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TTC union launches $1 million PR campaign

Posted by Chris Bateman / October 9, 2012

ttc union workerThe union representing 9,000 of the TTC's workers wants to make friends, and it's splashing the cash to make sure you know it. Amalgamated Transit Union Local 113 officially launched its first major advertising campaign, which includes cinema adverts, TV spots, and subway posters, at a press conference this afternoon.

The full theatrical video has been circulating on the online for at least a month, but other, shorter ads were also released today. The overall goal of the campaign, entitled "Protecting What Matters," is to draw attention to the maintenance staff, technicians, and cleaners, the union says aren't celebrated enough while making the union more appealing.

Visitors to the campaign website can win a monthly Metropass for watching and liking the ads on Facebook. (No subtlety there.)

The city recently decided to contract out 160 union cleaning jobs, saving itself roughly $4.2 million. Bob Kinnear, president of ATU Local 113, had threatened a "work to rule" period in protest, but that now seems to be on hold.

Speaking to reporters at today's launch, Kinnear didn't mince his words, saying the TTC has done a "piss poor" job of championing the efficiencies of its workers. Do you agree? Is the TTC too reluctant to sing the praises of its staff?

Check out the videos below. Pretty decent?

THEATRICAL - CINEPLEX ODEON FALL 2012

TELEVISION

Videos and screencap: Amalgamated Transit Union Local 113

Discussion

40 Comments

Ace McNugget / October 9, 2012 at 05:05 pm
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Sure, the TTC has done a piss poor job of most things but the union hardly help either with the crazy inflexibility they insert throughout the TTC. They are probably spending this much to try to suck up to the Toronto public because they plan to go on strike at some point in the very near future and erode the TTC that little bit more.
rick mcginnis / October 9, 2012 at 05:09 pm
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Also, the "experiment" with private garbage collection, at least from where I live, has worked out very well. None of the service problems reported elsewhere, plus bins replaced neatly on the sidewalk with no spill left behind. Also, no random bins left full at the kerb for no discernible reason. You've got to think that people might have noticed, and local 113 is a little bit worried.
TheoAdorno / October 9, 2012 at 05:29 pm
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there was a time unions served a purpose...now they just serve themselves.
Chris / October 9, 2012 at 05:31 pm
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Amazing how for years the TTC union heads didn't give a rat's @ss what the public thought of them for years, most notably during their last wildcat strike, but now that the public is seeing that perhaps we can receive at least a comparable level of service at a lower cost without them, they're getting nervous.

The worst part is that its the workers who bear the brunt of the "I don't give a crap" attitudes of their union, since they're the ones facing the public everyday. Think Bob Kinnear had to deal with the public during the last strike? Only at press conferences - its the drivers who took the brunt of the abuse for their poorly thought out strike.

Crazy part is that in many respect, Ford will be given credit for this retreat by the unions. That's true to an extent, but in reality I think they did it to themselves. They got so arrogant that they even turned on the most union-friendly mayor we had in years, if not ever. Once they effectively chased Miller out of office and created the conditions that got Ford elected, they essentially sealed their own demise.

No doubt their members are thrilled about that.
Tommy / October 9, 2012 at 05:55 pm
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I want to agree with the union-haters, I really do - who doesn't like cost cutting? But unions seem to be the only thing between a livable wage and slave labour anymore. How many of those contracted out garbage workers can even afford to live in Toronto?! There seems to be a race to the bottom in every aspect of our economy, all in the name of the mighty shareholder. How is it that my grandparent's one-income carpenter's salary and my parent's two-income no-university salary had more buying power (and housing opportunity) than my wiz-bang engineering job salary?! And what of the carpenters and the non-university educated of our generation!? We are being forced into a culture of haves and have-nots. The middle class is disappearing. While debt-free, I fully expect to be working till I'm 80 because a few rich people convinced everyone else that unions and SOOOOOOOCIALISM are the devil, and that they should be happy with their doldrum 12 hours shifts, working for pennies. I say good luck Bob, you're going to need it.
Mark / October 9, 2012 at 06:17 pm
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Know what everyone loves? Ads at movie theatres! Keep up the smart thinking TTC union!
Alexander / October 9, 2012 at 06:19 pm
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I am all for making a living wage...I am all for protection for the employee...but the TTC has far too many barely skilled do-nothings "working" at high wages on my dime...

