TY - CHAP

T1 - Danish Trade Unions and Young People

T2 - Using Media in the Battle for Hearts and Minds

AU - Geelan, Torsten

N1 - Publisher Copyright: © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.

PY - 2022

Y1 - 2022

N2 - This chapter presents a case study of the ‘Are you OK?’ campaign launched in 2012 by the Danish Confederation of Trade Unions (LO) and the Confederation of Professionals in Denmark (FTF) (which have since merged). Together these two organisations represented almost 100 affiliated unions and 30,000 shop stewards. The campaign’s aim was to increase knowledge of collective bargaining and collective organisation amongst the public, particularly amongst 20- to 40-year-olds, and for this knowledge to provide the foundation for more union members, thereby strengthening collective bargaining and collective organisation, and increasing its legitimacy. The campaign used a variety of communication forms to reach existing and potential union members and was the largest of its kind in the history of the Danish labour movement. The central research questions this chapter addresses are: ● What was the campaign’s message? ● What forms of communication were used? ● How effective was the campaign in reaching and informing young people?

AB - This chapter presents a case study of the ‘Are you OK?’ campaign launched in 2012 by the Danish Confederation of Trade Unions (LO) and the Confederation of Professionals in Denmark (FTF) (which have since merged). Together these two organisations represented almost 100 affiliated unions and 30,000 shop stewards. The campaign’s aim was to increase knowledge of collective bargaining and collective organisation amongst the public, particularly amongst 20- to 40-year-olds, and for this knowledge to provide the foundation for more union members, thereby strengthening collective bargaining and collective organisation, and increasing its legitimacy. The campaign used a variety of communication forms to reach existing and potential union members and was the largest of its kind in the history of the Danish labour movement. The central research questions this chapter addresses are: ● What was the campaign’s message? ● What forms of communication were used? ● How effective was the campaign in reaching and informing young people?

U2 - 10.1007/978-3-030-88285-3_11

DO - 10.1007/978-3-030-88285-3_11

M3 - Book chapter

AN - SCOPUS:85127790090

SN - 978-3-030-88284-6

T3 - St Antony's Series

SP - 209

EP - 232

BT - European Trade Unions in the 21st Century

A2 - Colfer, Barry

PB - Palgrave Macmillan

CY - Cham

ER -