End of year book 2012

1EMC 2012 - The year in review

The year in review

www.essentialmedia.com.au

2 3EMC 2012 - The year in review EMC 2012 - The year in review


A message from EMC’s DirectorsWhen 2012 is consigned to the annals of history

the accepted wisdom will be that this was a

year when a hung parliament and a negative

Opposition drove politics to a new low.

On one level it is a fair retelling of a year of

over-heated scare campaigns and insults,

personal attacks and fi ght-backs, real and

confected scandals.

But behind the acrimony in our national polity

we witnessed some signifi cant steps forward

for Australian society:

legislation to see a National Disability

Insurance Scheme become a reality

commitments to make aged care

accessible for all Australians

new marine protection zones to protect

tracts of Australia’s coastline from over-

fi shing

and a plan to rescue the parched Murray-

Darling basin.

The common thread running through these

issues was that they have advanced with

the support of both the Government and the

Opposition in the wake of overwhelming public

support.

EMC has played our role in all these issues

– working with organisations who want to

drive change to frame the issues and build the

public support that mean our leaders can’t

ignore them.

While we still love to have a fi ght – and

we have the campaigns to prove it – using

new campaigning tools to build community

pressure for change takes our mission of

‘winning campaigns and making organisations

stronger’ to a whole new level.

If anything it’s a greater challenge – deploying

new tools, adapting to a changing media

environment, recognising that communication

needs to be not just external but internal as well.

But it’s a journey we have relished and one we

intend continuing in the year ahead.

Directors Tony Douglas

Peter Lewis

Elizabeth Lukin

Chris Perkins

International Gemma Swart

Communications team Kate Bell

Stephen Dawson

Stephanie de Campo

Carla Drakeford

Adrian Dodd

Edwina Freeme

Jane Garcia

Olivia Greentree

Anaya Latter

Laura Maclean

Alana Mew

Fiona Nixon

Claire O’Rourke

Victoria Purman

Ben Ruse

Anastasia Stomo

Jeana Vithoulkas

Martin Watters

Jackie Woods

Brett Young

Digital and production Stuart Gillies

Kimberley Harlow

Oliver Woodley

Research team Andrew Bunn

Rhea Dhillon

Lara Mainka

Carla Stacey

Kate Whelan

Finance and admin Jade Adams

Alison Jackson

Denise Jaffrey

Rachel Rees

The EMC team

EMC Directors: Chris Perkins, Peter Lewis, Tony Douglas and Elizabeth Lukin


Charting the

national mood

4 5EMC 2012 - The year in review

In 2012 the Essential Report reinforced its reputation as one of the nation’s most accurate – and stable – political polls.

While the major pollsters bounced around like ping-pong balls forcing tortured retrofi t political analysis, Essential’s online omnibus charted a consistent trend line that wrote its own narrative.

While politics is not a horse race, the two-party-preferred trend lines are indicative of national mood – and the story it told of 2012 was instructive.

The year began with an Opposition on the attack and an expectation that the Government would either lose its majority or the PM would be challenged from within.

The negative ratings for the Government worsened after the PM won a caucus vote and the public waited for the carbon tax that they had been convinced would destroy their living standards.

The slow recovery through the second half of the year followed the realisation that the July 1 starting date for a carbon price was not the end of the world; and the synchronised axe-wielding of Liberal State Governments along the eastern seaboard.

Along the way the PM won grudging respect from the electorate for her ability to withstand pressure, peaking with THAT speech in Parliament, enjoying a signifi cant lead over the Opposition leader as preferred PM.

By the end of the year, the major parties were much where they started – the Government still facing a massive – but not impossible task in the election year to come.

Drumming up debate During the course of the year Peter Lewis and Jackie Woods built a national political debate around the fi ndings of the weekly report with a popular column on the ABC’s Drum website.The Essential Report was also featured regularly on Sky’s Monday agenda, ABC’s Insiders and most of the national newspapers.

