BRIDGE - Building the Right Investments for Delivering a Growing Economy Rotterdam, The Netherlands Jobs and skills in the local economyModifier 28 May 2018
Therefore, the National Urgency Programme South Rotterdam (NPRZ) was looking for an additional method, in conjunction with the Friends for Brands communications agency, to reach more young people without possibly irritating them. They found it by means of direct contact with the target group. Young people visited the schools, wearing sandwich boards, to explain the AanDeBak guarantee in more detail in the classrooms.
They did so in a way developed especially for the (difficult) young target group. With the playful AanDeBak quiz, they were encouraged to think about their future. MTV presenter/stand-up comedian Edson Da Grace playfully guides them through several questions and the end result is a rough recommendation.
This method proved a resounding success. The number of visits to the AanDeBak website has skyrocketed. Also, many of the young people are now willing to leave their contact details so they can receive BRIDGE updates about events and information fairs. The reason for this is simple: the method and the information are properly tailored to the young people's environment. More importantly, the necessary attention is paid and these young people feel noticed and valued. This is very significant for many of these young people who live in an area with several negative social and economic factors.