The 2012 Multimedia Award winner was the New York State United Teachers (NYSUT) for their It’s What We Do campaign.

NYSUT is one of the largest, most influential labor unions in the nation. And that’s too often the only way it’s perceived by the public. But what NYSUT really is, is 600,000-plus individuals who – every day – practice their professions at the highest level of proficiency and commitment. Their work, in education, health care, and other public service, improves the lives of children and families; it strengthens our communities.

It’s What We Do is a place for these dedicated professionals to share with the public their stories – in words, pictures, videos and blogs – so that there’s a deeper understanding of how what happens in classrooms, on college campuses, in hospitals and on other worksites enhances the quality of life in New York state.

Its What We Do


Bryan Thomas, online communications coordinator with New York State United Teachers, explained, “The general idea is to incorporate union stories into everyday social media; to share and spread such stories,” which counter right-wing messages that are spread in much the same way. “People are more likely to share news from online sources,” he said. In fact, he noted, online is now the Number 3 news source in the U.S.

“There’s also less room for more in-depth, personal reports in the major news publications,” said Thomas. “So social media – particularly microsites (basically stand-alone sub-sections of larger sites) – are a great way to explore the workers that go unnoticed far too often.”

See more of NYSUT’s It’s What We Do site.