Two party preferred 2012

Preferred Prime Minister 2012

Key trends in 2012 Declining trust in public institutions

Recovery in support for the carbon price Strong support for NDIS and Gonski

Rudd-bull no Messiah


The national

debate

Revolutionising disability services


Cuts hurt [you]The public service is a handy political target, with politicians

of all stripes promising cuts and so-called ‘effi ciencies’.

The public service has come under particular pressure

lately, with a conservative ‘small government’ agenda

taking hold worldwide arguing that cutting the public

service is good for the economy and society.

Working with the CPSU, EMC created the Cuts Hurt

campaign brings the impact of those cuts home,

identifying the people and services hit.

Via the online campaign hub (www.cutshurt.com.au), members have uploaded a gallery of photos

showing how cuts will hurt them and their workplace, family or community.

The Cuts Hurt campaign had an early win, with the Federal Government committing extra resources

instead of cuts in its mid-year budget review but, with the Coalition talking up big cuts the real

battle is still to come. www.cutshurt.com.au

Manufacturing our futureWhile asylum seekers and climate

change dominate the national

headlines, protection of Australian

jobs remains a top priority issue

with voters.

Working with EMC, the AMWU has

campaigned across the nation to

highlight the benefi ts of a vibrant

manufacturing industry and

campaign for a National Plan for

the industry.

Over the past year, the union has campaigned across the sector – in shipbuilding, defence

procurement, auto-manufacturing, food manufacturing and renewable energy – and successfully

argued for a National Taskforce.

EMC produced a series of adverts highlighting the simple things we can all do to help Australian

manufacturing, like buying Australian made, and ran an online campaign to pressure local MPs to

stand up for their local manufacturing. www.makingourfuture.com.au

Every Australian Counts continued its sweep across the nation,

hitting new heights as people with disability, their families and

carers continued their hard-fought campaign to see the National

Disability Insurance Scheme become a reality.

EMC continued its strategic integrated communications approach

across multiple channels to empower the sector to demand real action.

We produced action-focused emails, high-quality video, web “actions”,

social media community management and printed materials including

posters, banners, postcards and old-fashioned bumper stickers.

The result? The single largest focused supporter base in Australia of

135,000+ people and another 20,000 on Facebook.

More importantly, the disability sector in this country – and its

supporters – now know they are a force to be reckoned with.

Highlights included:

the fi rst national rally ever held in the disability sector with more

than 15,000 supporters coming together across Australia in April to

demand action. The Federal Government immediately responded,

with the Prime Minister announcing $1 billion for NDIS launch sites.

a great DisabiliTEA event which built on its 2011 success, doubling the

number of teas to more than 1,800 nation-wide, attracting national,

regional and local media coverage. Supporters celebrated their teas

face to face and on the Every Australian Counts Facebook page.

As we went to press, a coordinated action of email messages,

telephone calls and personal visits to Federal Members of Parliament

was unfolding in Canberra, with supporters from all over Australia

demanding full funding of the NDIS. For the fi rst time in Australian

political history disability will be an election issue in 2013.

www.everyaustraliancounts.com.au

Making it real

The public service is a handy political target, with politicians

While asylum seekers and climate

change dominate the national

headlines, protection of Australian

jobs remains a top priority issue

with voters.

Working with EMC, the AMWU has

campaigned across the nation to

highlight the benefi ts of a vibrant

manufacturing industry and

campaign for a National Plan for

the industry.

8 9EMC 2012 - The year in review EMC 2012 - The year in review 9EMC 2012 - The year in review8 EMC 2012 - The year in review

Fighting for the MurrayMore than a century of wrangling over the River Murray came to an end when the Federal Parliament adopted an historic plan for the Murray-Darling Basin.

When it’s fully implemented, an extra 3200 billion litres of water will be returned to the river, sustaining the environment, fl ushing out two million tonnes of salt, keeping salinity low and supporting fl oodplains and breeding grounds for birds and fi sh.

The Federal Government has also announced billions in infrastructure spending and for other programs along the river to support communities and agricultural production.

