In the past few years TransCity has worked on a large number of projects for the Royal Netherlands Air Force with the objective of getting youngsters with a double cultural identity to consider the Air Force as a possible future employer.
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(The above picture is of a Moroccan-Dutch girl in the Royal Netherlands Air Force. Source: M’zine)
Amongst the activities TransCity has initiated and implemented for the Royal Netherlands Air Force are:
Group discussions
Group discussions on the image of the Army and the Air Force in cooperation with ethnic, cross cultural and mainstream media, to be published in or reported by media such as Generation Now, Pleasure, M’Zine, Ekin and many others. Among the themes discussed was the presence of the Royal Netherlands Air Force in Iraq: ‘Is the Netherlands Army a Peace Force or an Occupation Force?’ Open discussions on this theme took place amongst youngsers with both pros and cons.
Discussion related to the Army and the Air Force to be placed on the ethnic and cross cultural online discussion platforms of maghreb.nl, lokum.nl, waterkant.net, goodtimes.org, wakmi.com and others. Opinion polls on themes related to the Army were also initiated on these websites.
Other editorials
Other editorials on issues related to the Royal Netherlands Air Force in cooperation with ethnic, cross cultural and mainstream media. Among the themes covered were the positive role of Moroccans in the liberation of Europe in the Second World War (Himmler was arrested by a Moroccan and the Dutch province of Zeeland has a War Memorial for the fallen Morcoccan soldiers). Other articles focussed on on themes such as ‘women in men’s jobs’ and possible loyalty dilemma’s when serving the Army in the Netherlands.
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(Article in the Turkish-Dutch magazine Ekin where a Turkish-Dutch woman looks back at her experence of being the first girl of Turkish origin to have served the Royal Netherlands Air Force during the early nineteen ninetees of the last century)
Direct response test grid
Together with the urban FunX Radio a test grid was developed to get listeners to apply for more information on the Air Force. A combination of radio ads, informercials with personal stories and banner ads were developed, each with a different character with the objective of testing the best responding creative and the best responding mix: spots and banners, informercials and banners, and other combinations. Radio ads and banner ads were developed by ARA Advertising.
Group excursions
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(The front page of De Telegraaf newspaper, the largest daily in the Netherlands, on a group excursion of Moroccan-Dutch to Air Force base De Peel in the south of the Netherlands.)
Group excursions were organized for a number of ethnic cultural communities in the Netherlands. The objective was to get influentials of possible future employees to learn to know what working for the Royal Netherlands will look like. Excursions were organized for the Turkish, Moroccan, Chinese, Surinamese, Antillean and Hindustani Surinamese communities. The ethnic, cross cultural and sometimes mainstream press was also invited, resulting in coverage in many media, including dailies such as Sing Tao Daily, Hürriyet, Türkiye, De Telegraaf and De Ware Tijd.
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(Article in the Chinese newspaper Sing Tao Daily on a group excursion of Chinese youngsters to the Air Force base in the town of Volkel.)
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(Picture taken during an excurison of Surinamese and Antillean parents to the Air Force base in Eindhoven).
Market research
Qualitative market research was done on loyalty and identity, related to the possible future ambition of youngsters of making a career in the Air Force.
(Below are some examples of publications in the Caribbean and Latin Magazine Pleasure)
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