ST. LOUIS, Mo. -- The battle between firefighters and city leaders has burned for six months. Now it's taking to the airwaves.
Both the firefighters union and the campaign of Mayor Francis Slay have mounted television advertisements in the last week, each attacking the other over fire pension reform.
The firefighters' 30-second ad calls Slay's proposal, which would deeply cut fire retirement benefits and save millions in city funds every year, a "raid" on their futures.
Slay calls the firefighter spot an "unfortunate attack ad" and, speaking to the camera, says "you deserve the truth."
Neither party would say how much they've spent so far. Both vowed to continue until their message is clear.
"Our pension is the biggest thing that is near and dear to our heart, next to protecting the public," said Ken Mitchell, a city fire captain and first vice president of Local 73.
"Our ad will run everyplace there's a TV set," said Richard Callow, the mayor's campaign director.
The ads represent an escalation of tactics, but no departure from the vitriol between the sides.
Firefighters, their supporters and their union, the International Association of Firefighters, have written a competing reform proposal, handed out flyers, mounted highway billboards, posted videos on YouTube and set up a website, stlfdpension.com, devoted to the cause.
Then, early last week, they started spending money on the airwaves.
The ads ran on several channels multiple times, featuring two widows talking about the loss of their husbands and two firefighters the danger of their jobs.
"Our husbands were firemen in the City of St. Louis, and they were killed in the line of duty on May 3, 2002," says the first widow. "Sometimes, it is really, really hard," says the second.
"My pension assures that my family is taken care of. We're willing to make sacrifices," says the first fireman. "And support changes to our retirement," says the second fireman.
"But Mayor Francis Slay wants absolute power to raid our pensions," finishes the first.
"I cannot imagine our lives without the pension," says the second widow, ending the ad. "What the mayor is trying to do is horrible."
The ad got Slay's attention. Friday, his campaign responded.
It starts with him in his office, speaking directly to the viewer.
"Our reforms give firefighters a pay raise, and ask them to contribute 1 percent more to their pensions," he says. "Current retirees are not affected, and widows get an increase.
"Firefighter pension costs to taxpayers have quadrupled in four years. Without reform, we lose police and firefighters," he concludes. "We can't let that happen."
Mitchell called Slay's claims "all lies."
"He's been going to neighborhood meetings saying fire pensions are killing the city," Mitchell said, heat rising in his voice. The union ads are responding to the mayor's "mistruths," he said. "This is nothing but a power grab."
Callow said the firefighter ad made "serious and inaccurate charges that required an answer."
"This is an important moment in a debate," Callow said.
Aldermen will likely vote soon on Slay's proposal. Many leaders here think the fate of the city rests on some sort of reform.
"The campaign," Callow said, "will spend what it takes to make the mayor's message appear clearly."
Slay's proposal is scheduled for a hearing at noon on Thursday.
Copyright 2012 - St. Louis Post-Dispatch
McClatchy-Tribune News Service