But this wasn’t just an act of goodwill from Canberra – it was the result of a strong community campaign by the South Australian Government under the leadership of Premier Jay Weatherill.

For a century, South Australia has been raising issues about the river on the national stage. As the home of the Murray mouth, where the river fl ows out to sea at Goolwa, South Australians know that when the river suffers, it does so from the mouth up.

But it was only when the government took up the campaign that change actually happened.

EMC was engaged by the SA Department of Premier and Cabinet to devise a campaign to educate South Australians and the broader community about why the proposed Murray-Darling Basin Plan was unacceptable to South Australia.

Using a range of tactics, including online, TV ads, web videos and digital, EMC helped build support for the Fight for the Murray campaign.

Tens of thousands of people signed up for the fi ght: over 19,000 joined the digital campaign and more than 27,000 liked the facebook page.

More than 25,000 watched the web stories on youtube, and there were nearly 47,000 website visits. More than 5,500 people sent messages to the

Prime Minister, calling for a better plan with more water for the Murray.

The lesson? Smart governments don’t just legislate – they campaign to

build public support for their issues. www.fi ghtforthemurray.com.au

Standing up for

the environmentIn June, Environment Minister Tony Burke announced plans for the

largest network of marine protected areas in the world.

It was the culmination of a three-year campaign developed by a

network of environmental groups and EMC that put the issue on

the agenda and then applied the political pressure to see the zones

become law.

The Save Our Marine Life campaign generated over 42,000 public

submissions in support of sanctuaries in 2012 - a record for a

conservation issue in Australia.

In June, the Federal Government announced its plans for marine parks

and sanctuaries around Australia’s coast. It will be the largest network

of marine protected areas in the world.

The policy was the most popular announcement of the current term

of Government and was greeted around the globe as a visionary and

historic step forward for marine conservation.

www.saveourmarinelife.org.au

The scientists strike backWhen Nobel Prize winner Brian Schmidt took a group of politicians to

the roof of Parliament House for a spot of star-gazing it was more than

a golden picture op. It was the culmination of more than a year’s work

to rebuild the standing of science after the vicious attacks from the

climate denial movement.

EMC has worked with Science & Technology Australia throughout the

last 12 months to give scientists a voice and, critically, educate people

about how scientists think – which is, somewhat ironically, sceptically.

World’s largest marine protected area

A series of tv advertisements and web stories were produced featuring real South Australians telling their stories about the River Murray.

Professor Brian Schmidt takes parliamentarians star-gazing on the roof of Parliament House during Science Meets Parliament.


Our voiceA voice for the agedIn a society that celebrates youth, the aged are often invisible, their needs

marginalised; meaning the fi rst step in improving aged care services was

to create a national voice.

EMC worked with the National Aged Care Alliance (NACA) representing

28 diverse organisations campaign for comprehensive reform of

Australia’s ailing aged care system.

The campaign launched in February 2012 with the

www.agewellcampaign.com.au campaign hub supporting a range of

online and offl ine activities.

A three-stage campaign plan with media strategy, political activity and

supporter engagement was executed, attracting over 8,000 supporters

to the site, blanket media coverage and a lobbying presence with three

national events in Canberra.

The result? A $3.7 billion commitment to commence reform in the

2012-13 Budget. www.agewellcampaign.com.au

Racism. It stops with me.After decades of feel-good multiculturalism, the Australian Human Rights Commission was

ready to put ‘racism’ back under the spotlight.

Events like the Cronulla riots, incarceration levels of Aboriginal people in custody and the

attacks on foreign students are just some reminders that we still have a fair way to go to

attain the fair go.

Recognising the need to address the harder edge of racism, EMC was tasked with developing

a strategy to promote a clearer understanding in the Australian community of what racism is,

how it can be reduced and elevate the national discourse beyond the comfortable confi nes of

soft multiculturalism.

EMC developed a research package to examine attitudes towards racism and integrated this

with campaign brand testing and a communications strategy to help the Commission put

racism back on the national agenda.

