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A comprehensive campaign is
labor union A trade union (labor union in American English), often simply referred to as a union, is an organization of workers intent on "maintaining or improving the conditions of their employment", ch. I such as attaining better wages and benefits ( ...
organizing or a
collective bargaining Collective bargaining is a process of negotiation between employers and a group of employees aimed at agreements to regulate working salaries, working conditions, benefits, and other aspects of workers' compensation and rights for workers. The i ...
campaign with a heavy focus on research, the use of community coalition-building, publicity and public pressure, political and regulatory pressure, and economic and legal pressure in addition to traditional organizing tactics. The comprehensive campaign is a labor tactic primarily used in the
United States The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country primarily located in North America. It consists of 50 states, a federal district, five major unincorporated territorie ...
, where labor unions lack many of the legal protections accorded their counterparts in the
European Community The European Economic Community (EEC) was a regional organization created by the Treaty of Rome of 1957,Today the largely rewritten treaty continues in force as the ''Treaty on the functioning of the European Union'', as renamed by the Lisbo ...
and where cultural norms against unions are not as strong. However, as
globalization Globalization, or globalisation (Commonwealth English; see spelling differences), is the process of interaction and integration among people, companies, and governments worldwide. The term ''globalization'' first appeared in the early 20t ...
increases and capital and labor become more mobile, employers outside the U.S. are adopting American union-avoidance tactics, and comprehensive campaigns are becoming more common in Europe and Asia. Comprehensive campaigns are not commonly used in the United States due to their cost and the organizational expertise they require. However, they are gaining popularity in the U.S. labor movement, and many unions claim to be building comprehensive campaign capabilities.


Definition of a comprehensive campaign


Community campaigns

The comprehensive campaign is an evolution of labor union tactics, a process which has been ongoing in the United States since the 1960s. The identification of " good organizing practices," which arose out of a wave of labor union organizing in the 1930s and 1940s, was no longer proving effective for a variety of reasons (innovations in union-avoidance and anti-union tactics, economic and cultural changes, statutory and case law alterations in federal labor protections, etc.). Innovations in grass-roots
community organizing Community organizing is a process where people who live in proximity to each other or share some common problem come together into an organization that acts in their shared self-interest. Unlike those who promote more-consensual community bui ...
, developed outside the labor movement in the 1960s, offered American unions a new way with which to exercise power vis-a-vis employers. In 1971, radical activist
Saul Alinsky Saul David Alinsky (January 30, 1909 – June 12, 1972) was an American community activist and political theorist. His work through the Chicago-based Industrial Areas Foundation helping poor communities organize to press demands upon landlords ...
published ''Rules for Radicals,'' a book which outlined the new strategy of the "community campaign." Activists believed that
suburbanization Suburbanization is a population shift from central urban areas into suburbs, resulting in the formation of (sub)urban sprawl. As a consequence of the movement of households and businesses out of the city centers, low-density, peripheral urba ...
, the rise of
multinational corporation A multinational company (MNC), also referred to as a multinational enterprise (MNE), a transnational enterprise (TNE), a transnational corporation (TNC), an international corporation or a stateless corporation with subtle but contrasting senses, i ...
s, economic dislocation and the alienating effects of modern life had eroded communal norms against corporate greed and misbehavior. By rebuilding a sense of community by uniting existing organizations into new coalitions, or creating new organizations and then educating the coalition members about various causes, these activists believed they could alter the balance of power in their communities. The concept of the
community campaign Community organizing is a process where people who live in proximity to each other or share some common problem come together into an organization that acts in their shared self-interest. Unlike those who promote more-consensual community bui ...
was quickly transferred to the labor movement. Community campaigns frequently use the strategy of labor-community coalitions, or coalitions between unions and community organizations. Coalitions have varying forms and success, depending on the context in which they are organized and the strategies used to build them.


Corporate campaigns

As employers learned about the techniques of the community campaign and discovered sophisticated ways to neutralizing the advantages it gave a union, labor unions expanded their repertoire of tactics as well. The corporate campaign was developed to augment, and sometimes supplant, the community campaign. The corporate campaign identified and influenced members of a company's
board of directors A board of directors (commonly referred simply as the board) is an executive committee that jointly supervises the activities of an organization, which can be either a for-profit or a nonprofit organization such as a business, nonprofit organiz ...
, or the company lenders, customers and/or suppliers. The goal was to uncover
conflicts of interest A conflict of interest (COI) is a situation in which a person or organization is involved in multiple interests, financial or otherwise, and serving one interest could involve working against another. Typically, this relates to situations i ...
, inefficiency, waste, fraud, or mismanagement and use this information, either publicly or privately, to win economic leverage over an employer and achieve the union's goals. Again, employer adaptations undercut the effectiveness of the corporate campaign. Additionally, labor unions found it less expensive to build community coalitions, and relied more heavily on staff-driven corporate campaigns. Many union activists also argued that the publicity generated by a rowdy
shareholder A shareholder (in the United States often referred to as stockholder) of a corporation is an individual or legal entity (such as another corporation, a body politic, a trust or partnership) that is registered by the corporation as the legal own ...
meeting, for example, or an embarrassing report about conflict of interest on a board of directors, supplanted the community campaign by building the necessary community pressure. These arguments proved incorrect. But declining union fortunes (literally) made it difficult to employ the staff and resources necessary to build full-fledged community campaigns. More and more unions came to rely on the corporate campaign even as it became less and less effective.


