kimberley Harlow
Oliver Woodley
Research team Andrew Bunn
Rhea Dhillon
Lara Mainka
Carla Stacey
Kate Whelan
Finance and admin Jade Adams
Alison Jackson
Denise Jaffrey
Rachel Rees
The EMC team
EMC Directors: Chris Perkins, Peter Lewis, Tony Douglas and Elizabeth Lukin
4 5EMC 2012 - The year in review EMC 2012 - The year in review
Charting the
national mood
4 5EMC 2012 - The year in review
In 2012 the Essential Report reinforced its reputation as one of the nation’s most accurate – and stable – political polls.
While the major pollsters bounced around like ping-pong balls forcing tortured retrofi t political analysis, Essential’s online omnibus charted a consistent trend line that wrote its own narrative.
While politics is not a horse race, the two-party-preferred trend lines are indicative of national mood – and the story it told of 2012 was instructive.
The year began with an Opposition on the attack and an expectation that the Government would either lose its majority or the PM would be challenged from within.
The negative ratings for the Government worsened after the PM won a caucus vote and the public waited for the carbon tax that they had been convinced would destroy their living standards.
The slow recovery through the second half of the year followed the realisation that the July 1 starting date for a carbon price was not the end of the world; and the synchronised axe-wielding of Liberal State Governments along the eastern seaboard.
Along the way the PM won grudging respect from the electorate for her ability to withstand pressure, peaking with THAT speech in Parliament, enjoying a signifi cant lead over the Opposition leader as preferred PM.
By the end of the year, the major parties were much where they started – the Government still facing a massive – but not impossible task in the election year to come.
Drumming up debate During the course of the year Peter Lewis and Jackie Woods built a national political debate around the fi ndings of the weekly report with a popular column on the ABC’s Drum website.The Essential Report was also featured regularly on Sky’s Monday agenda, ABC’s Insiders and most of the national newspapers.
Two party preferred 2012
Preferred Prime Minister 2012
Key trends in 2012 Declining trust in public institutions
Recovery in support for the carbon price Strong support for NDIS and Gonski
Rudd-bull no Messiah
6 7EMC 2012 - The year in review EMC 2012 - The year in review
The national
debate
Revolutionising disability services
7EMC 2012 - The year in review
Cuts hurt [you]The public service is a handy political target, with politicians
of all stripes promising cuts and so-called ‘effi ciencies’.
The public service has come under particular pressure
lately, with a conservative ‘small government’ agenda
taking hold worldwide arguing that cutting the public
service is good for the economy and society.
Working with the CPSU, EMC created the Cuts Hurt
campaign brings the impact of those cuts home,
identifying the people and services hit.
Via the online campaign hub (www.cutshurt.com.au), members have uploaded a gallery of photos
showing how cuts will hurt them and their workplace, family or community.
The Cuts Hurt campaign had an early win, with the Federal Government committing extra resources
instead of cuts in its mid-year budget review but, with the Coalition talking up big cuts the real
battle is still to come. www.cutshurt.com.au
Manufacturing our futureWhile asylum seekers and climate
change dominate the national
headlines, protection of Australian
jobs remains a top priority issue
with voters.
Working with EMC, the AMWU has
campaigned across the nation to
highlight the benefi ts of a vibrant
manufacturing industry and
campaign for a National Plan for
the industry.
Over the past year, the union has campaigned across the sector – in shipbuilding, defence
procurement, auto-manufacturing, food manufacturing and renewable energy – and successfully
argued for a National Taskforce.
EMC produced a series of adverts highlighting the simple things we can all do to help Australian
manufacturing, like buying Australian made, and ran an online campaign to pressure local MPs to
stand up for their local manufacturing. www.makingourfuture.com.au
Every Australian Counts continued its sweep across the nation,
hitting new heights as people with disability, their families and
carers continued their hard-fought campaign to see the National
Disability Insurance Scheme become a reality.
EMC continued its strategic integrated communications approach
across multiple channels to empower the sector to demand real action.
We produced action-focused emails, high-quality video, web “actions”,
social media community management and printed materials including
posters, banners, postcards and old-fashioned bumper stickers.
The result? The single largest focused supporter base in Australia of
135,000+ people and another 20,000 on Facebook.
More importantly, the disability sector in this country – and its
supporters – now know they are a force to be reckoned with.