The research identifi ed a number of pressure points that triggered resistance to

multiculturalism and provided insights into how the target audience understood racism and

the contexts in which racist attitudes and behaviour were justifi ed or silently countenanced.

EMC then developed a campaign slogan that best responded to the attitudes we encountered

and developed a communications strategy.

The campaign slogan that tested the most successfully was adopted by the Commission, and

‘Racism. It stops with me’ was launched in August 2012.

Republic – gone but not forgotten

EMC worked with the Australian Republican

Movement to develop a new corporate

identity and campaign brand to start a new

conversation about an Australian Republic.

The corporate identity retains its deep

Australian roots while also communicating

a modern, forward-thinking approach that

marks the start of a new era for the Australian

Republican Movement.

The campaign brand Our Identity: Who do we

want to be? is the start of a conversation about

Australia, who we want to be as a nation, our

shared values and aspirations for the future.

www.ouridentity.org.au

11EMC 2012 - The year in review10 EMC 2012 - The year in review

Comedian Denise Scott and eighty year old Beryl share their stories about Australia’s ailing aged care system.


CampaigningSantas win backBoxing DayWith legislation that would allow retailers to trade on

December 26th and other key public holidays sitting in the

NSW Parliament, the SDA NSW engaged EMC to help put

pressure on the government to save Boxing Day.

EMC worked with the SDA to develop a media strategy that

would stop the government and retailers taking workers away

from their families over Christmas.

Following a forum where workers, community groups and

religious leaders met to discuss the issue, a group of angry

Santas led the crowd to Parliament.

But before they could get there, with the media attention

heating up, the NSW Government announced it was not

just delaying the vote on the legislation – it was completely

withdrawing it.

PO Box 20, Moranbah QLD 4744

“C’mon Mr Kloppers, come see it for yourself” (we’ll still pay for your airfare)

REWARD

MISSING

Cut out and display in your mining community

Marius Kloppers

CEO

Have you seen this manin Central Queensland?Well-dressed, softly-spoken, Caucasian male, head of the world’s largest mining company.

Invited to Bowen Basin coalmining towns one month ago to see how the mining boomis strangling communities. Still unsighted.

A fairer share of the company’s record profi ts for ourCentral Queensland mining communities.

If seen, please contact BHP Mining Families, who want to pass on the urgent message to the missing man:

A mining debate for the millions, not the billionaires The debate about how we manage Australia’s mining boom has been dominated by the loudest,

richest people in the industry – think Twiggy Forrest, Gina Rinehart, Clive Palmer.

In addition to high-level, behind-the-scenes lobbying, the mining industry has spent millions

on relentless third-party advertising warning that any impost on the huge profi ts generated by

mining would be bad for Australia.

The CFMEU’s Put Something Back campaign brings mining families and communities into the

debate, making the case that the mining boom should deliver for all Australians, not just the

mining billionaires.

Out of sight of most people in the city, the mining boom is putting enormous pressure on mining

communities through dangerous overcrowded roads, skyrocketing housing costs and poor social

services.

As miner’s wife Kaylene Halgh explains in the Put Something Back TV ad, “this town is delivering

a fortune for this country, but where we live, it’s hard to see much coming back.”

Put Something Back stands for investing the benefi ts of the mining boom back into Australian

communities for the long term, especially in mining regions.

EMC also worked with the CFMEU to stand up against BHP who played

hardball with its 4,000 strong central Queensland coalmining workforce.

Our public campaign told the story of the pressures on coalmining

families and communities through the voices of coalminers’ families –

who challenged CEO Marius Kloppers to come up to Central Queensland

and see what was happening for himself. They even offered to pay

his airfare.

Fuelling the fi ghtto save TAFEDid you know that going to TAFE can boost an individuals’ lifetime

earnings by over $300,000?

Dismantling and defunding TAFE and opening vocational training up

to competition from private operators is part of the conservative state

government playbook. In anticipation of major cuts in NSW, the NSW

Public Service Association developed the Our TAFE campaign with EMC.