Comprehensive campaigns

The comprehensive campaign combines the elements of the community campaign and corporate campaign, but is much more far-reaching. Bob Harbrant, then-president of the Food and Allied Service Trades Department of the
AFL–CIO The American Federation of Labor and Congress of Industrial Organizations (AFL–CIO) is the largest federation of unions in the United States. It is made up of 56 national and international unions, together representing more than 12 million ac ...
and an early theorist of comprehensive campaigns, argued in 1987: :This is where comprehensive campaign organizing programs come into existence and why I say not a corporate campaign. A corporate campaign, per se, is too narrow in focus. When I say comprehensive campaign, I am talking about having the widest possible net and scooping up everything. At the heart of the comprehensive campaign is research concerning the company and a broad-based community campaign which disseminates this research. The comprehensive campaign seeks to utilize all the levers of influence and power against an employer. State or local legislation antithetical to the employer's interests is introduced. Pressure is exerted through business license,
zoning Zoning is a method of urban planning in which a municipality or other tier of government divides land into areas called zones, each of which has a set of regulations for new development that differs from other zones. Zones may be defined for a si ...
and regulatory processes. Political pressure is applied by electing local, state and federal officials, and seeking the appointment of union-friendly bureaucrats. Lawsuits may be filed. Reports and "
white paper A white paper is a report or guide that informs readers concisely about a complex issue and presents the issuing body's philosophy on the matter. It is meant to help readers understand an issue, solve a problem, or make a decision. A white paper ...
s" may be issued, and relationships with members of the press built. Picketing may occur at charity events, at the homes of board members or senior corporate officers, at the workplace, or at the place of business of subsidiaries, customers or suppliers. The support of
religious Religion is usually defined as a social system, social-cultural system of designated religious behaviour, behaviors and practices, morality, morals, beliefs, worldviews, religious text, texts, sacred site, sanctified places, prophecy, prophecie ...
,
community A community is a social unit (a group of living things) with commonality such as place, norms, religion, values, customs, or identity. Communities may share a sense of place situated in a given geographical area (e.g. a country, village, tow ...
,
civic Civic is something related to a city or municipality. It also can refer to multiple other things: General *Civics, the science of comparative government *Civic engagement, the connection one feels with their larger community *Civic center, a comm ...
,
consumer A consumer is a person or a group who intends to order, or uses purchased goods, products, or services primarily for personal, social, family, household and similar needs, who is not directly related to entrepreneurial or business activities. T ...
,
environmental A biophysical environment is a biotic and abiotic surrounding of an organism or population, and consequently includes the factors that have an influence in their survival, development, and evolution. A biophysical environment can vary in scale f ...
and other groups is won and continuously displayed to the employer and the public. As information is uncovered, it is assessed and fit into a strategic plan extending (in some cases) several years into the future. Escalation is planned, back-door channels sought (through which negotiations may be conducted), and new allies found. The comprehensive campaign is a pressure campaign, one which seeks to continuously apply pressure until the employer makes an egregious error (for example, harms the community in some way or overreacts to union pressure) or the union uncovers embarrassing or damaging information.


Continuing confusion over term of art

There is, however, still some confusion over the term "comprehensive campaign". In part, this is because some writers use the term "comprehensive" as an adjective for the word "campaign" rather than as a
term of art Jargon is the specialized terminology associated with a particular field or area of activity. Jargon is normally employed in a particular communicative context and may not be well understood outside that context. The context is usually a particu ...
. For example, Bronfenbrenner and Hickey define a comprehensive campaign as one which contains the following elements: :... 1) adequate and appropriate staff and financial resources; 2) strategic targeting; 3) active and representative rank-and-file organizing committees; 4) active participation of member volunteer organizers; 5) person-to-person contact inside and outside the workplace; 6) benchmarks and assessments to monitor union support and set thresholds for moving ahead with the campaign; 7) an emphasis on issues which resonate in the workplace and in the community; 8) creative, escalating internal pressure tactics involving members in the workplace; 9) creative, escalating external pressure tactics involving members outside the workplace, locally, nationally and/or internationally; and 10) building for the first contract during the organizing campaign... Since nine of the 10 elements listed by Bronfenbrenner and Hickey are elements of "good organizing practices" used in traditional union organizing campaigns, it is clear that they are referring not to the term of art "comprehensive campaign" but to a traditional organizing campaign which is comprehensive (e.g., uses most or all of the traditional organizing tactics).Bensinger, ''Reaching Higher,'' 2002. Other sources exhibit confusion over the term "comprehensive campaign" because they lack knowledge about the state of labor union organizing. In some cases, writers do not appear to understand what a comprehensive campaign is, and equate the term with community campaign or corporate campaign. Subsequently, use of the term "comprehensive campaign" varies widely among labor activists, employers, attorneys or academics. This may cause confusion when an author or speaker refers to a comprehensive campaign but means something more restricted. Context is often the key to determining exactly what a person means, and speeches and written works must be closely read to determine the actual meaning of the descriptive phrase used.


Elements of a comprehensive campaign

Comprehensive campaigns contain a number of different elements. Some or all of them may be used, and use varies over time and according to circumstances. According to labor union strategists, use of a given element is dictated by strategy and research.