I maintain the TTC is the worst first world system for any city our size on earth and part of the problem is a union that just loves to go on strike and fight any improvements. The fact that we don't have a smart card system is just shameful in 2012.
Evan / October 9, 2012 at 06:32 pm
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I'm glad. It really upsets me to hear how much bashing of TTC workers goes on. Workers are a group of human beings that are easily taken advantage of by management and deserve to have a strong voice. And in my experience TTC workers are consistently caring and hard working, and don't deserve a bad rap whatsoever.
george replying to a comment from TheoAdorno / October 9, 2012 at 06:33 pm
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and the mafia.
Mark / October 9, 2012 at 06:35 pm
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I recall trying to offer to clean up and relamp a filthy TTC station next to our building downtown at our own cost. No way! Couldn't be done because TTC and amalgamated 113 would rather have burned out lights and brake dust. Wow!
Kevo replying to a comment from rick mcginnis / October 9, 2012 at 07:09 pm
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You're experience is pretty uncommon. In the suburb I was born and raised in and the suburb I went to university in, there is not a month that doesn't go by that there isn't a pile of garbage blowing down the street and recycling bins sitting in the middle of the road to be run over by cars (I know it isn't kids, either).

I'm not anti-union, but there are times that they need to be more flexible to a) not lose their jobs because of ideologues and b) to win the PR campaign against the person who's trying to get rid of them.
Beth / October 9, 2012 at 07:18 pm
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Lipstick on a pig.
BH / October 9, 2012 at 07:50 pm
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The TTC workers the most militant, spit-in-the-face-of-the-public brand of union around. They make the posties look nice (who have, by the way, really improved since the 1980s). Not all unions are the same, and Kinnear with his us against them mentality leads a bunch of the most entitled ones around.

The worst are the ones working at the main repair yard where the public never goes except for Doors Open. Seeing the model worker working hard in slo-mo at repairing a streetcar in the ad was hilarious. They are among the laziest and most militant, with almost no oversight and not even the fear of dealing with the public.

They are most of the reason the drivers and ticket collectors (many of whom also have a bad attitude as we already know) take the brunt of the public's criticism, and they are the ones who were most in favour of wildcat job action just so they could keep their easy schedules.

No sympathy for any of them--they wore it out years ago. Privatize away!
TTC / October 9, 2012 at 08:40 pm
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sooner they break the TTC union the better, the union is bleeding the TTC dry. I am tried of dealing with rude drivers and token collectors on a daily basis. The sooner the union is busted better off the TTC will be.
Ling Gu / October 9, 2012 at 09:51 pm
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I'd vote for anyone who could destroy the TTC union. It's clear the union is an impediment to change. Sitting in front of a small box watching tokens being deposited by riders -- is this the 21st century? Seriously, I've ridden transit systems around the world, and I have never seen such a job anywhere else. A transit system is supposed to move a city's or region's citizenry from point A to point B; it isn't a make-work project.
selana t.n. / October 9, 2012 at 11:01 pm
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yes, unions could do a much better job managing/policing/disciplining their membership. I think, under pressure, they are starting to understand that now. That's how the push/pull of the union vs. management dichotomy works.
That said, all of the anti-union types must remember that it was the union and labour movement that gave us all of the "rights" we have today (holidays, workweek, benefits etc...). It is these same unions/workers that are fighting to keep those rights which are withering as i write. The labour movement invented the middle class and the greatest threat to our economy/prosperity/lifestyle right now is the erosion of the middle class/the ever increasing gap between the rich and poor.
oh, and the union isn't destroying the TTC. The TTC is being destroyed by higher levels of government which refuse to fund it properly (in an attempt to choke it and the union, stoke public outrage and lead to calls for union busting/lower wages and eventually a sell-off to private concerns - it's called creating a crisis and I would hope most people would recognize this tired old trick by now).
The TTC is the least funded/subsidized transit system in north america. This sorry fact does give the TTC the honour of being the most efficient system in N.A. though!