Highlights included:
the fi rst national rally ever held in the disability sector with more
than 15,000 supporters coming together across Australia in April to
demand action. The Federal Government immediately responded,
with the Prime Minister announcing $1 billion for NDIS launch sites.
a great DisabiliTEA event which built on its 2011 success, doubling the
number of teas to more than 1,800 nation-wide, attracting national,
regional and local media coverage. Supporters celebrated their teas
face to face and on the Every Australian Counts Facebook page.
As we went to press, a coordinated action of email messages,
telephone calls and personal visits to Federal Members of Parliament
was unfolding in Canberra, with supporters from all over Australia
demanding full funding of the NDIS. For the fi rst time in Australian
political history disability will be an election issue in 2013.
www.everyaustraliancounts.com.au
Making it real
The public service is a handy political target, with politicians
While asylum seekers and climate
change dominate the national
headlines, protection of Australian
jobs remains a top priority issue
with voters.
Working with EMC, the AMWU has
campaigned across the nation to
highlight the benefi ts of a vibrant
manufacturing industry and
campaign for a National Plan for
the industry.
8 9EMC 2012 - The year in review EMC 2012 - The year in review 9EMC 2012 - The year in review8 EMC 2012 - The year in review
Fighting for the MurrayMore than a century of wrangling over the River Murray came to an end when the Federal Parliament adopted an historic plan for the Murray-Darling Basin.
When it’s fully implemented, an extra 3200 billion litres of water will be returned to the river, sustaining the environment, fl ushing out two million tonnes of salt, keeping salinity low and supporting fl oodplains and breeding grounds for birds and fi sh.
The Federal Government has also announced billions in infrastructure spending and for other programs along the river to support communities and agricultural production.
But this wasn’t just an act of goodwill from Canberra – it was the result of a strong community campaign by the South Australian Government under the leadership of Premier Jay Weatherill.
For a century, South Australia has been raising issues about the river on the national stage. As the home of the Murray mouth, where the river fl ows out to sea at Goolwa, South Australians know that when the river suffers, it does so from the mouth up.
But it was only when the government took up the campaign that change actually happened.
EMC was engaged by the SA Department of Premier and Cabinet to devise a campaign to educate South Australians and the broader community about why the proposed Murray-Darling Basin Plan was unacceptable to South Australia.
Using a range of tactics, including online, TV ads, web videos and digital, EMC helped build support for the Fight for the Murray campaign.
Tens of thousands of people signed up for the fi ght: over 19,000 joined the digital campaign and more than 27,000 liked the facebook page.
More than 25,000 watched the web stories on youtube, and there were nearly 47,000 website visits. More than 5,500 people sent messages to the
Prime Minister, calling for a better plan with more water for the Murray.
The lesson? Smart governments don’t just legislate – they campaign to
build public support for their issues. www.fi ghtforthemurray.com.au
Standing up for
the environmentIn June, Environment Minister Tony Burke announced plans for the
largest network of marine protected areas in the world.
It was the culmination of a three-year campaign developed by a
network of environmental groups and EMC that put the issue on
the agenda and then applied the political pressure to see the zones
become law.
The Save Our Marine Life campaign generated over 42,000 public
submissions in support of sanctuaries in 2012 - a record for a
conservation issue in Australia.
In June, the Federal Government announced its plans for marine parks
and sanctuaries around Australia’s coast. It will be the largest network
of marine protected areas in the world.
The policy was the most popular announcement of the current term
of Government and was greeted around the globe as a visionary and
historic step forward for marine conservation.
www.saveourmarinelife.org.au
The scientists strike backWhen Nobel Prize winner Brian Schmidt took a group of politicians to
the roof of Parliament House for a spot of star-gazing it was more than
a golden picture op. It was the culmination of more than a year’s work
to rebuild the standing of science after the vicious attacks from the
climate denial movement.
EMC has worked with Science & Technology Australia throughout the
last 12 months to give scientists a voice and, critically, educate people
about how scientists think – which is, somewhat ironically, sceptically.
World’s largest marine protected area
A series of tv advertisements and web stories were produced featuring real South Australians telling their stories about the River Murray.
Professor Brian Schmidt takes parliamentarians star-gazing on the roof of Parliament House during Science Meets Parliament.
10 11EMC 2012 - The year in review EMC 2012 - The year in review
Our voiceA voice for the agedIn a society that celebrates youth, the aged are often invisible, their needs
marginalised; meaning the fi rst step in improving aged care services was
to create a national voice.
