![]() They became allied and transformed from workers' rights organizations into a union as a result of a series of strikes in 1965, when the mostly Filipino farmworkers of the AWOC in Delano, California, initiated a grape strike, and the NFWA went on strike in support. It originated from the merger of two workers' rights organizations, the Agricultural Workers Organizing Committee ( AWOC) led by organizer Larry Itliong, and the National Farm Workers Association ( NFWA) led by César Chávez and Dolores Huerta. The move from pilgrimages to purchases shifted the way the UFW sought out financial support.The United Farm Workers of America, or more commonly just United Farm Workers ( UFW), is a labor union for farmworkers in the United States. This shifting form of support expanded the scope of UFW support and no longer necessitated an in-person action. With such printing capabilities, the UFW began sending their color, print newsletter publication Food and Justice to financial supporters. By 1980 the UFW expanded with a new social marketing department replete with two high speed presses capable of printing eight thousand four color pieces per hour (Pawel, 2014). With the aid of Sacramento consultant Richie Ross, these consisted of emphasizing mail and television campaigns, and capitalizing on computer technology and capabilities with the rise of the personal computer (Pawel, 2014). ![]() This campaign was part of a new wave of UFW "high tech boycott" initiatives. UFW's efforts to educate the general public on the dangers of pesticides relied on an integrated marketing campaign with several forms of media in 1986: a Wrath of Grapes official posters, "in the field" promotional signage, promotional videos, decals, and buttons (United Farm Workers, 1986b). ![]()
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