New SEIU California ad shows what unites Californians: Ending extreme cuts

The ads can be viewed by visiting

(Sacramento, CA) – The Service Employees International Union (SEIU) California today launched the first wave of a seven-figure advertising campaign planned for the coming weeks as California races toward a June 15 deadline for adopting a state budget. The television ad, which will begin airing on Friday, May 13 in 5 broadcast markets and on targeted cable stations, calls on California legislators to work together to “stop extreme cuts” that threaten our families’ safety and security. The ad is expected to reach over 2.6 million households. The “Stand Up for California” ad campaign will also include radio, print and outdoor advertising in targeted markets across California.

“Though we live in different parts of the state and do different kinds of work — from janitorial services to home care to university education — SEIU California’s 700,000 workers are first and foremost men and women, moms and dads, who are concerned about what another $13 billion in cuts will mean for the safety of our families and our communities,” Executive Director David Kieffer said of the ads. “This campaign calls all Californians to look past our differences, and send a unified message to our leaders: Stand up for California and stop the extreme cuts.”

The first TV ad, “Us,” reminds California voters and their representatives that despite regional, political, and geographical differences, we all share a commitment to keeping our families safe and secure. No one wants the higher crime rates or slower emergency response times that will result if more cuts force layoffs of police officers, paramedics and firefighters.

“That’s why we all need to tell our state legislators to work together, stop these extreme cuts, stand up for California,” the ads conclude.

The initial TV and radio buy includes broadcast, cable and radio markets in Sacramento, Fresno, Monterey, Santa Barbara, and Palm Springs.

The ads can be viewed by visiting  

“Us” TV Ad Script:

For all the things that divide Californians, something more important brings us together.

[Beyond political party], a shared commitment to keeping our families safe and secure.

But if the legislature cuts another thirteen billion from the budget this year, thousands of police officers, paramedics, and firefighters will be laid off, devastating public safety

That’s why we are counting on our legislators to work together, stop these extreme cuts and stand up for California.

“Veteran Firefighter” Radio Ad Script:

Firefighter: The last time California had a really bad fire season, it took firefighters from 41 states and 5 other countries to get things under control.

V/O: Veteran fire captain John Price.

Firefighter: When you’re putting your life on the line, you need all the help you can get.

(V/O as backup) (18): But if the legislature cuts another thirteen billion dollars from the budget this year, thousands of firefighters, paramedics and police officers will be laid off. Ambulance services could shut down.

This is about more than protecting jobs – it’s about keeping all of our families safe from harm.

V/O: If you think sacrificing public safety is the wrong way to balance the budget, then make sure your state legislators know it.

Call 866-864-8567or go to StandUpfor-C-A-dot-org.

Firefighter: We’re counting on our legislators to work together…stop the extreme cuts…and stand up for our safety.

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Stand up for California is a coalition of teachers, parents, students, seniors and business owners who have put aside their differences to support Governor Brown’s balanced approach to closing the state’s budget gap and move California’s economic recovery forward. The governor’s plan includes cuts he has already signed into law and a proposal to maintaining existing revenues which has been held up by a minority of partisan gridlock.

SEIU California is a union of over 700,000 janitors, social workers, security officers, home care workers, school and university employees, healthcare workers, and city, county and state employees represented by SEIU local unions throughout California. We come together to build a better California by fighting to pass policies and elect candidates that benefit working families and advance the issues we care about: affordable healthcare, good wages, retirement security for all, a healthy environment, good schools and universities, and stronger communities. We believe that by working together we can build a California where working families can thrive again.

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