Gemeente Rotterdam
Gemeente Rotterdam is widely recognized. However, not everyone is aware of the activities and projects it carries out each year—at least, we weren’t until a few years ago. That’s when The Dare Company had the honor of supporting Gemeente Rotterdam on a large-scale project in Rotterdam. And in 2020, we did it again! In collaboration with Gemeente Rotterdam, our marketing psychologist conducted research into the diverse cultures and groups in Rotterdam, identifying their wishes and needs.
Target audience versus communication strategies
This has resulted in a wonderful reference work on Gemeente Rotterdam’s behavior change campaign, which outlines various communication strategies, categorized by culture, ethnicity, and individual. After all, every culture or group requires a tailored approach to successfully bring about behavioral change. We’re proud of the result, and we’d love to take you through the preparation process for this project!
Report
Through an extensive literature review, we were able to identify the cultural differences, preferences, and needs of individuals in Rotterdam. Once all the research results had been compiled, our design department created various templates in which information regarding these target groups and personas could be presented graphically.
The results of the psychological research were then incorporated into these templates, resulting in a clear list of dos and don’ts for the campaign communications. Naturally, this list was further broken down by the cultures, groups, and individuals residing in Rotterdam to provide as comprehensive a picture as possible of the communication strategies needed for this behavior change campaign.
To present our results at a glance, we also designed a map of Rotterdam showing all target groups. This map illustrates where the majority of each target group is located and is linked to the corresponding dos and don’ts. Finally, all infographics, personas, and the map were compiled into a report, which we proudly presented to the Gemeente Rotterdam.
The design
Each target group has been assigned a color on our map. The darker the color, the more people from that target group are present in a neighborhood. The data was incorporated into the templates, and icons were added for clarity. Partly thanks to our insights, the Gemeente Rotterdam was able to launch a successful behavior change campaign, utilizing various communication strategies tailored to each culture and individual.
Result
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