Integrated communication and mobilisation campaigns

Integrated communication and mobilisation campaigns

Bringing together traditional channels, high-impact grassroots actions and social media

For the CISL trade union, we have delivered a range of communication initiatives over the years, with particular focus on promoting its social media profiles and integrating them more effectively with traditional communication channels.

One of the key challenges for a mass organisation operating across the entire country is conveying content and messages to diverse audiences that need to be reached through different methods, strategies and channels.

For more than two years now we have been supporting one of Italy’s most important trade unions, CISL, together with its regional structures and sector federations, in rolling out communication and mobilisation campaigns that, time and again and in step with current affairs, strategically reach the right audiences through the most suitable and effective channels. We also run regular training and refresher seminars for the union’s own staff.

Over time, we have therefore put to work the union’s valuable network of contacts, turning them into followers, fans and subscribers on the channels gradually opened across the leading social networks. We have run campaigns tailored to workers in specific sectors, as well as broader ones tied to strikes or demonstrations; we have worked to improve the integration between CISL’s key websites and the social media in use; we have optimised “traditional” communication tools, such as the newsletter sent to members; we have also conceived and staged impromptu flash mobs to raise awareness among the press and the public about the important issues championed by workers; and we frequently deliver training seminars for national and local staff on new communication media and how to make the most of them.