about the commercial? it looks pretty damn good! most toronto/city media campaigns are an embarrassment.

disclaimer: i'm not in a union, i don't work for the TTC and i don't actually use it that much (especially with the warm winters i can ride my bike all year!).
m / October 9, 2012 at 11:12 pm
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Unions don't have anything to do with poor ttc service. You can all blame the end of government subsidies under mike harris for that.

The ttc is the only system in north america that has to rely on getting over 70% of their funding from fares. If the government properly funded the transit system, maybe you would see some improvements in service and an investment in a smart card system. Yall want your cake for free, but it's not the unions that are stealing it.
AJ / October 10, 2012 at 12:14 am
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The TTC is run as if it is still the 1950's... The only difference is in those days, I'm sure they weren't so damn rude.

A vast majority of these token "collectors" sitting in their glass booths treat customers with a bad attitude when asked simple questions or asked to make change. I'm sorry, is it so hard to sit in your chair and answer a few questions or make change? Some of them are only making six-figure salaries ON OUR DIME
Brian replying to a comment from Alexander / October 10, 2012 at 12:47 am
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The reason we don't have a smart card system isn't an union issue or problem. The lack of funding & political fighting between TTC Management & Commission & Provincial Government. The Presto debate was long fought by TTC Management as they wanted to develop their own system but the Provincial Government forced Presto on the TTC as part of the deal in the City of Toronto receiving $8.4 Billion for transit expansion. That delay had nothing to do with the union. The cost factor of purchasing & installing & maintaining the electronic readers on every TTC vehicle & station is very expensive and there was no budget for it as riders hate fare increases and the Mayor refuses to raise taxes so the money for the Presto machines need to come from somewhere yet nobody was willing to pay for them. Again that wasn't the union delaying the purchase or implementation of the Presto readers.
Brian replying to a comment from Alexander / October 10, 2012 at 01:06 am
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The TTC maintenance workers are overlooked by the public as when was the last time you heard of a passenger being killed due to mechanical failure yet those vehicles and trains run 365 days a year and some of them run 24 hrs a day. Credit must be given to those workers who maintain them. We may criticize the TTC driver for being late but in fact that driver may be on schedule but the bus/streetcar/subway ahead of him was short turned by management giving us the perception that driver was late but the maintenance workers work 24hrs a day 365 days a year to ensure those vehicles are safe for us to get to our destination. People also need to realize that the public make the interiors of the TTC vehicles dirty with their spilled coffees, pops, lunches and leave their cups, wrappers and newspapers behind yet we expect the vehicles to be clean when we get onto them but that vehicle could have been in service for 5 or 6 hours already. Imagine how bad they would really look if the maintenance cleaners didn't clean them daily! I thing us in the public forget about the workers we don't see!
TV / October 10, 2012 at 02:03 am
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Are they planning to launch a TTC television station?
Harry / October 10, 2012 at 02:39 am
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2011 TTC budget show 67% of all operating expenses go towards wage related expesnes. 2011 Vancouver translink budget show 34% of all operating expenses go towards wage related expenses. Seems a tad high.
Tim / October 10, 2012 at 07:27 am
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If you have $1 million to spend on an ad campaign, does that mean you are $1 million overpaid? This ad campaign was funded by us, the taxpayers, via the wages and so on that we pay these workers, who in turn pay union dues, etc... I'd rather get that money back in my pocket by contracting these services out.
TTC replying to a comment from Harry / October 10, 2012 at 08:29 am
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A tad, it is 30% too high, like i said the union is bleeding the TTC dry.
mike replying to a comment from selana t.n. / October 10, 2012 at 08:40 am
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Fact: all your "rights" as a worker are protected under provincial law, except when you are in a union, in which case you give the union the ability to bargain away your rights in deals with the employer.

