Amid a wave of teacher activism nationwide and major threats to the influence of unions, the United Federation of Teachers is expected to spend more than $1 million on a primetime television and streaming ad featuring local educators.
The 30-second spot hit the airwaves on Jan. 23 and will run through Feb. 1, with an expected audience of 11 million television viewers and 4 million impressions online, according to the union.
Featuring a chorus of singing students, bright classrooms, and a glamour shot of the city, the ad is called “Voice.” A diverse group of teachers declares: “Having a voice makes us strong. And makes our public schools even stronger.” It ends with the message, “The United Federation of Teachers. Public school proud.”
The union, the largest local in the country, typically runs ads this time of year, as the legislative session in Albany heats up and city budget negotiations kick-off. But this time, the campaign launches against the backdrop of an emboldened teaching force across the country, with a teacher strike in Los Angeles and another potentially starting next week in Denver.
UFT is also eager to prove its worth after the recent Janus Supreme Court ruling, which could devastate membership by banning mandatory fees to help pay for collective bargaining. So far, membership has remained strong but the union could face headwinds from organized right-to-work groups and the sheer number of new hires that come into the New York City school system every year.
The ad will run locally during programs including “The Late Show with Stephen Colbert” and “Good Morning America,” on networks such as MSNBC and CNN, and on the streaming service Hulu. You can watch the ad here.