Goals and length

There may be one or more goals to a comprehensive campaign. Most often, the goal is to form a union at an employer's workplace or multiple workplaces simultaneously. In organizing, the goal of the comprehensive campaign may be to encourage the employer to recognize the union without recourse to a
National Labor Relations Board The National Labor Relations Board (NLRB) is an independent agency of the federal government of the United States with responsibilities for enforcing U.S. labor law in relation to collective bargaining and unfair labor practices. Under the Natio ...
(NLRB) election, to sign a neutrality agreement or code of conduct for the organizing election, to agree to hold an election under the auspices of a neutral third-party, or to recognize the union once it was won an NLRB-sponsored election. One or all of these may be the goal of the comprehensive organizing campaign. Comprehensive campaigns are not limited to organizing, however. They may also be aimed at winning an initial or successor collective bargaining agreement, or to achieve a collective bargaining goal or goals (such as a union security clause). Comprehensive campaigns have also been used to prevent plant closings, prevent plant openings, or to encourage the employer to take some action (such as opposing a business competitor, withdrawing support for legislation, etc.). Comprehensive campaigns vary in length. Many elements of a comprehensive campaign take one or more years to be effective. Subsequently, comprehensive campaigns are often expected to last over many years. But they may last only months or only one or two, if the union's goals are achieved quickly.


Three core elements

Comprehensive campaigns are notoriously expensive, and require significant lead-time to initiate. Many labor union activists advocate a six-month research effort before the comprehensive campaign begins, making it difficult to properly undertake a comprehensive campaign once a
strike Strike may refer to: People *Strike (surname) Physical confrontation or removal *Strike (attack), attack with an inanimate object or a part of the human body intended to cause harm *Airstrike, military strike by air forces on either a suspected ...
or negotiations have begun. Various elements make up a comprehensive campaign. Chief among these is research. Research into the employer's finances, business strategy, governance, structure, leadership, board of directors, vendors and suppliers, building plans, staffing, billing, and operations (among other things) occurs six months or more before the comprehensive campaign begins. Research into other areas, such as state law and regulatory regimes, community demographics, workplace health and safety, local and state labor union strength, political support and other non-employer issues also occurs. Although the most intense research phase begins before the comprehensive campaign is publicly announced, research continues throughout the comprehensive campaign. Comprehensive campaigns are research-driven: The information discovered is analyzed, assessed and fit into short- and long-term strategies, which then drive additional research as well as dictate the pace, timing, and actions undertaken in the media, legal, community and other realms. Forging ties and working relations with other groups—the community campaign—is a secondary but vital component of the comprehensive campaign. The goal of the community campaign element varies, depending on the research outcomes. Community campaign tactics may merely extend to coordinating publicity and or joint
lobbying In politics, lobbying, persuasion or interest representation is the act of lawfully attempting to influence the actions, policies, or decisions of government officials, most often legislators or members of regulatory agency, regulatory agencie ...
, but may also encompass
boycott A boycott is an act of nonviolent, voluntary abstention from a product, person, organization, or country as an expression of protest. It is usually for moral, social, political, or environmental reasons. The purpose of a boycott is to inflict som ...
s, information-gathering,
electoral politics An electoral system or voting system is a set of rules that determine how elections and referendums are conducted and how their results are determined. Electoral systems are used in politics to elect governments, while non-political elections ma ...
, educating the community about labor unions, enhancing or impugning reputations,
viral marketing Viral marketing is a business strategy that uses existing social networks to promote a product mainly on various social media platforms. Its name refers to how consumers spread information about a product with other people, much in the same way tha ...
and more. Establishing community-based " workers' rights boards"—led by prominent religious or civic leaders—or other investigatory bodies is also common. Another element of the comprehensive campaign is writing, introducing and seeking the passage of local, county, state or federal legislation inimical to the employer's business interests. Such legislation may be aimed at the business interests of suppliers, vendors, customers, subsidiaries or co-owners as well. The goal of legislative activity may merely be to force the employer to divert resources to lobbying, election politics or other legislative activity, or it may be to enact legislation.Pope, "Labor-Community Coalitions and Boycotts," ''Texas Law Review,'' 1991. Proposed legislation may be as broad as universal healthcare or comprehensive workplace safety laws or as narrow as requiring the employer to collect and publicly report information which is not otherwise available (and which the union may later analyze and use). An extensive publicity effort is a second and subsidiary, although vital, aspect of the comprehensive campaign. Publicity—often called "the air war"—is one of the primary vehicles by which information gleaned from employer research may be used. The use of "white papers", press conferences, advertising (in all media) or the distribution of research (independent or not) often is an important aspect of the publicity campaign. The creative release of information to the public is increasing. Demonstrations, the use of
street theater Street theatre is a form of theatrical performance and presentation in outdoor public spaces without a specific paying audience. These spaces can be anywhere, including shopping centres, car parks, recreational reserves, college or university c ...
and music, picketing, leafleting, bannering and disruptive tactics (such as projecting images on a plant's walls at night or using "human flies" to climb buildings and hang banners) are increasingly common means of attracting public attention in an age where
information overload Information overload (also known as infobesity, infoxication, information anxiety, and information explosion) is the difficulty in understanding an issue and effectively making decisions when one has too much information (TMI) about that issue, ...
is common. Although the timing and duration of the "air war" varies widely, experience suggests that the publicity campaign takes up half to two-thirds of the comprehensive campaign timeline. A third vital, but secondary, element is traditional organizing. Known as "the ground war" in the labor movement, traditional organizing often occurs late in a comprehensive campaign. In part, this is because research, publicity, building community coalitions, legislative work, legal pressure and other elements of the comprehensive campaign are time-consuming and not immediately effective. But "the ground war" is also staff-intensive (which is to say, expensive), so it is often implemented only in the final stages of the campaign, when the employer has been so weakened that success becomes more likely than not. Research also suggests that workers cannot be "activated" for long periods of time without encountering burnout or discouragement. Hence, the "ground war" is saved for the final stage of the comprehensive campaign.