In other words, unions aren't fighting for worker's rights, they're selling them out. The government protects workers rights, not unions.
Nate / October 10, 2012 at 09:01 am
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For amusement, I have remixed the main ad as a horror movie trailer... Enjoy. (or pan, it's up to you) http://youtu.be/AkJqYSIjh2c
j-rock / October 10, 2012 at 09:29 am
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Greg Kinnear is a Grade-A douche, and can go lick the 3rd rail at any subway station as far as I'm concerned, but the union has become a convenient scapegoat for much deeper problems. Rest assured that if the union were ever to be broken that things wouldn't improve. The TTC would continue to remain criminally underfunded by both the provincial and federal governments.

People love to compare the TTC to other systems around the world, but they never bother to learn about how much support these other systems receive from their governments.

I lived in Japan for several years and had the pleasure of using top-notch transit systems from one end of the country to the other. There are several reasons why the Japanese experience can't be replicated in Canada (culture, geography, density etc.), but it is crucial to note that they receive significant funding from various levels of government. And while there are some differences, mainly rooted in culture, in the relationship between organized labour and management over there compared to here, those employees are almost all unionized.
Ace McNugget / October 10, 2012 at 10:58 am
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j rock, the TTC is also significantly funded by various levels of government. One of the main problems is that the TTC union are so inflexible that they have held up progress of the TTC to the extent that it is now a good couple of decades behind the transit systems in almost every other major city.

Firstly one of the biggest costs to the TTC are the salaries of their employees. I don't think anyone would begrudge a livable wage to anyone working for an essential service and helping our city function, but the number of TTC staff performing completely inefficient tasks is just mind boggling. Seriously, you need someone to sit in a glass booth watchiong people deposit tokens, breaking only to offer some surly words to a lucky rider??

The other, connected, problem is that the TTC union actively fights against all efficiency measures and any other modernisation project. It's only by keeping their work practices locked into a completely inefficent 1960's style that they are able to maintain their membership numbers. The sad thing is that if they were able to show even a little flexibility we would have a TTC better equipped for great customer service and a TTC with the capacity to grow, add extra services and employ staff in a productive manner.

As it stands, any time the TTC want to implement projects which would be beneficial to the riders the union are able to see that there is some extra money going around and demand their members get paid even more with the resulting extra union dues to swell the union coffers.

Probably the biggest problem is the one whereby the union has usurped the ability of the government to protect the rights of the workers. In the 21st century most governments have assumed ths role but again the TTC union are determined to keep things as they were in the bad old days.
j-rock replying to a comment from Ace McNugget / October 10, 2012 at 02:00 pm
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I'm curious as to where you think this government funding of the TTC is coming from. It's a well-known fact that over 70% of their operating budget comes directly from fares. The feds contribute nothing, and regular provincial funding has also been stopped. When the economy was doing better, Miller was able to go to Queen's Park and beg for a handout each year, but that's over now that the province is running massive deficits, and frankly, is unlikely to resume anytime soon. Compared to transit systems across North America, and around the world, the TTC has been left to largely fend for itself.

Although I am generally pro-labour, I am no ATU 113 apologist. I can't stand the sight of Kinnear's slimy smirk, and have spent too much time in dirty stations, afraid to use filthy washrooms, waiting on buses and trains driven by surly employees to ever be one. I was also disgusted by the last wildcat strike when they walked out at midnight, effectively stranding people who had taken transit to their destinations that night. By no means do I think that all TTC employees are lazy, rude and/or incompetent, quite the opposite in fact, but I am also under no illusions as to the type of work culture that exists under many modern unions, with ATU 113 being a particularly good example.

