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Framing the general election of 2019 through union members

Building a political framework from a member perspective

Stronger Together

Building a political framework from a member perspective

Stronger Together

Building a political framework from a member perspective

Stronger Together

Building a political framework from a member perspective

Framing the general election of 2019 through members

Building a political framework from a member perspective

Challenge

FOA, the trade union, organises more than 170.000 public and private employees. Their members represent areas and functions that are considered core functions in the Danish welfare system. As their trade union, the FOA strives to represent their member's opinion in the best possible way in the political debate. Expecting a general election with a lot of opinions and an equal amount of confusion regarding welfare politics, FOA needed a way to cut through the clutter and present the perspectives of their members in the clearest way possible.

Letting members drive the discourse proved vital for the political effort  

The open approach
provided us with a series of relevant
insights

The open approach
provided us
with a series
of relevant insights

Letting members drive the discourse proved vital for the political effort

Method

Through a collaborative recruitment and research processes, involving researchers from both FOA and Will & Agency, we were able to interview and involve a large group of members regarding their perspective on working conditions, the political debate, and their membership. Through interviews and involvement we built a political framework based on the everyday life experiences of member and helped form a campaign that was focused on facts and experiences. Through an extensive pattern recognition process, we were able to deduct a series of insights and design a strategic framework for FOA for the general election. 

Implementation

The strategic framework was brought to life by the continuous involvement of members in a political campaign effort. Will & Agency designed the concept, and FOA’s advertising agency developed and executed the campaign across channels and media. The patterns and insights from the initial research are currently being utilised in the development of services and policies in FOA to ensure that the perspectives, wishes, and expectations from the members are incorporated in the ongoing optimisation of services and approach.

For more information; please contact Jesper Thomsen

For more information, you are welcome to contact
Niels Alberg

For more information, you are welcome to contact
Jesper Thomsen

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