by Alexandrea Seggewiss, Local 715, inSolidarity CommitteeWith “Diva” by Beyoncé pulsating throughout the convention hall, an enigmatic LaToia Jones danced her way to the stage giving the audience a sneak peek into the burst of energy her keynote would deliver.Jones is an organizer, community activist and strategist with over 20 years of extensive experience in labour and community organizing, as well as political experience in presidential campaigns, gubernatorial races and countless congressional and local races. Her purpose and drive have always been to be the most effective public servant possible.
Jones began by sharing her excitement to be in Canada and highlighted the significance of the Federal Election occurring on Monday, April 28. She expressed frustration with the current political climate, particularly in the United States and emphasized the importance of the audience’s work in caring for the sick, teaching the next generation, protecting the vulnerable, building systems and delivering services.
‘You are the reason your country works. Full stop’“You are the reason your country works. Full stop,” Jones attested. History has repeated itself time after time, continuously fighting the same fights and even defending basic human rights, which should be guaranteed. “We deserve better. Our communities deserve better. Our future deserves better.”Jones challenged the audience to shift from reacting to crises (“moments”) to building lasting, intentional power (“movements”). She passionately quoted Assata Shakur to frame the fight as one between those who hold power and those victimized by it and urged the audience to reflect on their critical roles in making society function.“Moments get people in the streets. Movements keep them there with purpose, discipline and strategy. Moments make noise. Movements build lasting power,” she said. “Ask yourself, do you want to win for the weekend or for a generation?”Jones asserted issues like underfunded public services and eroding bargaining rights are not random but the result of deliberate strategies. She stressed that while rallies and protests are energizing, real change comes from deep sustained organizing that builds infrastructure, community and leadership. Short-term thinking, election-cycle scrambling and internal union divisions are not the driving force behind success, rather efforts should be concentrated on unity, visibility and constant engagement—both within the union and in the broader community.“It’s about being authentic and true to yourself,” she imparted.Jones encouraged reaching out to union members who are disengaged or new, emphasizing that it’s about representing the union, not just being represented by it. The union’s strength relies on listening, reflecting and acting for every member. Members should feel represented and responsible for the union’s work. If members own their union membership, they can’t claim ignorance or lack of involvement. Engagement should extend to the community, ensuring even those who don’t attend meetings understand that importance of participation.Throughout the address, Jones urged members to be exclusively authentic, make community connection a pillar in their work and take solace in exercising emotional intelligence. She reminded listeners that organizing is exhausting but essential—and that rest is also a form of resistance. Jones stressed the value of engaging in self care and boldly proclaimed that “burnout is not a badge of honour.”To wrap up, Jones presented seven crucial calls to action:
- Organize deep, not just wide—build meaningful relationships across sectors.
- Talk to people you serve—approach everyone authentically and share your story.
- Invest in each other—make space for everyone and build a bench for the future.
- Show up for the community—be seen and hard beyond union work.
- Fight lies with the truth—challenge misinformation passionately and publicly.
- Stay ready so you don’t have to get ready—prepare for snap elections and long-haul fights.
- Centre dignity, not just demands—lead with values that resonate with all people.
In the end, Jones reminds us that real change doesn’t just come from policies or protests—it comes from people showing up, again and again, with courage, honesty, and love.“When you all show people who you are and you show them your heart, they’re understanding. When we fight, we win.”