EMC worked with the National Aged Care Alliance (NACA) representing
28 diverse organisations campaign for comprehensive reform of
Australia’s ailing aged care system.
The campaign launched in February 2012 with the
www.agewellcampaign.com.au campaign hub supporting a range of
online and offl ine activities.
A three-stage campaign plan with media strategy, political activity and
supporter engagement was executed, attracting over 8,000 supporters
to the site, blanket media coverage and a lobbying presence with three
national events in Canberra.
The result? A $3.7 billion commitment to commence reform in the
2012-13 Budget. www.agewellcampaign.com.au
Racism. It stops with me.After decades of feel-good multiculturalism, the Australian Human Rights Commission was
ready to put ‘racism’ back under the spotlight.
Events like the Cronulla riots, incarceration levels of Aboriginal people in custody and the
attacks on foreign students are just some reminders that we still have a fair way to go to
attain the fair go.
Recognising the need to address the harder edge of racism, EMC was tasked with developing
a strategy to promote a clearer understanding in the Australian community of what racism is,
how it can be reduced and elevate the national discourse beyond the comfortable confi nes of
soft multiculturalism.
EMC developed a research package to examine attitudes towards racism and integrated this
with campaign brand testing and a communications strategy to help the Commission put
racism back on the national agenda.
The research identifi ed a number of pressure points that triggered resistance to
multiculturalism and provided insights into how the target audience understood racism and
the contexts in which racist attitudes and behaviour were justifi ed or silently countenanced.
EMC then developed a campaign slogan that best responded to the attitudes we encountered
and developed a communications strategy.
The campaign slogan that tested the most successfully was adopted by the Commission, and
‘Racism. It stops with me’ was launched in August 2012.
Republic – gone but not forgotten
EMC worked with the Australian Republican
Movement to develop a new corporate
identity and campaign brand to start a new
conversation about an Australian Republic.
The corporate identity retains its deep
Australian roots while also communicating
a modern, forward-thinking approach that
marks the start of a new era for the Australian
Republican Movement.
The campaign brand Our Identity: Who do we
want to be? is the start of a conversation about
Australia, who we want to be as a nation, our
shared values and aspirations for the future.
www.ouridentity.org.au
11EMC 2012 - The year in review10 EMC 2012 - The year in review
Comedian Denise Scott and eighty year old Beryl share their stories about Australia’s ailing aged care system.
12 13EMC 2012 - The year in review EMC 2012 - The year in review
CampaigningSantas win backBoxing DayWith legislation that would allow retailers to trade on
December 26th and other key public holidays sitting in the
NSW Parliament, the SDA NSW engaged EMC to help put
pressure on the government to save Boxing Day.
EMC worked with the SDA to develop a media strategy that
would stop the government and retailers taking workers away
from their families over Christmas.
Following a forum where workers, community groups and
religious leaders met to discuss the issue, a group of angry
Santas led the crowd to Parliament.
But before they could get there, with the media attention
heating up, the NSW Government announced it was not
just delaying the vote on the legislation – it was completely
withdrawing it.
PO Box 20, Moranbah QLD 4744
“C’mon Mr Kloppers, come see it for yourself” (we’ll still pay for your airfare)
REWARD
MISSING
Cut out and display in your mining community
Marius Kloppers
CEO
Have you seen this manin Central Queensland?Well-dressed, softly-spoken, Caucasian male, head of the world’s largest mining company.
Invited to Bowen Basin coalmining towns one month ago to see how the mining boomis strangling communities. Still unsighted.
A fairer share of the company’s record profi ts for ourCentral Queensland mining communities.
If seen, please contact BHP Mining Families, who want to pass on the urgent message to the missing man:
A mining debate for the millions, not the billionaires The debate about how we manage Australia’s mining boom has been dominated by the loudest,
richest people in the industry – think Twiggy Forrest, Gina Rinehart, Clive Palmer.
In addition to high-level, behind-the-scenes lobbying, the mining industry has spent millions
on relentless third-party advertising warning that any impost on the huge profi ts generated by
mining would be bad for Australia.
The CFMEU’s Put Something Back campaign brings mining families and communities into the
debate, making the case that the mining boom should deliver for all Australians, not just the
mining billionaires.
Out of sight of most people in the city, the mining boom is putting enormous pressure on mining
communities through dangerous overcrowded roads, skyrocketing housing costs and poor social
services.
