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Experts Say Alberta’s Impending ad Campaign Against Teachers Escalating Standoff

The Alberta Teachers' Association and government launch competing ad campaigns amid stalled talks over wages and overcrowding, risking school disruptions for 700,000 students, officials say.

  • A tense deadlock between Alberta’s government and the province’s educators, numbering approximately 51 thousand, is intensifying and evolving into a full-scale advertising battle as teachers announce a strike deadline set for October 6, 2025.
  • The dispute arises from ongoing negotiations over wages and classroom overcrowding amid no talks since last week and accusations of misinformation by both sides.
  • The government offered a 12 percent wage increase over four years, plans to hire 3,000 teachers, and build schools worth billions, while the union rejects the offer as insufficient.
  • Finance Minister Nate Horner stated that the government needs to address and challenge the inaccurate portrayal put forward by the ATA, while Premier Danielle Smith expressed optimism that their viewpoint will resonate with teachers and parents.
  • Labour experts warn that the advertising campaigns signal a shift away from negotiations toward public relations, increasing tensions and the risk of a strike disrupting over 700,000 students in 2,500 schools.
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Winnipeg Free Press broke the news in Winnipeg, Canada on Thursday, September 18, 2025.
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