Lesser elements

There are other, lesser, elements which make up comprehensive campaigns as well. "The inside game," in which workers apply pressure from within, may also form part of the comprehensive campaign. "The inside game" consists of activities which can be done on the shop floor or in the workplace. They can be as varied as symbolic demonstrations, petitioning a supervisor for changes, filing strategic
grievances A grievance () is a wrong or wikt:hardship, hardship suffered, real or supposed, which forms legitimate grounds of complaint. In the past, the word meant the infliction or cause of hardship. See also * Complaint system References
,
slowdown A slowdown ( UK: go-slow) is an industrial action in which employees perform their duties but seek to reduce productivity or efficiency in their performance of these duties. A slowdown may be used as either a prelude or an alternative to a stri ...
s or
working to rule Work-to-rule (also known as an Italian strike, in Italian: ''Sciopero bianco'', or Slowdown in US usag is a job action in which employees do no more than the minimum required by the rules of their contract or job, and strictly follow time-cons ...
. A legal strategy also plays an important role in the comprehensive campaign. Part of the legal strategy may use labor laws to cause the employer to divert management resources to employee relations and away from the anti-union effort. This may involve the strategic filing of
unfair labor practice An unfair labor practice (ULP) in United States labor law refers to certain actions taken by employers or unions that violate the National Labor Relations Act of 1935 (49 Stat. 449) (also known as the NLRA and the Wagner Act after NY Senator R ...
charges or grievances, picketing, leafleting or bannering. Advantage is often taken of workplace health and safety laws, with unions filing health and safety or environmental complaints against the employer. Business and professional licensure, zoning procedures, building permitting and other laws and regulations may also be advantageously (and legitimately) used to hinder, harass and influence the employer to recognize the union, negotiate a contract, or achieve other goals. As globalization has become more prevalent, international activity has also become an increasingly prominent element of comprehensive campaigns. In many ways, the building of international coalitions of trade unions, environmental groups, consumer federations and others has been an element of comprehensive campaigns since the mid-1980s. American labor unions had little occasion to engage in international activity in the past. In the 2000s, international coalition-building—especially with unions in
Western Europe Western Europe is the western region of Europe. The region's countries and territories vary depending on context. The concept of "the West" appeared in Europe in juxtaposition to "the East" and originally applied to the ancient Mediterranean ...
(who represent workers at, and have strong working relationships with, the parent companies of American subsidiaries)—became far more important in the U.S.


Effectiveness of comprehensive campaigns

Within the American labor movement, there is widespread agreement that comprehensive campaigns—while expensive, time-consuming, and labor-intensive—are effective ways to encourage employers to recognize unions, negotiate collective bargaining agreements and achieve similar union goals.


Assessment of organizing effectiveness

Recent studies indicate that comprehensive campaigns are highly effective at not only countering union-avoidance efforts and anti-union campaigns, but at winning NLRB-sponsored organizing elections: :In elections with moderately aggressive employer campaigns, when the union runs a comprehensive campaign, win rates average 93 percent overall and 75 percent in manufacturing. However, win rates drop to 35 percent overall, 29 percent in manufacturing, when the union fails to run a comprehensive campaign. Other research is less sanguine, arguing that comprehensive campaigns are most effective only in the context of collective bargaining context. Some preliminary research suggests that comprehensive campaigns tend to fail more often in organizing drives, and appear to have little effect as a non-strike weapon.


Assessment of union-building effectiveness

Labor unions are deeply concerned with the viability of the local organization which emerges from an organizing drive. The process by which potential members are educated about unions and the labor movement, local leaders are trained, and effective, democratic organizations established is known as "union-building." It is well-recognized that some successful organizing techniques build strong unions, while other, equally successful techniques, do not. Some early evidence suggests that comprehensive campaigns build strong unions. Weakened employers are unable to counter newly built unions, providing union leaders and members with a much less steep
learning curve A learning curve is a graphical representation of the relationship between how Skill, proficient people are at a task and the amount of experience they have. Proficiency (measured on the vertical axis) usually increases with increased experience ...
. Some scholars also find that union members involved in comprehensive campaigns are more active in the collective bargaining process and in the life and culture of the new union. But other studies find that corporate campaigns are too staff-intensive and discourage member activism. One early analysis showed that comprehensive campaigns tend to be used only against companies that produce brand-name consumer products or that are service-oriented. These campaigns focus heavily on public pressure to force the employer to recognize the union, and fail to engage rank-and-file workers in the development and analysis of research, strategizing, campaign implementation and the "ground war."


