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United by identity.

Red Dog was commissioned by a steering group representative of The Civil, Public and Services Union (CPSU), Public Service Executive Union (PSEU) and IMPACT to develop a name and identity for a new union, which would unite more than 80,000 members to become the second largest union on the island of Ireland.

The Approach

Understanding the sensitivities here was critical to the success of this project. The new name needed be strong enough to make its mark in a challenging environment while also giving due recognition to the history, legacy and membership of each union. Key to overcoming these challenges was engaging with stakeholders in a collaborative and constructive way at a series of nationwide creative workshops.

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The Execution

It was in these workshops where the common topics and themes that would provide the genesis to the new name were unearthed. From a longlist developed and discussed with the steering group, three preferred front-runners were presented to a wider group comprised of approximately fifty people from all three unions. It was here that Fórsa emerged as the overwhelming favourite.

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Our experience of working with Red Dog has been a very positive one. From the earliest stages, it was clear that Red Dog understood the range of potential sensitivities involved in developing an identity for the new union, and this was reflected in their approach to the work. The workshops were particularly helpful to the member activists that took part, and proved to be a complementary process to the inter-union discussions taking place at the time. I was struck by the positive feedback from those workshops, and they provided a solid foundation on which to develop the rest of the project. Overall, as we near the completion of the project, I’m conscious that we’ve come through this process in very good hands.

Niall Shanahan, Communications Officer with Impact Trade Union

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