To support the campaign, the PSA commissioned research from EMC

offi ce-mates the Centre for Policy Development, to demonstrate the

value of TAFE to individuals and the economy.

The report showed TAFE was critical for providing skills training in

areas of skills shortage and to students with disabilities and in regional

and in regional and remote areas, providing important factual fuel to

support the campaign to save TAFE in NSW – a fi ght that’s just begun.

www.ourtafe.org.au

PO Box 20, Moranbah QLD 4744

“C’mon Mr Kloppers, come see it for yourself”“C’mon Mr Kloppers, come see it for yourself” (we’ll still pay for your airfare)

REWARD

Cut out and display in your mining community

Marius Kloppers

CEOCEO

Have you seen this manin Central Queensland?Well-dressed, softly-spoken, Caucasian male, head of the world’s largest mining company.

Invited to Bowen Basin coalmining towns one month ago to see how the mining boomis strangling communities. Still unsighted.

A fairer share of the company’s record profi ts for ourCentral Queensland mining communities.

If seen, please contact BHP Mining Families, who want to pass on the urgent message to If seen, please contact BHP Mining Families, who want to pass on the urgent message to the missing man:the missing man:

As miner’s wife Kaylene Halgh explains in the Put Something Back TV ad, “this town is delivering

a fortune for this country, but where we live, it’s hard to see much coming back.”

Put Something Back stands for investing the benefi ts of the mining boom back into Australian

communities for the long term, especially in mining regions.

EMC also worked with the CFMEU to stand up against BHP who played

hardball with its 4,000 strong central Queensland coalmining workforce.

Our public campaign told the story of the pressures on coalmining

families and communities through the voices of coalminers’ families –

who challenged CEO Marius Kloppers to come up to Central Queensland

and see what was happening for himself. They even offered to pay

www.ourtafe.org.au

13EMC 2012 - The year in review12 EMC 2012 - The year in review

WA

SA

VIC

QLD

NSW Last drinks Sick of being faced with the devastating consequences

of alcohol-fuelled violence, NSW emergency service

workers joined to form the Last Drinks coalition.

There are now more than 38,000 online supporters of

the Last Drinks campaign which has been the driving

force behind action to reduce the problem in NSW.

Action has included the NSW Parliament

introducing a ban on political donations from

businesses in the alcohol industry and the

introduction of trading restrictions in Kings Cross.

Unions stand for Queensland A change of government in Queensland saw a landslide win to the Liberal National Party followed by massive cuts to public sector jobs and community group funding.

Queensland unions were back out on the streets in force after the election, driven by a savvy long-term online campaign ‘Stand for Queensland’, designed and delivered by EMC.

Online activities and community interaction have built a solid base of supporters from unions and community groups, and the campaign is seeing Premier Newman shed popularity almost as fast as he is shedding backbenchers with a wave of resignations from the government.

Keep the promise The Australian Education Union dealt a serious blow to Premier

Ted Ballieu’s credibility over his 2010 election promise to make

Victorian teachers “the best paid teachers in Australia.”

Television, billboard and radio advertisements and online actions

ran in the lead up to industrial action in June and Victoria’s

largest ever public education strike in September.

During the course of the action the Premier’s

satisfaction levels dropped 20 points from 52 to 32, with

dissatisfaction levels increasing from 29 to 50 points.

Respecting the riskPrison offi cers do their jobs not only behind closed

doors, but high walls and locked gates. With a job so

far out of eyesight the challenge to build public support

starts with giving offi cers a human face. Working with

the WA Prison Offi cers Union, EMC developed a hard-

hitting TV and online campaign encouraging people to

‘respect the risk’ prison offi cers face. Based around the

real-life story of an offi cer attacked with a sharpened

toilet brush, the ad has shifted perceptions of prison

offi cers’ work – and the need for a better deal.

Conditions secured In South Australia, 18 months of sustained campaigning

bore fruit when the State Government backed down on

its cuts to public sector long service leave and holiday

leave loading.

New safety laws passed through State Parliament, after

thousands of campaign members sent messages to

South Australian Legislative Council members, and after

a long campaign, unions have won a review of Workcover.