History of comprehensive campaigns

Comprehensive campaigns emerged in the 1970s. The first true comprehensive campaign (which utilized, to some degree, all of the elements described herein) occurred in the mid-1970s. Ray Rogers, a staff organizer with the
Amalgamated Clothing Workers of America Amalgamated Clothing Workers of America (ACWA) was a United States labor union known for its support for "social unionism" and progressive political causes. Led by Sidney Hillman for its first thirty years, it helped found the Congress of Ind ...
(ACWA), ran a comprehensive campaign against J.P. Stevens, a large textile manufacturer in the
South South is one of the cardinal directions or Points of the compass, compass points. The direction is the opposite of north and is perpendicular to both east and west. Etymology The word ''south'' comes from Old English ''sūþ'', from earlier Pro ...
. The union eventually organized more than 3,000 Stevens workers at 10 plants. The organizing drive was featured in the
Academy Award The Academy Awards, better known as the Oscars, are awards for artistic and technical merit for the American and international film industry. The awards are regarded by many as the most prestigious, significant awards in the entertainment ind ...
-winning film ''
Norma Rae ''Norma Rae'' is a 1979 American drama film directed by Martin Ritt from a screenplay written by Irving Ravetch and Harriet Frank Jr. The film is based on the true story of Crystal Lee Sutton— which was told in the 1975 book ''Crystal Lee, a W ...
'' in
1979 Events January * January 1 ** United Nations Secretary-General Kurt Waldheim heralds the start of the ''International Year of the Child''. Many musicians donate to the ''Music for UNICEF Concert'' fund, among them ABBA, who write the song ...
. A second major comprehensive campaign occurred roughly a decade later. In 1984, the
Oil, Chemical and Atomic Workers International Union The Oil, Chemical and Atomic Workers Union (OCAW) was a trade union in the United States which existed between 1917 and 1999. At the time of its dissolution and merger, the International represented 80,000 workers and was affiliated with the AFLâ ...
(OCAW) waged a comprehensive campaign against the German chemical company
BASF BASF Societas Europaea, SE () is a German multinational corporation, multinational chemical company and the List of largest chemical producers, largest chemical producer in the world. Its headquarters is located in Ludwigshafen, Germany. The ...
. OCAW mounted a campaign that involved environmental groups and unions in
West Germany West Germany is the colloquial term used to indicate the Federal Republic of Germany (FRG; german: Bundesrepublik Deutschland , BRD) between its formation on 23 May 1949 and the German reunification through the accession of East Germany on 3 O ...
, and ultimately pressured BASF to end the lockout and sign a contract. That same year, a corporate campaign run by the
Farm Labor Organizing Committee The Farm Labor Organizing Committee (FLOC) is a labor union representing migrant farm workers in the Midwestern United States and North Carolina. History FLOC was founded in Toledo, Ohio, in 1967 by Baldemar Velasquez.Barger and Reza, ''The Farm ...
(FLOC),
AFL–CIO The American Federation of Labor and Congress of Industrial Organizations (AFL–CIO) is the largest federation of unions in the United States. It is made up of 56 national and international unions, together representing more than 12 million ac ...
, ended a six-year strike and boycott and won the union its first contract. In 1978, 2,000 FLOC members walked off their jobs in the
Midwest The Midwestern United States, also referred to as the Midwest or the American Midwest, is one of four Census Bureau Region, census regions of the United States Census Bureau (also known as "Region 2"). It occupies the northern central part of ...
. While some growers were willing to negotiate, big canners such as the
Campbell Soup Company Campbell Soup Company, trade name, doing business as Campbell's, is an American processed food and snack company. The company is most closely associated with its flagship canned soup products; however, through mergers and acquisitions, it has gro ...
were unwilling to pay the higher prices which would accompany a unionized workforce. FLOC initiated a boycott of Campbell's. Six years later, not much had changed. In 1984, FLOC asked Ray Rogers (who had left ACWA and founded a consulting firm that helped unions run comprehensive campaigns) for help. Rogers developed a comprehensive campaign strategy which included a well-publicized demonstration at a Campbell Soup shareholder meeting and targeted three members of Campbell's board of directors for economic pressure. In February 1986, Campbell and its growers recognized FLOC as the workers' representative and signed a collective bargaining agreement which provided for wage increases, grievance resolution, insurance, and committees to study pesticide safety, housing, health care, and day care issues. Shortly thereafter, FLOC reached deals with Vlasic,
Heinz The H. J. Heinz Company is an American food processing company headquartered at One PPG Place in Pittsburgh, Pennsylvania. The company was founded by Henry J. Heinz in 1869. Heinz manufactures thousands of food products in plants on six conti ...
, Green Bay Foods (now part of
