Why the service sector union PAM sponsors TV’s Big Brother?

Helsinki (18.10.2010 &#;8211 Juhani Artto)
Many union activists raised their eyebrows when the Service Union United PAM recently announced its decision to sponsor the controversial reality TV show Big Brother. Doubts and criticism did not come as a surprise to the leaders of the union. Many applauds have also been given.

So, why PAM made this somewhat surprising decision?

According to Timo Piiroinen, the communication director of the union, BB belongs to favorite programs of PAM’s rank and file members. Therefore the union counts to reach, with its ads at the program, plenty of people working in the service industries organized by PAM.

First weeks of the show indicate that PAM has counted correctly. About 500 mostly young people have joined the union via the special web site created for the union’s BB-campaign.

PAM has utilized the program also in another way. When the participants are one-by-one voted out of “the house”, each and one will meet PAM’s BB-coach who assists them in returning to the daily life, especially to the working life. Thus PAM’s expert not only gives to the participant valuable pieces of advice but also concretely shows how union solidarity works.

The BB-coach, for example, checks that the participant, just voted out from the competition, receives in his or her job proper pay and has proper working hours. The BB-coach also checks that he or she has a written employment contract with the employer.

On Tuesday, more good news, concerning PAM’s BB-project, was announced. PAM’s ad has been elected, by the largest commercial TV channels, as the best advertisement in September.

PAM has over 200 000 rank and file members. Most of them work in retail shops, hotels, restaurants, security companies and in cleaning and property services. Their average age is about 40 years. The organizing rate is from 65 to 70 per cent, Piiroinen says.