The Alberta Teachers’ Association

Public education campaigns through the years

Since 1935 and the passing of The Teaching Profession Act, the Alberta Teachers’ Association has had the statutory and professional obligation to promote public education. And from the advent of today’s visual culture, the Association has launched several campaigns to engage the public in support every student’s right to learn in a fully-funded, supportive, innovative, school under the guidance of professional, certificated teachers who partner with parents and educational stakeholders. Although the styles and emphases have changed with the times, there remains a sustained theme of seeking what’s best for children.

Here is a review of some of the Association’s campaigns.

1987
One Bite Too Many

This campaign was designed to encourage teachers and citizens to lobby the provincial government to provide predictable, stable funding for public schools as it was believed that Premier Don Getty was considering funding education with the Alberta Heritage Trust Fund.

The apple, seen as a wholesome and enduring symbol of education, was adopted and ATA locals were encouraged to incorporate the symbol into their local campaign materials. The slogan­—One Bite Too Many—was considered memorable, on point, and effective in communicating the urgent need for sustainable funding.

The campaign was supported through the collection of data from teachers on the impacts of funding cuts on their classrooms and teachers from across Alberta worked through their locals to take the campaign message to their MLAs and school boards. St. Paul Local teachers even presented the minister with a basket of apples. The general spirit of the campaign was positive and upbeat. The campaign was also effective, as further education cuts were put in abeyance. 

1993
Know More

In 1992 Ralph Klein was elected premier and immediately responded to the prevailing economic conditions in Alberta by embarking on a program of deep cuts to provincial spending that directly and negatively impacted education and health care. Classroom conditions became subject to market accountability measures and charter schools were promoted as incubators of educational innovations. These measures combined to erode public education in Alberta.

The Association’s 1993 campaign worked to educate Albertans on the state of public education. Teachers faced a five per cent wage rollback. Class sizes expanded dramatically. Essential resources and supports dried up.

The campaign invited Albertans to call an information hotline with questions about how cuts would impact their child’s education. Comments received were most often about saving public education. The campaign worked to maintain a positive message, empowering Albertans with the information required to make informed decisions.

1997
Another Piece of the Puzzle

Public Education … Building A Strong Democracy

Over the course of the 1997–1998 school year, the Association continued to provide Albertans with information on conditions within public schools and on topics related to education. A series of 138 news releases (that’s 15 in each school-year month) on the theme of Building a Strong Democracy provided information on topics from the costs of education, to computer use in schools, to teacher improvement and tax revenues.

2009
Real Learning First

By 2009 the Association was keen to begin conversations about valuing and promoting students’ real, deep, meaningful learning. The Real Learning First campaign aimed to generate a public dialogue among teachers, parents and educational partners respecting the need for real learning assessment rather than grade level of achievement or standardized tests such as the Provincial Achievement Test.

Wide-ranging and enduring, the Real Learning First initiative involved publications, public messaging, research and public seminars. It was supported by national and international partnerships and extensive research.

2010
The Future: It’s Why Teachers Teach

Public education is grounded in the present but is continually looking to the future. In 2010, the Association’s main public campaign urged Albertans to consider that future through a series of powerful images of contemporary kids. 

The message was clear. Today’s students are tomorrow’s leaders, tradespeople and professionals and teachers shape these futures every day.

Maggie Shane is the ATA’s archivist.