CLOSE-UP ON
CRIME FIGHTERS — Parole Officers Joseph Gates, Todd
Taylor and Willis Toms stage a mock parole bust in the
Bronx in November, “apprehending” fellow PO
Alex Lavinio for the videotaping of PEF’s ad
campaign. — Photo by Denyce Duncan Lacy
Ad blitz aims to
save jobs, services
By DENYCE DUNCAN LACY
PEF members played starring roles in the union’s
newest ad campaign, allowing the PEF Public Relations
Department to catch them on the job, with cameras
rolling.
In December, PEF launched a $500,000 ad campaign called
“PEF: New York’s Trust Fund,” as part of
the union’s job security campaign. (See the back
cover of this issue for the full print ad, and visit
www.pef.org to see and hear the TV and radio
commercials.)
The ads highlight PEF’s parole officers, advocates
for the elderly, environmental engineers and registered
nurses from around the state. The 60-second television
spot also features video of other PEF members, including
a water quality specialist, food inspector and civil
engineers.
 JUST ACT NATURAL —
Registered nurse Nancy Martin shares a laugh with patient
Joseph Tate at Helen Hayes Hospital in West Haverstraw
while checking his blood pressure and trying to ignore
the union’s video cameras. —Photo by Denyce
Duncan Lacy
Showcasing vital services
“This half-million-dollar media campaign showcases
the importance of our members and the vital services they
provide to state taxpayers,” said PEF President
Roger Benson. “The campaign features action shots of
our members on the job, serving the public, as well as
extreme close-ups of the members’ faces. They show
New Yorkers that our members are both people you can
trust, and they are a sound investment of your tax
dollars.”
“Our Job Security Committee felt it was important to
feature real members who work in jobs that directly serve
the public,” added PEF Vice President Pat Baker,
chair of the committee. “Especially in this tight
budget year, we need to remind all New Yorkers that we
deliver high quality services that really make a
difference in people’s everyday lives.”
And Benson said the union launched the media campaign
because of the state’s projected $10 billion to $12
billion state budget deficit.
“By reinforcing public awareness of the essential
services PEF members perform every day, we hope to make
sure those services are not sacrificed to fill that
budget gap,” Benson said.
PR Advertising Campaigns
Prime time slots
The campaign included three television spots, a 60-second
radio commercial and print ads.
The broadcast ads hit the network and cable television
stations and radio stations’ airwaves in prime time
on December 12 and continued through December 22 in New
York City, Long Island, the Capital District, Syracuse,
Binghamton, Buffalo, Utica, Rochester and the Hudson
Valley.
The half-page newspaper ads used the same images as those
in the television spots. They appeared in the national
editions of The New York Times on December 13, December
15 and December 17, and in Albany-area newspapers on
December 12 and 15. In all, the union’s spots
appeared more than 1,500 times.
“We are extremely grateful to all the members who
participated in these ads,” Baker said. “Many
of them were recommended to us by their council leaders
or other PEF officers because of the outstanding work
they do, and they all turned out to be natural
actors.”
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COMMUNICATOR HOMEPAGE
Inside This Issue:
Features
Ad blitz aims to save jobs,
services
Pataki eyes budget cuts
ERI savings slim pickings
for state
Bill outlaws discrimination
is now law
Leaders open PS&T
contract talks
PEF honors its Ground Zero
heroes
Departments
President's Message: Budget
balancing act
You Said It: Member's
letters this month
Health & Safety:
Smallpox vaccine concerns
Member
Mobilization:Organization is key
Nurses' Station: Lobby Day
plans for May
Health Notes: Empire Plan
number reaches all
Retirees In Action: Losing
ground financially
PEF Membership Benefits
Program & Travel Corp
Union Matters
Worker's Rights
Reg. 8 brings holiday cheer
State promises Rx for
docs’ pension-credit snafu
They got the 'write stuff':
• Furlani • Wilcox
AED training provides
statewide life support
PEF, Black Caucus plan
receptions
Apply May 1 for Jean DeBow
scholarship
PEF magazine, TV ad win big
2003 Election Rules Dates,
Rules, Requirements
Other Links
Professional Directory
Members' Classified
Member Communicator Feedback
Do You Prefer The Online
Edition?
How To Advertise Here
PEF Pride Store
The Communicator Staff
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