Facing a significant downturn in young worker engagement, the National Union of Public Workers (NUPW) in Barbados has initiated an ambitious campaign to revitalize its youth membership. Under the leadership of Youth League Chairperson Randicia Kellman, the union is executing targeted outreach operations designed to increase visibility and directly connect with the next generation of employees.
The initiative features highly visible tours of major business districts, with teams wearing distinctive new shirts visiting public buildings throughout the Warrens, St. Michael area. This strategic approach aims to bridge the information gap that has developed between the union and young workers. “We recognize that young people don’t get to see the union enough outside formal settings,” Kellman explained during the visibility tour. “We’re meeting workers where they are—at their workplaces—to listen to their concerns and demonstrate our presence.”
The recruitment push addresses both traditional workplace challenges and emerging issues affecting younger employees, including contract work uncertainties and anxieties surrounding artificial intelligence and workplace digitization. Kellman emphasized that many young workers experience union-relevant problems without recognizing the NUPW as a potential resource for resolution.
Research conducted by the Youth League revealed that declining membership stems primarily from informational deficits rather than disinterest. Many young employees remain unaware of union functions and support mechanisms, often struggling with workplace issues in isolation. The visibility campaign represents just the initial phase of a comprehensive program that will expand into educational institutions, with plans to introduce union advocacy concepts at both primary and secondary school levels.
The NUPW’s multifaceted approach seeks to rebuild trust through consistent presence and transparent communication about the union’s role in addressing contemporary workplace challenges.