LAST DRINKS LOGO - REVERSE: VECTOR

14 EMC 2012 - The year in review 15EMC 2012 - The year in review

TAS Safety in numbers The Police Association of Tasmania faced savage budget cuts,

reducing its total number of offi cers by ten percent. Cars, radios and

even police stations got the axe.

Working with EMC, the union established an approach including

aggressive targeting of free media and a digital presence using

Facebook and an online campaign hub to raise its call to resource the

force. The union grew its digital presence while focussing on specifi c

campaign targets. It drew substantial attention to the campaign by

focusing on the issue of public safety risks from cutting police.

the states

Coalition state governments down the eastern seaboard are giving some insight into what life might look like under an Abbott Liberal Government.

While it’s generally the case that only incumbents have their political credentials seriously tested as oppositions practice the art of the small target, Campbell Newman, Barry O’Farrell and Ted Baillieu’s synchronised attacks on their state public services are giving voters a taste of life according to the conservative playbook.

State of


A win for Queensland women Long-term underfunding of the Women’s Legal Service (WLS) Queensland meant thousands of

women who were victims of family violence were being turned away.

Further funding pressure late 2011 meant even more women and kids would be turned away.

EMC stood up and developed its Help Fund The Answer campaign including strategic campaign

and political advice, a media campaign supported by The Sunday Mail and set up a campaign

website.

In the lead up to the March 2012 election, then Opposition Leader Campbell Newman committed

to meeting the WLS call for an additional $250,000 per annum for three years.

Once the election was run and won by the LNP, the new government made good on its promise

– despite signifi cant cuts to other government funded services. The service has also won a

guarantee of funding support from a private law fi rm.

Twelve months ago WLS was cutting its services and now they have more funding, expanding

their service and taking their message of legal protection to more and more women and children.

Putting the heart back into bankingIn the wake of the GFC, consumers are looking for more ethical and responsible businesses and

cooperatively-structured, customer-owned business are just that.

After helping bankmecu to transition from a credit union to a bank in 2011, EMC has continued to

work with Australia’s fi rst customer owned bank to defi ne a new kind of fi nancial institution in a

sector that is increasingly dominated by the Big 4 banks.

In 2012, EMC oversaw the development of a new younger brand for the new bank and a move

away from paper-based to video and electronic communication with its 125,000 customers.

This included the creation and launch of a new format bankmecuTV, which has generated triple

the number of views compared to the previous format.

The domination of the major banks and their commentary in the media across Australia remains

a challenge however in 2012 EMC started to make headway through educating key journalists and

building the profi le of the bankmecu Managing Director in the fi nancial trade press.

This year was designated International Year of Cooperatives by the United Nations and EMC has

seen bankmecu leverage profi le through its involvement in a number of events including RMIT’s

Global Shifts Conference and the Next Generation Capitalism forum which saw 500 people come

to Federation Square in Melbourne for a discussion about disruptive capitalism.

EMC also represented bankmecu at the 2012 International Cooperative Summit in Quebec

in October.


Building communities

16 EMC 2012 - The year in review


Outside of Australia, the state of the world

for working people and their families is

anything but optimistic. In the global context, unemployment is

now more than 200 million, the highest on record since the great

depression.

After fi ve years of the fi nancial crisis, the world’s governments

still lack the political will to act. Inequality is growing within and

between countries, and climate change threatens the survival of the

planet itself.

In many countries workers are victims of a coordinated attack on

job security, wages, pensions and fundamental rights.

EMC has worked with the International Trade Union Confederation

and the newest Global Union Federation, IndustriALL, to put the

spotlight on the human cost of austerity.

ITUC Global Poll 2012In the fi rst global poll of its kind covering 13 countries the ITUC

Global Poll 2012 found an alarming trend of worldwide uncertainty

and a deep mistrust of economic decision-makers.

