Union Campaigns Against Houston’s Careless Cuts

This article is featured in the summer issue of the Union Stand

In mid-September, the NSGEU rolled out a cheeky new advertising campaign designed to highlight the harmful impacts the Houston government’s spring budget was having on people, services, and communities throughout Nova Scotia.

As we all know, in February, the government announced sweeping cuts to the civil service – five per cent per year over the next four years – as well as three per cent per year to public services, such as grants-based and arts and culture organizations. The blowback from these cuts was swift and vicious – rightfully so – with hundreds of protestors surrounding the Legislature, and the Minister of the Public Service Commission and Premier being booed off stage at the African Heritage Month Gala.

As MLAs began feeling the pressure from their constituents on these cuts, they began backpedaling on some.

“It has become very clear that this government did not put much thought or consideration into the impact these cuts would have on the people they serve,” said NSGEU President Sandra Mullen, “We want to give them pause to fully consider their decisions.”

The union’s new province-wide marketing campaign highlights the impacts from the Houston government’s spring budget that has forced job reductions in the public service and the restructuring choices that weaken the public services that people rely on. It presents a satirical perspective on the real-life consequences that the Premier’s “careless cuts” have had on the services people depend on and the lives of those who deliver those services. The “Careless House of Cuts” highlights the government’s pattern of cutting first and understanding the consequences later.

“The careless nature of the cuts arises from the inability of cabinet ministers to explain the impact of the cuts on people and services,” said Mullen. “The government’s approach is creating uncertainty in workplaces across the province and raises questions about the future of the services communities rely on every day.”

The campaign comes as workers in several government departments continue to receive news of staffing/FTE reductions, voluntary severance opportunities, and program changes.

“Every cut has consequences,” said Mullen. “Behind every position is a worker, a family, and a service that supports Nova Scotians. Fewer workers mean less capacity to deliver the programs and services communities depend on.”

The ad is intended to raise awareness about the nature of these cuts and the impact they will have on public services. The campaign’s creative concept uses tongue in cheek satire to compare the government’s approach to an over-the-top bargain salesman, promoting cuts without acknowledging the consequences. You can view the ad here.