Dean Foods Dean Foods was an American food and beverage company and the largest dairy company in the United States. Headquartered in Dallas, Texas, the company maintained plants and distributors in the United States. Dean Foods had 66 manufacturing faciliti ...
), Aunt Jane's (now part of Dean Foods) and
Dean Foods Dean Foods was an American food and beverage company and the largest dairy company in the United States. Headquartered in Dallas, Texas, the company maintained plants and distributors in the United States. Dean Foods had 66 manufacturing faciliti ...
. The first widely acknowledged failure of a comprehensive campaign occurred in 1985. Under pressure from international competition, the U.S.
meat packing industry The meat-packing industry (also spelled meatpacking industry or meat packing industry) handles the slaughtering, processing, packaging, and distribution of meat from animals such as cattle, pigs, sheep and other livestock. Poultry is generally no ...
had seen one major bankruptcy and a number of plant closings. In 1984, six of the eight major
United Food and Commercial Workers The United Food and Commercial Workers International Union (UFCW) is a labor union representing approximately 1.3 million workers in the United States and Canada in industries including retail; meatpacking, food processing and manufacturing; hosp ...
(UFCW) locals in the
Hormel Hormel Foods Corporation is an American food processing company founded in 1891 in Austin, Minnesota, by George A. Hormel as George A. Hormel & Company. The company originally focused on the packaging and selling of ham, sausage and other pork, ...
chain prepared to re-negotiate wages under wage re-opener. In July, all locals except Local P-9 in
Austin, Minnesota Austin is a city in, and the county seat of, Mower County, Minnesota, United States. The population was 26,174 at the 2020 census. The town was originally settled along the Cedar River and has two artificial lakes, East Side Lake and Mill Po ...
, agreed to strike Hormel in September. But by that time, all the locals except P-9 had reached an agreement setting wages at $9.00 an hour, with a $1.00-an-hour increase to occur in 1985. In October 1984, Hormel reduced wages at the Austin plant from $10.69 to $8.25 an hour. Local P-9 subsequently hired Ray Rogers to run a comprehensive campaign to restore wages to their former level. But in December 1984, UFCW refused to support the comprehensive campaign. The workers struck in August 1985, starting the 1985–86 Hormel strike. UFCW initially supported the strike, but refused to sanction a boycott of Hormel products. In January 1986, Hormel re-opened the Minnesota plant with replacement workers, and the strike—and the local—collapsed. The Hormel strike was featured in the
1990 File:1990 Events Collage.png, From left, clockwise: The 1990 FIFA World Cup is played in Italy; The Human Genome Project is launched; Voyager I takes the famous Pale Blue Dot image- speaking on the fragility of Humankind, humanity on Earth, Astroph ...
Academy Award-winning documentary '' American Dream''. Comprehensive campaigns began attracting academic attention in 1985. The first known publication of a work examining comprehensive campaigns was Lawrence Mishel's article, "Strengths and Limits of Non-Workplace Strategies," published in the Fall 1985 issue of '' Labor Research Review''. Another important comprehensive campaign failed in 1988. In June 1987, workers at the
International Paper The International Paper Company is an American pulp and paper company, the largest such company in the world. It has approximately 56,000 employees, and is headquartered in Memphis, Tennessee. History The company was incorporated January 31 ...
company mill in Androscoggin, Maine struck to resist company-demanded concessions. Led by Maine AFL–CIO organizer Peter Kellman, the moribund local became a hotbed of worker activism and community organizing. However, inadequate protections of federal labor law and internal union politics (especially those at international union headquarters as well as rivalries between the local union and its parent) led the parent union to refuse to fund the comprehensive campaign. After the company hired replacement workers, the strike ultimately failed. A comprehensive campaign helped the
United Steelworkers The United Steel, Paper and Forestry, Rubber, Manufacturing, Energy, Allied Industrial and Service Workers International Union, commonly known as the United Steelworkers (USW), is a general trade union with members across North America. Headquar ...
(USW) win a contract at Ravenswood Aluminum. In November 1990, Ravenswood Aluminum locked out 1,700 employees as their contract expired and hired replacement workers. USW began a comprehensive campaign which involved a heavy research component. USW eventually publicized the plant's poor safety record, applied political pressure in Congress to protect the domestic aluminum smelting industry, and discovered that Ravenswood Aluminum was controlled by fugitive billionaire
Marc Rich Marc Rich (born Marcell David Reich; December 18, 1934 – June 26, 2013) was an international commodity, commodities Trader (finance), trader, hedge fund manager, financier, businessman, and financial criminal. He founded the commodities company ...
