From local citizen to world citizen : a mentality challenge!
From local citizen to world citizen : a mentality challenge!
Samenvatting
COS Zuid Holland Zuid's main mission is to broaden the basis for international cooperation. This means attracting new groups to get more involved in international cooperation. COS ZHZ already does very well in strengthening the existing basis for international cooperation, however reaching for new target groups seems more difficult. The mentality model can be effective in attracting new target groups.
The mentality model is a model that divides the Dutch population into eight groups according to comparable lifestyles and mentalities rather than demographic traits. The NCDO, in cooperation with Motivaction, found that three groups are important to reach when aiming for extending the basis for international cooperation. These groups are: social climbers, postmodern hedonists and new conservatives. By researching these groups and analyzing their knowledge, attitude and behavior, tailored strategies were made in this paper.
To start with the first group, social climbers, they might be the best opportunity for COS ZHZ because of the large amount of approach methods. This group needs to be informed on certain subjects of international cooperation that they are interested in. These subjects are poverty reduction, safety, education and human rights. This group has a positive attitude towards international cooperation however, they do not have the time and interest to participate in a project for international cooperation. They need to be addressed in a way that their own interest is highlighted and the focus should be on the importance of their help.
The second group, postmodern hedonists, is interested in subjects like human rights, environment, sustainable development and different cultures. As resulted from the interviews held with this group, they are more willing to participate in projects for international cooperation and doing volunteer work in this subject. This group just needs the tools and knowledge of the things they can do and where they can do this. The approach methods of this group are practically similar as those of the social climbers. Using images and experiences of other cultures is what attracts this group.
New conservatives is a group that is hard to reach and hard to get interested in international cooperation. They have a good knowledge on international cooperation, especially on the economical and political part. It is their critical attitude that holds them back to participate in projects for international cooperation. They are nationally focused and a debate on the subject national interest versus international cooperation might work best for them. However, it will cost COS ZHZ a lot of time and effort to eventually convince this group to participate in projects for international cooperation.
It is crucial for every target group to communicate simple and single messages at a time. It is important to let people feel emotionally connected with the subject.. This can be done by creating a 'we' feeling and by using emotional images. Another crucial point that needs to be communicated to all target groups is the results international cooperation has achieved already.
To get the right message to the right target group COS ZHZ could use different communication tools like public relations, music, social media, printed materials and special events.
Organisatie | De Haagse Hogeschool |
Opleiding | ESC Hogere Europeses Beroepen Opleiding |
Afdeling | Academie voor European Studies & Communication |
Partner | COS Zuid Holland Zuid (Centrum voor Ontwikkelingssamenwerking) |
Jaar | 2008 |
Type | Bachelor |
Taal | Engels |