Furthermore, I agree with you about the union's reluctance to modernize, or even consider privatizing the most basic of functions.

My point was/is that the union is only part of what's wrong with the TTC, although it often receives most, if not all, of the blame. If it were to be done away with, you can bet that salaries and working conditions would instantly and dramatically worsen. But there wouldn't be any noticeable improvement in the quality of service. Is the guy sleeping in the collection booth, only waking up long enough to snap at a tourist a problem? Definitely. But they're not the reason we don't have a downtown relief line, or subways under Queen or Eglinton yet. That comes down to a lack of political will, vision, and money.
Simon Tarses replying to a comment from m / October 10, 2012 at 03:21 pm
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THIS.

People also need to start reading the history of unions and what they won for the rest of us; also, people need to stop being so gullible as to vote for neocons like Mike Harris that gut transit systems (New York state and New Jersey had neocon leaders, and transit spending wasn't cut in those places.) As well, people need to stop reading (and watching) neocon garbage fests like Sun News Network/Toronto Sun/National Post and believing that unions are the work of the devil.
Simon Tarses replying to a comment from TV / October 10, 2012 at 03:27 pm
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Maybe they should, to counteract all of the anti-union, anti-TTC, pro-private transit propaganda.
Rick / October 10, 2012 at 04:49 pm
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Do this many people really hate the TTC if so then the workers are doing pretty good considering their is so much hate for them.
Za-Moon-Da replying to a comment from TheoAdorno / October 10, 2012 at 04:50 pm
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Ha! Aren't you just clever with your screen name.
Za-Moon-Da replying to a comment from m / October 10, 2012 at 05:12 pm
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AMEN!
Za-Moon-Da replying to a comment from mike / October 10, 2012 at 05:15 pm
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Oh shut up. The only thing our government protects are the interests of the monied. Pure and simple. And you want THOSE mandarins deciding what's good for a union? I think visas to Belarus are easy to come by. I hear there the government protects everyone.
selana replying to a comment from mike / October 10, 2012 at 07:32 pm
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oh, mike. who fought and won the rights that the government so generously affords us? people did. people and workers in opposition to the status quo, people in coalition, in unions.
who is now clawing back labour advances now that their neo-con falsities aren't paying off? your government. who will fight that? the people and workers represented by unions.
you're welcome.
like I said - i'm not even a big union guy (present day unions). I think they need to get their act together and work towards the embetterment for all rather than just clinging on, barely, to what they do have. I do have faith, though, that the economic climate of today will bring about a stronger, better union force.
Rick McCaul replying to a comment from Ace McNugget / October 11, 2012 at 06:16 am
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The TTC is not allowed to Strike, as it is now an essential service. The correct term would be work to rule. It's not the same. The difference is you'll still get on and off public transit, at least. Instead of having to waste money on a cab to get around.
Jeff Quick / October 11, 2012 at 05:21 pm
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An excellent first step in improving PR for the TTC would be to stop hiring miserable people. I have been to a lot of cities, and none of them have had transit workers who publicly admonish their riders quite as passionately as the workers at the TTC. How many times have we as riders been shouted down by bus and streetcar drivers telling us to move back, threatening in rush hour to not move until the people move to the back of the car, when there is no room to move back? Or on the train when the voice on the intercom shouts repeatedly to not hold the doors? Admittedly the 501 streetcar takes a special kind of patence to operate, but perhaps the TTC could assign the more challenging routes to drivers who exhibit a degree of restraint and composure in the face of a challenging day, instead of just throwing money at the problem. The fact that our transit system costs so much to ride is particularly offensive given the low standard of quality it delivers. No amount of glossy ads could be as effective as a pleasant experience in the first person.
léo-A. Cossette / October 15, 2012 at 01:36 pm
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Great work, carry on
Photocopieur / March 12, 2013 at 03:46 am
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Great Post, loved it will be waiting for your future posts,the internet would be a much better place. Please keep it up!

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