As miner’s wife Kaylene Halgh explains in the Put Something Back TV ad, “this town is delivering
a fortune for this country, but where we live, it’s hard to see much coming back.”
Put Something Back stands for investing the benefi ts of the mining boom back into Australian
communities for the long term, especially in mining regions.
EMC also worked with the CFMEU to stand up against BHP who played
hardball with its 4,000 strong central Queensland coalmining workforce.
Our public campaign told the story of the pressures on coalmining
families and communities through the voices of coalminers’ families –
who challenged CEO Marius Kloppers to come up to Central Queensland
and see what was happening for himself. They even offered to pay
his airfare.
Fuelling the fi ghtto save TAFEDid you know that going to TAFE can boost an individuals’ lifetime
earnings by over $300,000?
Dismantling and defunding TAFE and opening vocational training up
to competition from private operators is part of the conservative state
government playbook. In anticipation of major cuts in NSW, the NSW
Public Service Association developed the Our TAFE campaign with EMC.
To support the campaign, the PSA commissioned research from EMC
offi ce-mates the Centre for Policy Development, to demonstrate the
value of TAFE to individuals and the economy.
The report showed TAFE was critical for providing skills training in
areas of skills shortage and to students with disabilities and in regional
and in regional and remote areas, providing important factual fuel to
support the campaign to save TAFE in NSW – a fi ght that’s just begun.
www.ourtafe.org.au
PO Box 20, Moranbah QLD 4744
“C’mon Mr Kloppers, come see it for yourself”“C’mon Mr Kloppers, come see it for yourself” (we’ll still pay for your airfare)
REWARD
Cut out and display in your mining community
Marius Kloppers
CEOCEO
Have you seen this manin Central Queensland?Well-dressed, softly-spoken, Caucasian male, head of the world’s largest mining company.
Invited to Bowen Basin coalmining towns one month ago to see how the mining boomis strangling communities. Still unsighted.
A fairer share of the company’s record profi ts for ourCentral Queensland mining communities.
If seen, please contact BHP Mining Families, who want to pass on the urgent message to If seen, please contact BHP Mining Families, who want to pass on the urgent message to the missing man:the missing man:
As miner’s wife Kaylene Halgh explains in the Put Something Back TV ad, “this town is delivering
a fortune for this country, but where we live, it’s hard to see much coming back.”
Put Something Back stands for investing the benefi ts of the mining boom back into Australian
communities for the long term, especially in mining regions.
EMC also worked with the CFMEU to stand up against BHP who played
hardball with its 4,000 strong central Queensland coalmining workforce.
Our public campaign told the story of the pressures on coalmining
families and communities through the voices of coalminers’ families –
who challenged CEO Marius Kloppers to come up to Central Queensland
and see what was happening for himself. They even offered to pay
www.ourtafe.org.au
13EMC 2012 - The year in review12 EMC 2012 - The year in review
WA
SA
VIC
QLD
NSW Last drinks Sick of being faced with the devastating consequences
of alcohol-fuelled violence, NSW emergency service
workers joined to form the Last Drinks coalition.
There are now more than 38,000 online supporters of
the Last Drinks campaign which has been the driving
force behind action to reduce the problem in NSW.
Action has included the NSW Parliament
introducing a ban on political donations from
businesses in the alcohol industry and the
introduction of trading restrictions in Kings Cross.
Unions stand for Queensland A change of government in Queensland saw a landslide win to the Liberal National Party followed by massive cuts to public sector jobs and community group funding.
Queensland unions were back out on the streets in force after the election, driven by a savvy long-term online campaign ‘Stand for Queensland’, designed and delivered by EMC.
Online activities and community interaction have built a solid base of supporters from unions and community groups, and the campaign is seeing Premier Newman shed popularity almost as fast as he is shedding backbenchers with a wave of resignations from the government.
Keep the promise The Australian Education Union dealt a serious blow to Premier
Ted Ballieu’s credibility over his 2010 election promise to make
Victorian teachers “the best paid teachers in Australia.”
Television, billboard and radio advertisements and online actions
ran in the lead up to industrial action in June and Victoria’s
largest ever public education strike in September.
During the course of the action the Premier’s
satisfaction levels dropped 20 points from 52 to 32, with
dissatisfaction levels increasing from 29 to 50 points.
