“Adopt a hope-based narrative: denounce problems, but also show that solutions exist.” - Rodrigo Rivera, European Transport Workers' Federation

Rodrigo Rivera is Senior Communications Officer for the European Transport Workers' Federation (ETF), a pan-European trade union organisation that represents transport trade unions. The ETF represents more than 5 million transport workers from over 200 transport unions across 38 European countries.

What does the change you are trying to achieve look like? Why is the EU important?

Our mission is to defend and strengthen the rights of transport workers across Europe. This is achieved in two interconnected ways: at a national level through affiliated unions and at an EU level, where much of the legislative foundation is established.

About 75% of legislation that is later transposed into national law originates at EU level. Not everyone realises that. That’s why influencing policies from the start — at EU level — is essential. While national unions advocate within their own countries, we ensure that workers’ voices are heard during EU legislative processes that directly affect them.

One key priority is pushing for a new directive on subcontracting to limit excessive subcontracting in supply chains. In road transport, for example, a truck driver may be hired by one company, which is subcontracted by another, which in turn is subcontracted again. By the time you reach the final client, there are multiple intermediaries. Wages are squeezed, working conditions deteriorate, and enforcing labour standards becomes increasingly difficult.

We are working to change that.

How are communication and policy advocacy connected?

Our colleagues in the policy department do incredibly important work — research, drafting proposals, meeting decision-makers. But there’s another crucial dimension: shaping the public debate.

For example, on subcontracting, it’s essential to be present in the press, on social media, and in public discussions. We need to be visible and recognised as expert voices.

Our role as communicators is to bridge the gap between technical policy work and public understanding. It ensures that complex reports become accessible stories, and that workers’ concerns reach not only policymakers, but also the wider public.

This often means transforming long, highly technical reports into clear, compelling messages that people can easily engage with.

Which challenges are you facing?

Trade unions across Europe have faced an erosion in membership in recent decades. Alongside this, the legitimacy of trade unions in the neoliberal era has weakened.

This has consequences at EU level. Politicians sometimes don’t listen to us as they should. Workers are excluded from some important conversations. However, there are encouraging signs. National affiliates in very representative countries have seen membership growth. That shows we are making an impact in changing peoples’ lives for the better.

Communication plays an even more vital role to keep the public informed. Engaging workers through multiple channels, and demonstrating relevance are essential to rebuilding trust and influence.

Communication is central to keeping the public updated and connecting with people through every possible means.

One tip you want to share with other public interest advocates?

Adopt a hope-based narrative.

It’s important to denounce problems. But we must also show that solutions exist.

Effective advocacy presents fact-based, realistic solutions that offer a better vision of the future — one that people can believe in and work toward.