Airplanes with standing sections. An extra fee for boarding charged at airport terminals. Even smaller carry-on luggage allowances. The airline is fictitious but the issues are real.
The fictional airline ‘Unfair Canada’ is part of a satirical campaign by the Canadian Union of Public Employees (CUPE) to raise awareness about unpaid work among Air Canada flight attendants.
Launched in December 2023, the campaign uses social media ads and anonymous testimonials to illustrate the challenges faced by flight attendants during contract negotiations.
CUPE represents around 10,000 Air Canada and Air Canada Rouge flight attendants, and the current contract is set to expire at the end of March 2024.
The campaign engages the public directly, aiming to garner support and address myths related to the flight attendant profession and working conditions.
CUPE’s strategy incorporates social media posts, an interactive website for advocacy, and a podcast featuring discussions about flight attendant experiences, signifying a modern approach to union negotiations.
Wesley Lesosky of CUPE shared: “People look at flight attendants as this image of having a luxury lifestyle – heading to New York, spending the weekend, getting paid lots – and that’s just not the case.”