Respecting the riskPrison offi cers do their jobs not only behind closed
doors, but high walls and locked gates. With a job so
far out of eyesight the challenge to build public support
starts with giving offi cers a human face. Working with
the WA Prison Offi cers Union, EMC developed a hard-
hitting TV and online campaign encouraging people to
‘respect the risk’ prison offi cers face. Based around the
real-life story of an offi cer attacked with a sharpened
toilet brush, the ad has shifted perceptions of prison
offi cers’ work – and the need for a better deal.
Conditions secured In South Australia, 18 months of sustained campaigning
bore fruit when the State Government backed down on
its cuts to public sector long service leave and holiday
leave loading.
New safety laws passed through State Parliament, after
thousands of campaign members sent messages to
South Australian Legislative Council members, and after
a long campaign, unions have won a review of Workcover.
LAST DRINKS LOGO - REVERSE: VECTOR
14 EMC 2012 - The year in review 15EMC 2012 - The year in review
TAS Safety in numbers The Police Association of Tasmania faced savage budget cuts,
reducing its total number of offi cers by ten percent. Cars, radios and
even police stations got the axe.
Working with EMC, the union established an approach including
aggressive targeting of free media and a digital presence using
Facebook and an online campaign hub to raise its call to resource the
force. The union grew its digital presence while focussing on specifi c
campaign targets. It drew substantial attention to the campaign by
focusing on the issue of public safety risks from cutting police.
the states
Coalition state governments down the eastern seaboard are giving some insight into what life might look like under an Abbott Liberal Government.
While it’s generally the case that only incumbents have their political credentials seriously tested as oppositions practice the art of the small target, Campbell Newman, Barry O’Farrell and Ted Baillieu’s synchronised attacks on their state public services are giving voters a taste of life according to the conservative playbook.
State of
16 17EMC 2012 - The year in review EMC 2012 - The year in review
A win for Queensland women Long-term underfunding of the Women’s Legal Service (WLS) Queensland meant thousands of
women who were victims of family violence were being turned away.
Further funding pressure late 2011 meant even more women and kids would be turned away.
EMC stood up and developed its Help Fund The Answer campaign including strategic campaign
and political advice, a media campaign supported by The Sunday Mail and set up a campaign
website.
In the lead up to the March 2012 election, then Opposition Leader Campbell Newman committed
to meeting the WLS call for an additional $250,000 per annum for three years.
Once the election was run and won by the LNP, the new government made good on its promise
– despite signifi cant cuts to other government funded services. The service has also won a
guarantee of funding support from a private law fi rm.
Twelve months ago WLS was cutting its services and now they have more funding, expanding
their service and taking their message of legal protection to more and more women and children.
Putting the heart back into bankingIn the wake of the GFC, consumers are looking for more ethical and responsible businesses and
cooperatively-structured, customer-owned business are just that.
After helping bankmecu to transition from a credit union to a bank in 2011, EMC has continued to
work with Australia’s fi rst customer owned bank to defi ne a new kind of fi nancial institution in a
sector that is increasingly dominated by the Big 4 banks.
In 2012, EMC oversaw the development of a new younger brand for the new bank and a move
away from paper-based to video and electronic communication with its 125,000 customers.
This included the creation and launch of a new format bankmecuTV, which has generated triple
the number of views compared to the previous format.
The domination of the major banks and their commentary in the media across Australia remains
a challenge however in 2012 EMC started to make headway through educating key journalists and
building the profi le of the bankmecu Managing Director in the fi nancial trade press.
This year was designated International Year of Cooperatives by the United Nations and EMC has
seen bankmecu leverage profi le through its involvement in a number of events including RMIT’s
Global Shifts Conference and the Next Generation Capitalism forum which saw 500 people come
to Federation Square in Melbourne for a discussion about disruptive capitalism.
EMC also represented bankmecu at the 2012 International Cooperative Summit in Quebec
in October.
17EMC 2012 - The year in review
Building communities
16 EMC 2012 - The year in review
18 19EMC 2012 - The year in review EMC 2012 - The year in review
Outside of Australia, the state of the world
for working people and their families is
anything but optimistic. In the global context, unemployment is
now more than 200 million, the highest on record since the great
depression.
After fi ve years of the fi nancial crisis, the world’s governments
still lack the political will to act. Inequality is growing within and
between countries, and climate change threatens the survival of the
planet itself.
In many countries workers are victims of a coordinated attack on
job security, wages, pensions and fundamental rights.
EMC has worked with the International Trade Union Confederation
and the newest Global Union Federation, IndustriALL, to put the
spotlight on the human cost of austerity.
