The Problem
During the covid crisis, grocery workers at PCC Community Markets were working on the front lines in hazardous conditions. Their new CEO opposed Seattle’s Hazard Pay Mandate and there was no worker representation on the Community Market’s Board to speak up for workers.
“Nobody told us that when the world falls apart, it’s going to fall on our shoulders.”
Longtime Grocery Worker, Seattle, March 2020
The Solution
Grocery workers at UFCW 21 asked us to help them elect workers to the corporate-dominated board. We needed to reach PCC members and persuade them to vote for workers who would fight for safe working conditions.
Tactics
Interviewed real workers, community leaders, and well-known local fishermen and farmers to create video and digital ads
Built target audiences based on interests, proximity to the store, and interaction with UFCW’s social media presence
Provided messaging and media trainings for candidates and supporters. Generated positive coverage in local media markets
Created digital “PCC Voters Guide,” identified supportive voters, and sent GOTV messages during election
Results
Our ads generated a click through rate over 7 times the industry standard.
The two worker candidates defeated two incumbents, bringing grocery worker voices to the board for the first time in 20 years!
“I am excited and stunned at the victory!”
Laurae McIntyre, newly elected Board Member on PCC’s board of trustees
