Sisters, Brothers, and Friends,
We need to have a strategic conversation about our online activity.
The bargaining table isn’t the only battlefield—social media is another, and right now, we’re letting the other side win without them having to do a thing.
Their most effective tactic is getting us to fight each other. It’s a classic divide-and-conquer strategy that works because it exploits basic human psychology:
The Scapegoat Tactic: They know it’s easier for frustrated people to blame their own accessible union leaders than a distant, powerful corporation.
The Engagement Trap: They know that trying to “correct” or argue with a member who is angry and dug-in is a waste of time. It’s scientifically proven that it often reinforces their belief and creates more bitterness.
Every argument between members is a victory for the employer. Every ounce of energy we spend fighting internally is energy we’re not spending on the real battle.
So, let’s change the playbook. I propose we all adopt a simple, powerful communications discipline:
RULE 1: DISENGAGE FROM DIVISION. Your new mantra is “Scroll On By.” Do not reply to, argue with, or share posts that attack our Union or our members. Starve the negativity of the attention it craves.
RULE 2: ENGAGE WITH UNITY. Actively and aggressively support positive content. Like, share, and comment on every post that builds solidarity. Let’s use the algorithm to our advantage and make unity the loudest message.
RULE 3: AIM AT THE TARGET. The government and the corporation are the opponents. Let’s focus our collective voice, our questions, our criticism, and our pressure directly on them. Let’s flood their pages, not our own.
We are smarter than their tactics. Let’s prove it. Let’s stop being their unpaid agents of division and start being the unified, disciplined force they are truly afraid of.
Additional thoughts
I will admit, It has been painfully hard to not jump into these arguments online. Last night, sitting in my office, I found myself reading an old college textbook on psychology and had a realization about our current fight.
I’m seeing some of our strongest advocates—good friends—spending their energy arguing with dissenting members. While the intention is good, the strategy is counterproductive. Psychology shows us that when you argue with someone who holds a strong belief, you don’t change their mind; you just force them to dig their heels in deeper.
These members are victims of corporate tactics, not our opponents.
We can’t win them over by fighting them. The best strategy is to make our message of solidarity so loud and consistent that it becomes the only signal they can hear through the noise.
There is no denying this is the fight of our lives, and I know people are scared and struggling. I am right there with all of you.
But we have to remember that all is not lost. Far from it. We still have each other. WE are the Union.
We knew this was coming. We were told this would be one of the hardest rounds of bargaining in decades, and we voted on this strategy, we chose our NEB in accordance with our Union’s Constitution, we voted for our Local Reps, our Regional Reps, and the demands for each bargaining unit.
The government’s interference, the insulting “Krapland” report, DougE’s letter, and now this delusional offer—none of this is a surprise. It’s the standard union-busting playbook, but we are stronger than they are. There are more of us than there are of them.
After 23 months of this battle, I feel more empowered tonight than I have in a long time. Our power comes from our unity. Some of our Locals might be small, but they are filled with dedicated and caring members.
When you see negativity, try to remember: Some people hide behind an unapproachable demeanor as a defense mechanism against fear. Be kind in the face of dissent.
Our unwavering solidarity will prove them wrong, and eventually, that strength will bring them into the fight with us.
Solidarity!!
AD Vallée
