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CASE STUDY

ETU – CUB Dispute

In conjunction with the ETU, The Creative Works led strategy, concept development and creative execution for the biggest industrial dispute since the Waterfront in 1996.

This included print, video, outdoor, radio, events and social media to encourage consumers to boycott CUB products until 55 maintenance workers were reinstated back to their original jobs.

Reaching over 1.7 million people, the workers were finally reinstated with full pay a few months later – opposed to the 65% pay cut they had been offered initially.

The campaign was a huge victory and will be remembered as one of the most successful union campaigns ever undertaken.

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