Helicopter pilots are way underpaid compared to fixed wing drivers of similar experience level (10 years plus in industry) or in fact many occupations that require the same level of industry experience, so it shouldn't have to come to threatening industrial action, the companies should be agreeing on reasonable pay rises before it gets to that. I don't see how anyone involved in promoting safety thinks that having underpaid, disgruntled pilots flying him around is conducive to safety - pilot wage bills are not as large a proportion of operating expenses as to account for huge premiums to the end user. Also, companies that pay "more prudent" wages don't have the same retention of highly qualified pilots and you may find that replacing such individuals costs a lot more than paying slightly higher wages in the first place.