The results were released ahead of the G20 Leaders Summit in

Los Cabos Mexico to show the worldwide rejection of austerity

measures:

58% of people think their country is going in the wrong direction

66% think future generations will be worse off

67% think international banks and fi nancial institutions

have too much infl uence on the economic decisions of their

governments. Conversely, 67 % think that voters don’t have

enough infl uence on economic decisions.

Frontlines 2012 Combining economic analysis

with workers’ testimony fi lmed

in Bulgaria, Mexico, Greece

and Nepal, the ITUC Frontlines

2012 was a multi-media report

released to international media

at the Annual World Bank/IMF

meetings in Tokyo, Japan.

The report shows the scale of

a coordinated global attack on

workers’ rights from international fi nancial organisation and

national governments and is the start of global campaign to

protect rights at work which will be rolled out in 2013.

Al Zaatari refugee camp, JordanThe confl ict in Syria has left thousands of people dead and

many more have fl ed their homes and lost their jobs. Visiting

Zaatari refugee camp in Jordan, ten miles from the Syrian

border with Sharan Burrow, EMC used the newly opened Twitter

account for Sharan Burrow and the ITUC news platform Equal

Times to share real time reporting on life inside the camp.

workers’ rights from international fi nancial organisation and

ITUCFRONTLINES REPORT 2012

International Trade Union Confederation

Workers are in the frontlines of a war on their living and working conditions, from the very forces that brought the financial system to its knees in 2008.

“ We’re forced to work more than 12 hours. They promise us overtime, but we don’t get it.”Narayan Nepali - Nepal

“ They yelled at me, ‘fire him, fire him!’”Ivan Boychev - Bulgaria

“ They have taken away my right to be a mother, I can’t have a child with the money I earn now.” Georgia Koutsoukou - Greece

Internationalaction

Stop the net grabEMC designed a global campaign

to raise awareness of attempts

by a little known UN agency, the

ITU, to regulate the internet. The

plans sponsored by nations with

records of repressing political and

industrial rights drew concerns

from unions and civil society,

alongside some of the pioneers

of the internet. EMC rolled out

a campaign in eight different

languages and a global petition

that targeted national governments

participating in the talks.

Growing green anddecent jobsFrom the Rio+20 Summit in June to the December

UNFCCC climate change talks in Doha, world leaders

are still struggling to make meaningful progress

to act on climate change. Taking complex research

from the Millennium Institute on how investing 2%

of GDP in the green economy could create up to 48

million new jobs, a new report was used to lobby

governments and inform the media about the job

creation benefi ts of acting on climate change.

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How investments in the green economy of 12 countries and seven industries can create 48 million jobs over 5 yearsThis is a summary of the ITUC report ‘Growing Green and Decent Jobs’, which demonstrates how investments in the green economy can generate new employment that contributes to poverty alleviation and social progress. The economic analysis from the Millennium Institute as well as country case studies from Germany, Spain, Bulgaria, Brazil, Dominican Republic, USA, South Africa, Ghana, Tunisia, Indonesia, Nepal, Australia are available at www.ituc-csi.org

April 2012

Economic analysis by the Millennium Institute

Reuters

18 EMC 2012 - The year in review 19

20 EMC 2012 - The year in review

“As technology keeps changing

the challenge will be to adapt it

to the needs of our organisations

to help them operate more

effectively. That’s where our

experience delivers real value.”

Peter Lewis, EMC Director

Next year’s

vision


EMC put its money where its mouth was in 2012, developing new content models for member-based organisations.

Our pilot project ‘3Q – Questions That Count’ showcased progressive leaders debating the big issues, broadcast on Sky and through the Essential Vision website.

This project gave rise to a range of video models for our partners including:

weekly news reports

on the ground news reports

and industry-focussed panel discussions.

We have also developed a member communications mobile phone app that will allow members to directly access news and video content from their organisations, share it and participate in campaigns.

But these are just the tip of the innovation iceberg for 2013:

tools to webcast live events and allow members to participate from home

‘gamifi cation’ models to reward members who support organisations by taking online actions

online education and training services.

2013 and beyond - innovation is key

Documents

End of year book 2012