The corporate leadership at Canada Post has launched a YouTube introduction to their new travelling chat show last week. Canada Post’s ‘Mom Squad’ campaign will tour the country and consists of conversation with six real postal workers (coated generously with a public relations glaze of mom-based integrity).
According to the corporate press release, content discussed will include gift ideas, holiday traditions and a behind the scenes look at the “convenient services” offered by Canada Post.
The first video, filed under the ‘News and Politics’ YouTube category features conversations that are friendly and mundane. The production quality is average. In an era of competitive social media content, this attempt leaves us scratching our heads about why anyone would watch. One day after posting, the introductory 4 minute video has less than 200 views. Nothing to write home about.
Perhaps the best explanation for this focus on family-centric conversations and deliberate appeal to motherhood was offered by the Canadian Centre of Policy Alternative’s Erika Shaker. Shaker has been closely monitoring corporate public relations tactics, with an acute focus on marketing to kids. She attributed the move to the recent success of CUPW-STTP’s mobilization around pay equity and bargaining. The corporation is clearly feeling the heat she says.
“That Canada Post has decided to go full mom is a clear indication of how much they feel CUPW STTP's pay equity campaign has hurt them.” She adds, “Not to mention how fundamentally off-side the corporation has been when it comes to public opinion.”
Watch the first video for yourself, here.
Read Erika Shaker’s take on CUPW STTP’s narrative-changing work, here.