New York State United Teachers (NYSUT) is the largest teachers union in the United States, representing nearly 700,000 professionals across New York State’s schools, colleges, and healthcare facilities, including both active and retired members. In recent years, NYSUT faced significant challenges to its membership base due to the landmark 2018 Supreme Court ruling in Janus v. AFSCME. This decision determined that public-sector employees, such as teachers and first responders, could no longer be required to pay union dues or “agency fees” as a condition of employment. The Court argued that compelling non-union members to financially support union activities—even collective bargaining—violated their First Amendment rights to free speech and association. As a result, unions nationwide, including NYSUT, confronted the threat of declining membership and reduced resources to advocate for their members.
In response to these challenges, NYSUT initiated a comprehensive rebranding campaign aimed at building trust, fostering a sense of inclusion, and strengthening the union’s relationship with its diverse membership. The campaign’s primary objective was to remind members of the union’s vital role in protecting their rights, supporting professional growth, and advocating for better working conditions.
To bring this vision to life, NYSUT partnered with Ruth&Co., a strategic communications firm with experience in member-driven organizations. The process began with a thorough discovery phase, encompassing an in-depth audit of all existing outreach materials and communications. Ruth&Co. also conducted extensive qualitative research, including multiple live focus group sessions with members from different backgrounds, roles, and regions. This groundwork provided invaluable insights into member concerns, aspirations, and the most effective ways to communicate NYSUT’s renewed commitment to its community.
With a deep understanding of members’ needs and perspectives, Ruth&Co. launched a comprehensive, multi-channel campaign that spanned both print and digital platforms, designed to maximize member engagement and reinforce NYSUT’s renewed commitment. The outreach strategy was carefully crafted to meet members where they were—at home, in school, and online. Traditional tactics included personalized direct mail, eye-catching in-school posters, and engaging printed newsletters that highlighted member stories and union victories. Simultaneously, Ruth&Co. developed targeted email marketing campaigns, interactive and shareable social media content, and a newly designed landing page that made it easy for members to access resources, learn about their benefits, and connect with union leadership. Each channel was tailored to deliver consistent, inspiring messages that emphasized the union’s ongoing support and advocacy, creating a cohesive, omnipresent experience for NYSUT’s diverse membership.
A cornerstone of the campaign was Ruth&Co.’s collaboration with NYSUT leadership to secure a $25 Amazon gift card for every member—a direct, meaningful incentive that recognized the financial burdens educators often shoulder for classroom materials. This initiative was more than just a giveaway; it served as a compelling symbol of the union’s unwavering commitment to helping members succeed in their daily work. The campaign’s visuals were thoughtfully crafted to reinforce this message, featuring authentic photographs and illustrations of real New York educators, compelling member testimonials, and a fresh visual identity. Bold, friendly typography and a color palette inspired by NYSUT’s brand and the vibrant communities it serves conveyed warmth, trust, and solidarity. Every creative element was intentionally selected to make members feel seen, valued, and supported by their union.
