UNISON's recent advertising campaign has opened up a bit of a debate within the trade union movement about how best we can make a wider impact, and take our message out to the 18 million or so people in Britain who aren't members of a union.

One way of doing this may be to think about how we can 'weave' the trade union message into mainstream pop culture. The EMA - Environmental Media Association, Los Angeles, CA is a great example of how this can be done - albeit with a focus on the environment rather than unions.

Of course, any work of this sort doesn't replace the need for unions to invest in organising, and building sustainable workplace organisation, but it can help create a more positive environment for this work.

How do you think unions can use the media to reach out to the missing millions?