. The campaign is notable because of the extensive international pressure the USW brought to bear on Ravenswood and for the creative legal strategies the union employed. Most importantly, however, the Ravenswood effort showed that, properly undertaken and financed, a comprehensive campaign could put so much pressure on an employer that even recourse to permanent replacements could not defeat the union (as the tactic had at Hormel and International Paper). In 1993, UFCW undertook a comprehensive campaign in the food industry. The UFCW had conducted a decade-long organizing effort against
Food Lion Food Lion is an American regional grocery store chain headquartered in Salisbury, North Carolina, that operates over 1100 supermarkets in 10 states of the Mid-Atlantic and Southeastern United States (Delaware, Georgia, Kentucky, Maryland, North ...
, a nonunion chain of warehouse-style grocery stores. By the early 1990s, however, UFCW became convinced that traditional organizing methods were no longer working, and the union initiated a comprehensive campaign. An essential part of the union strategy was an innovative
class-action lawsuit A class action, also known as a class-action lawsuit, class suit, or representative action, is a type of lawsuit where one of the parties is a group of people who are represented collectively by a member or members of that group. The class action ...
by about 400 current and former Food Lion workers, who alleged they had been forced by their employer to work off-the-clock. Eventually, the
United States Department of Labor The United States Department of Labor (DOL) is one of the executive departments of the U.S. federal government. It is responsible for the administration of federal laws governing occupational safety and health, wage and hour standards, unemploym ...
fined Food Lion, which delivered $16 million in back-pay to the workers. UFCW quickly undertook a second class-action suit, in which workers claimed wrongful termination and violation of COBRA rights. Again, UFCW was successful. However, Food Lion retaliated by filing a $300 million lawsuit against its workers and UFCW for violating the federal
RICO Act The Racketeer Influenced and Corrupt Organizations (RICO) Act is a United States federal law that provides for extended criminal penalties and a civil cause of action for acts performed as part of an ongoing criminal organization. RICO was en ...
. Although Food Lion's lawsuit was eventually dismissed, UFCW was unable to organized the workers, achieve recognition of the union or negotiate a collective bargaining agreement. By 1996, comprehensive campaigns had drawn the attention of
Congress A congress is a formal meeting of the representatives of different countries, constituent states, organizations, trade unions, political parties, or other groups. The term originated in Late Middle English to denote an encounter (meeting of a ...
. Rep.
Pete Hoekstra Cornelis Piet "Pete" Hoekstra (; born October 30, 1953) is a Dutch-American politician who served as the United States Ambassador to the Netherlands from January 10, 2018, to January 17, 2021. A member of the Republican Party, he previously ser ...
( R-- Mich.) introduced legislation to outlaw union corporate campaign tactics. Hearings were held, but the legislation died in subcommittee. More recent examples of comprehensive campaigns include those waged by
SEIU Service Employees International Union (SEIU) is a labor union representing almost 1.9 million workers in over 100 occupations in the United States and Canada. SEIU is focused on organizing workers in three sectors: healthcare (over half of members ...
and its
Justice for Janitors Justice for Janitors (JfJ) is a social movement organization that fights for the rights of janitors (caretakers and cleaners) across the US and Canada. It was started on June 15, 1990, in response to the low wages and minimal health-care coverage t ...
campaign against custodial firms, the
Teamsters The International Brotherhood of Teamsters (IBT), also known as the Teamsters Union, is a labor union in the United States and Canada. Formed in 1903 by the merger of The Team Drivers International Union and The Teamsters National Union, the u ...
against
Quebecor World Quebecor World Inc. was a printing subsidiary of Quebecor Inc. based in Montreal, Quebec. It comprised a number of small and large print shops throughout the world. In 2010, Quebecor World (now known as Worldcolor) was acquired by Wisconsin-based ...
,
UNITE HERE UNITE HERE is a labor union in the United States and Canada with roughly 300,000 active members. The union's members work predominantly in the hotel, food service, laundry, warehouse, and casino gaming industries. The union was formed in 2004 by ...
against the laundry company
Cintas Cintas Corporation () is an American corporation headquartered in Mason, Ohio which provides a range of products and services to businesses including uniforms, mats, mops, cleaning and restroom supplies, first aid and safety products, fire ex ...
, and SEIU and UFCW against
Wal-Mart Walmart Inc. (; formerly Wal-Mart Stores, Inc.) is an American multinational retail corporation that operates a chain of hypermarkets (also called supercenters), discount department stores, and grocery stores from the United States, headquarter ...
. There are reports that SEIU is beginning a comprehensive campaign which involves hospitals and other healthcare providers in and around Boston, Massachusetts.


