written by: all
Why are we going to communicate?
GroenLinks, as a political party, aims for a just and humane treatment of refugees so they’ll get a chance to develop themselves in their new country, the Netherlands. Refugees who gained a Dutch residence permit often have difficulties building a personal professional network. Finding a (fitting) job, internship but also just the right connections is difficult.
What GroenLinks wants to see achieved
The goal is to create a concept for a media format that brings people from GroenLinks, that have / are a professional network together with refugees who don’t have a professional network, so it’s easier for them to find jobs / internships.
Target for the briefing
The target for the briefing is to create a mutual understanding about how GroenLinks would like to introduce and communicate the service.
Target audience
Our target audience is Utrecht based refugees, with a residence permit who don’t have a professional network yet.
Until January 2016, the Netherlands has almost 17 million residents and 45.000 refugees. Most of them came from Syria: 16,655 people, the following is Eritrea: 6,466 people, and the third one is Stateless: 2,991 people. The composition of the refugee in the Netherlands: men 73%, women 27%, children 21.2% (Demographic Research Ya Zhen, 2016).
Media usage of refugees: they mostly use Facebook and Whatsapp, whereby Facebook is been used especially for the news about their mother country. Whatsapp is the mostly used communication app (Field Research / Interview with refugees, 2016).
But the GroenLinks member based network is also part of our target audience, because they can help the refugees to find a job / internship.
Goal
To make the life of refugees more active during their stay in the Netherlands. So that the refugees are successful with finding a job and creating a personal professional network.
Insight / strategic direction / advice
To make the life of refugees more meaningful, we advise to focus on connecting refugees and Groenlinks members quick and easy, so a network can be established. We want to achieve this by creating a simple solution, whereby refugees will be helped through a platform they are already familiar with. We can advise not to focus on making the platform online only, but to keep the vision broad, as it is important for the refugees to connect in real life.
Proof
The connection and the creation of the professional network should be quick and easy because the refugees are not guaranteed to stay here for a long time, sometimes a maximum of 5 years (Iamexpat, 2016). And we advise the platform to be on- and offline because refugees need to be active outside (their houses) as well, and the internet access might be limited or slow (AD, 2016).
Often Syrians from the middle class can afford a smartphone. But nowadays underprivileged refugees also often own a phone, as they now have become indispensable for refugees. (Trouw.nl, 2015)
Approach
We will approach the problem by doing research, thinking of concepts and visualizing them. Also we will evaluate our concept. We plan to create the concept for the platform within 3 weeks.
Tone of Voice
The tone of voice should be Active, Meaningful, Connective. They want to be spoken to as ‘normal, intelligent’ people and not as refugees (Motha, 2015).
Media
Media GroenLinks already uses are: RTV Utrecht, Facebook & other social media. Should not be online specifically, can be offline.
Budget
No budget yet. The goal is to keep the budget as low as possible, in the future there can be sponsors, and the budget can be bigger depending on the concept.
List of references:
Demographic research Ya Zhen. (2016). Demographic Research. Retrieved 2 November, 2016, from http://wp.me/p81jvo-2t
Iamexpat. (2016). Residence permit in the Netherlands. Retrieved 1 November, 2016, from http://www.iamexpat.nl/expat-page/official-issues/essentials/residence-permit
AD. (2016). Snel internet? Niet voor iedereen in de regio Utrecht. Retrieved 1 November, 2016, from http://www.ad.nl/utrecht/snel-internet-niet-voor-iedereen-in-de-regio-utrecht~a704d20c/
Trouw.nl, (2015), De mobiele telefoon is een basisbehoefte voor een vluchteling, Retrieved 18 October 2016, from http://www.trouw.nl/tr/nl/4496/Buitenland/article/detail/4130918/2015/08/28/De-mobiele-telefoon-is-een-basisbehoefte-voor-een-vluchteling.dhtml
Motha. (2015). “we don’t like to be called “refugees”. Retrieved 1 November, 2016, from http://www.eutopiainstitute.org/2015/11/we-dont-like-to-be-called-refugees/
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