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Waging a Living (2006)

By Roger Weisberg

In this Case Study
The Film
Strategy & Goals
Resource Materials
Outcomes

Strategy & Goals

CAMPAIGN STRATEGY

P.O.V. launched an extensive public awareness campaign to capture the attention of community organizers working on Living Wage Campaigns. Policy makers, economists and the general public were also targeted to increase the public discourse about issues affecting low-wage workers. Through the collaborative efforts of P.O.V., Public Policy Productions, Outreach Extensions and The Hatcher Group, Waging a Living was made available to dozens of organizations to screen for their constituents. These groups included the Aspen Institute, the Brookings Institution, The Council on Foundations, United Way, the Western Center on Law and Poverty, Women Employed, and various living-wage organizations across the country. Media strategies were tested in states that were actively engaged in legislative measures to raise the minimum wage, including Arizona, Arkansas, California, Colorado, Illinois, Maine, Maryland, Massachusetts, Michigan, Missouri, Montana, Nevada, New Jersey, New Mexico, New York, North Carolina, Ohio, Pennsylvania, and Rhode Island. To maximize coverage and create a national dialogue with a recognizable personality and expert in the field, P.O.V. forged an innovative partnership with social critic/journalist Barbara Ehrenreich, acclaimed author of Nickel and Dimed and Bait and Switch.

CAMPAIGN GOALS

• Engage public dialogue around issues affecting low wage workers and the "living wage movement" through forums with public officials, community-based organizations and the public;
• Produce and distribute companion materials that demonstrate the value of community involvement and that can be used by teachers, service providers and other stakeholders;
• Create opportunities for thoughtful and informed discussion and problem-solving at a local level;
• Strengthen vested community based organizations by helping to build coalitions and community partnerships and by facilitating related initiatives that create enhanced community visibility; and
• Increase awareness about the broadcast and related activities through press and promotional activities.

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