By John Showalter

Starting this fall, millions of television viewers in major West Coast cities saw the ILWU Longshore Division’s first commercial, “We Are the ILWU.” The 30-second ad is part of a larger effort to increase public support for the union before longshore contract negotiations begin in the spring of 2008.

“It became clear to everyone during the 2002 lockout that winning public support was absolutely critical to winning our contract fights,” explains International President Bob McEllrath.

Last year, the Longshore Division held a week-long communications training in San Francisco to help prepare rank-and-file members, and trainings for local officers have been held in previous years. 

“The goal is to get our message out to the public and speak with one voice when the heat is on,” says Coast Committeeman Ray Ortiz, Jr.

Inspiration for the union ads came from Local 10’s effort that began in 2006 when they aired radio ads during Oakland Raiders and San Francisco Forty-Niner games. The ads explained how the union was fighting for good jobs in the community, and better environmental protection.

Local 142 in Hawaii also produced their own TV ads to help educate island residents about the wide variety of jobs performed by ILWU members.

President McEllrath worked with the Coast PR Committee to develop a budget for both radio and TV ads that will run up and down the coast through the 2008 contract negotiations.

David Arian, who chairs the Coast Public Relations Committee says the first message was simply, “We’re the ILWU – the folks who bring you the goods that make your life better.” Arian says a second TV ad will be produced for the holidays that will air in late November. The holiday ad will feature ILWU ‘elves’ who help Santa deliver toys for Christmas.

Both ILWU ads will be broadcast in Los Angeles, San Francisco Bay Area, Seattle-Tacoma, and Portland cable markets. Look for the ads during sporting events, on networks like ESPN and, in some areas, on selected programming like CNN’s “Lou Dobbs Tonight” and Discovery Channel’s “Dirty Jobs.” Two versions of the first ad are also posted on the ILWU website www.ilwu.org and on YouTube www/youtube.com.

The ads have also been seen by thousands of Longshore workers who attended screenings of the ILWU documentary, “Eye of the Storm,” that tells the story of the 2002 lockout. Over three thousand workers and family members saw the ads in September at the Warner Grand Theater in San Pedro. Showings in other locations included Local 8 in Portland and Local 23 in Tacoma.