ITUC Global Poll 2012In the fi rst global poll of its kind covering 13 countries the ITUC
Global Poll 2012 found an alarming trend of worldwide uncertainty
and a deep mistrust of economic decision-makers.
The results were released ahead of the G20 Leaders Summit in
Los Cabos Mexico to show the worldwide rejection of austerity
measures:
58% of people think their country is going in the wrong direction
66% think future generations will be worse off
67% think international banks and fi nancial institutions
have too much infl uence on the economic decisions of their
governments. Conversely, 67 % think that voters don’t have
enough infl uence on economic decisions.
Frontlines 2012 Combining economic analysis
with workers’ testimony fi lmed
in Bulgaria, Mexico, Greece
and Nepal, the ITUC Frontlines
2012 was a multi-media report
released to international media
at the Annual World Bank/IMF
meetings in Tokyo, Japan.
The report shows the scale of
a coordinated global attack on
workers’ rights from international fi nancial organisation and
national governments and is the start of global campaign to
protect rights at work which will be rolled out in 2013.
Al Zaatari refugee camp, JordanThe confl ict in Syria has left thousands of people dead and
many more have fl ed their homes and lost their jobs. Visiting
Zaatari refugee camp in Jordan, ten miles from the Syrian
border with Sharan Burrow, EMC used the newly opened Twitter
account for Sharan Burrow and the ITUC news platform Equal
Times to share real time reporting on life inside the camp.
workers’ rights from international fi nancial organisation and
ITUCFRONTLINES REPORT 2012
International Trade Union Confederation
Workers are in the frontlines of a war on their living and working conditions, from the very forces that brought the financial system to its knees in 2008.
“ We’re forced to work more than 12 hours. They promise us overtime, but we don’t get it.”Narayan Nepali - Nepal
“ They yelled at me, ‘fire him, fire him!’”Ivan Boychev - Bulgaria
“ They have taken away my right to be a mother, I can’t have a child with the money I earn now.” Georgia Koutsoukou - Greece
Internationalaction
Stop the net grabEMC designed a global campaign
to raise awareness of attempts
by a little known UN agency, the
ITU, to regulate the internet. The
plans sponsored by nations with
records of repressing political and
industrial rights drew concerns
from unions and civil society,
alongside some of the pioneers
of the internet. EMC rolled out
a campaign in eight different
languages and a global petition
that targeted national governments
participating in the talks.
Growing green anddecent jobsFrom the Rio+20 Summit in June to the December
UNFCCC climate change talks in Doha, world leaders
are still struggling to make meaningful progress
to act on climate change. Taking complex research
from the Millennium Institute on how investing 2%
of GDP in the green economy could create up to 48
million new jobs, a new report was used to lobby
governments and inform the media about the job
creation benefi ts of acting on climate change.
ITUC GR
OWIN
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AND
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Inte
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Con
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How investments in the green economy of 12 countries and seven industries can create 48 million jobs over 5 yearsThis is a summary of the ITUC report ‘Growing Green and Decent Jobs’, which demonstrates how investments in the green economy can generate new employment that contributes to poverty alleviation and social progress. The economic analysis from the Millennium Institute as well as country case studies from Germany, Spain, Bulgaria, Brazil, Dominican Republic, USA, South Africa, Ghana, Tunisia, Indonesia, Nepal, Australia are available at www.ituc-csi.org
April 2012
Economic analysis by the Millennium Institute
Reuters
18 EMC 2012 - The year in review 19
20 EMC 2012 - The year in review
“As technology keeps changing
the challenge will be to adapt it
to the needs of our organisations
to help them operate more
effectively. That’s where our
experience delivers real value.”
Peter Lewis, EMC Director
Next year’s
vision
www.essentialmedia.com.au
EMC put its money where its mouth was in 2012, developing new content models for member-based organisations.
Our pilot project ‘3Q – Questions That Count’ showcased progressive leaders debating the big issues, broadcast on Sky and through the Essential Vision website.
This project gave rise to a range of video models for our partners including:
weekly news reports
on the ground news reports
and industry-focussed panel discussions.
We have also developed a member communications mobile phone app that will allow members to directly access news and video content from their organisations, share it and participate in campaigns.
But these are just the tip of the innovation iceberg for 2013:
tools to webcast live events and allow members to participate from home
‘gamifi cation’ models to reward members who support organisations by taking online actions
online education and training services.
2013 and beyond - innovation is key