Criticisms of comprehensive campaigns


Management-side critics

Critics of labor unions argue that comprehensive campaigns violate the spirit, if not letter, of federal labor law. They claim that comprehensive campaigns ignore the established policies and election procedures of the
National Labor Relations Act The National Labor Relations Act of 1935, also known as the Wagner Act, is a foundational statute of United States labor law that guarantees the right of private sector employees to organize into trade unions, engage in collective bargaining, and ...
(NLRA), and that—through the use of neutrality and
card check Card check, also called majority sign-up, is a method for employees to organize into a labor union in which a majority of employees in a bargaining unit sign authorization forms, or "cards", stating they wish to be represented by the union. Since ...
agreements—they violate workers' freedom of speech and choice. Some critics argue further that, absent the protection of federal labor law, employees are coerced or misled into signing union authorization cards (e.g., duped into forming a union which can then not be dislodged). A second, but related, criticism is that comprehensive campaigns organize a workplace because union bosses want it organized, not because workers want a union. Many emerging arguments against comprehensive campaigns are legal in nature. For example, a number of employers have asserted that unions file frivolous lawsuits as part of such efforts, clogging the courts, taking the organizing process out of workers' hands and putting it into those of judges, and diverting resources from useful and efficient causes to "wasteful" legal causes. A second legal claim is that comprehensive campaigns are not protected activity under the NLRA. In 1958, the
Supreme Court A supreme court is the highest court within the hierarchy of courts in most legal jurisdictions. Other descriptions for such courts include court of last resort, apex court, and high (or final) court of appeal. Broadly speaking, the decisions of ...
ruled in ''NLRB v. Wooster Division of Borg-Warner Corp.,'' 356 U.S. 342, that unions are prohibited from striking over subjects of bargaining not encompassed by "wages, hours, and other terms or conditions of employment" (the phrase used in the NLRA). Legal critics of comprehensive campaigns claim that the ''Borg-Warner'' ruling prohibits unions from exercising economic pressure against an employer when that pressure is not explicitly and directly aimed at changing the terms and conditions of employment. A third legal argument is that comprehensive campaigns run afoul of federal and state RICO statutes, which prohibit racketeering. "Perhaps the most interesting and significant of the predicate acts likely to be present in a corporate campaign is state law
blackmail Blackmail is an act of coercion using the threat of revealing or publicizing either substantially true or false information about a person or people unless certain demands are met. It is often damaging information, and it may be revealed to fa ...
, which is a species of extortion. Indeed, applying RICO to corporate campaigns comes down, in large measure, to understanding the crime of blackmail under state law, and recognizing that—legally speaking—corporate campaigns are, at bottom, a pattern of blackmail." In the Steelworkers' comprehensive campaign against Bayou Steel, the employer filed a federal RICO action which, although settled before a judge had ruled, "forced the union to devote extensive staff and financial resources to defend themselves, distracting attention and energy from the omprehensive/nowiki> campaign itself." In October 2007,
Smithfield Foods Smithfield Foods, Inc., is an American pork producer and food-processing company based in Smithfield, Virginia, in the United States, and an independent subsidiary of WH Group. Founded in 1936 as the Smithfield Packing Company by Joseph W. Luter ...
filed a RICO suit against UFCW over that union's campaign to organize 4,600 workers, and
Wackenhut G4S Secure Solutions (USA) is an American / British-based security services company, and a subsidiary of G4S, G4S plc. It was founded as The Wackenhut Corporation in 1954, in Coral Gables, Florida, by George Wackenhut and three partners (all ar ...
sued SEIU over a campaign to organize that company's security guards. A fourth legal argument is that comprehensive campaigns violate federal anti-trust law. As unions work with other organizations, it is claimed that they form, essentially, a commercial enterprise which seeks to economically dominate the market much in the same way that a monopoly does. In support of this claim, critics note that the Supreme Court has read the
Sherman Sherman most commonly refers to: *Sherman (name), a surname and given name (and list of persons with the name) ** William Tecumseh Sherman (1820–1891), American Civil War General *M4 Sherman, a tank Sherman may also refer to: Places United St ...
, Clayton and Norris-LaGuardia acts in such a way that unions are held exempt from federal antitrust laws but only so long as a union acts in its own self-interest and does not lose its primary character as a labor union by combining with other, non-labor groups or organizations. In crafting community and comprehensive campaigns, critics say, unions lose their exemption under these acts.


Union-side critics

Comprehensive campaigns are not universally supported within labor unions. These union-side critics point out a number of problems with comprehensive campaigns. First, they argue that comprehensive campaigns undermine the nature of collective activity (e.g., the union). Unions, these critics claim, are democratic organizations which empower members so that they may establish their own goals in the workplace and seek to meet them. The comprehensive campaign, however, replaces worker activism and involvement with staff-driven organizations. Instead of a powerful local union, the comprehensive campaign relies on the power of organizational partners in the community campaign. Worst of all, the comprehensive campaign diverts attention away from employees' goals and needs and toward the economic weaknesses of the employer, and It also subordinates the timing of the organizing drive to court calendars. Second, such critics argue that comprehensive campaigns waste valuable union resources by engaging in costly litigation. Lawsuits in state or federal court are far more expensive than the hearings and adjudications held under the auspices of the NLRB, and take longer to resolve. In an era in which the employer's primary advantage over the union is financial, critics say, shifting the focus of the organizing drive to the courts exposes the union to high legal costs. In the Food Lion comprehensive campaign, for example, the UFCW paid over $1 million in legal fees litigating its two class-action suits. Third, some critics allege that the legal strategies of comprehensive campaigns leave workers, unions and elected labor leaders open to legal retaliation. Increasingly, they point out, workers and unions are being sued for libel, slander, tortious business interference and a variety of other state and federal claims which carry heavy fines. Even labor scholars who have spoken publicly about employer misbehavior have been sued. A more conservative organizing approach would be less litigious and less costly. A fourth, related, legal argument against comprehensive campaigns is that their elements may be used against unions as well. Union leaders, like their corporate counterparts, may engage in insider-dealing, have conflicts of interest, or engage in questionable or embarrassing financial expenditures. For example, a CEO's high pay may be the subject of a comprehensive campaign's publicity effort. But then, so may a union president's high salary. Lawsuits are not the only domain of unions; employers may seek to pre-empt union legal action by filing suits against unions first. They may choose a venue (such as a state court) where judges are less experienced or a court which has proven historically favorable to business claims. Too few unions assess the risks of a "counter-attack" by businesses, critics argue, and end up in trouble themselves. Finally, an emerging union-side argument against comprehensive campaigns is that legal action may expose the union's internal operations and strategies to employer scrutiny. Many legal actions, whether initiated by a union or an employer, turn on questions of fact. Employers can make plausible arguments for extensive
discovery Discovery may refer to: * Discovery (observation), observing or finding something unknown * Discovery (fiction), a character's learning something unknown * Discovery (law), a process in courts of law relating to evidence Discovery, The Discovery ...
. In at least one case, an employer has used discovery procedures to force the union to disclose pro-union supporters within the workplace, the number of organizers working on the campaign, its organizing strategies, its organizing budget and the amount and kind of information it had collected regarding the employer.Von Bergen, "A Union Loses Bid to Protect Records," ''Philadelphia Inquirer,'' Dec. 7, 2006. Unions, critics say, can ill-afford to have such information made known to employers, especially during an organizing campaign.


Notes


References

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