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Report of the Finland-Estonia Youth
Information working seminar in Oulu
9.-12.5.2011
Youth Information - new tools and methods for marketing and
involving young people
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1
CONTENT
1. Program ................................................................................................................. 2
2. Participants ............................................................................................................ 4
3. Expectations........................................................................................................... 5
4. Workshops ............................................................................................................. 6
4.1
Marketing Youth Information and Counselling Services in active and
participatory way........................................................................................................ 7
4.2
Active participatory methods ........................................................................... 9
4.3
Method 1: Evaluation of Participation in Service Production ......................... 17
4.4
Method 2: 10 Steps of Participation .............................................................. 20
4.5
Method 3: Normal day .................................................................................. 22
4.6
Feedback of the second day ......................................................................... 23
4.7
Evaluation summary ..................................................................................... 24
5. Presentations of participants‟ projects .................................................................. 27
5.1
Jevgeni Semtšišin: Narva Youth Information Centre ..................................... 27
5.2
Pirjo Kovalainen: How we have marketed Nappi services ............................. 28
5.3
Marge Aasalaid: NGO Koostöökoda ............................................................. 30
5.4
Mari Mielonen: Turku Youth Information and Counselling Centre Vimma ..... 31
6. Feedback & future plans....................................................................................... 34
7. News from ERYICA .............................................................................................. 36
8. Introduction of Youth Work in Oulu ....................................................................... 38
8.1
Unit of social reinforcement .......................................................................... 38
8.2
Information management in Youth Work - City of Oulu ................................. 41
1.
Program
Finland-Estonia Youth Information seminar
“Youth Information - new tools and methods for marketing and involving young people”
9.-12.5.2011 Oulu, Finland
Program
Monday 9.5.2011
08:30
09:30
10:00
11:30
12:30
13:30
15:00
15:15
15:45
17:00
20:00
Arrival of the participants
By bus to the city centre
Coffee, Centre of Youth Affairs
Address: Hallituskatu 5 a
Welcome
Introduction of participants
Get to know each other
Expectations
Lunch at Cultural Centre Valve
Visit at the Youth Information and Counselling centre Nappi, Centre of Youth Affairs
Introduction of youth work in Oulu
Coffee break
Visit at the Youth Café Bysis
News from ERYICA
Bus to the Holiday Club Spa Hotel Oulun Eden
Break
Spa, sauna (open every day from 7am to 9pm)
Dinner at the hotel
Tuesday 10.5.2011
09:00
09:30
12:30
13:30
15:00
15:15
17:00
17:15
20:00
Breakfast (every day from 7am to 10am)
Short walk to the training venue, Villa Koivuranta (10-15 minutes)
Evaluation of the youth participation in the process of youth information and counselling services
Trainer Kati Mäkeläinen, Citisense Oy
Lunch
Introduction to participatory methods
Coffee break
Method lab - participatory marketing methods part I
Closing the day
Walk back to the hotel
Spa, sauna
Dinner at the hotel
2
Finland-Estonia Youth Information seminar
“Youth Information - new tools and methods for marketing and involving young people”
9.-12.5.2011 Oulu, Finland
Program
Wednesday 11.5.2011
08:45
09:15
12:15
12.30
13:15
13:30
14:45
15:00
16:00
19:30
22:00
Breakfast
Short walk to the training venue
Method lab - participatory marketing methods part II
Walk back to the hotel
Lunch
Bus
Visit at the Ritaharju Youth House
Address: Ritakierros 2
Bus
Visit at the House for Girls in Oulu
Address: Torikatu 16
Short visit to the National Coordination and Development Centre of Youth Information and Counselling Services
Address: Kauppurienkatu 23
Free time in the city centre
Dinner at the city centre, Restaurant Vanha Paloasema (Old Firestation)
Address: Kauppurienkatu 24 A
Back to the hotel
Thursday 12.5.2011 (meeting room at the hotel)
09:00
10:30
11:00
12:30
13:30
16:30
18:35
Breakfast
Presentations of participants’ projects, work & good practices
Coffee break & check out
Future plans: discussion and wishes of what we could do together in the future
Feedback
Closing the seminar
Lunch
Departure of local bus to the city centre
Luggage can be left to the Youth Information and Counselling Centre Nappi (until
5pm)
Bus to the airport
Flight from Oulu to Helsinki
3
2.
Participants
Finland
Estonia
Jaana Fedotoff ([email protected])
National Coordination and Development
Centre of Youth Information and Counselling
Services
Andres Lokk ([email protected])
Estonian Youth Work Centre
Siiri Liiva ([email protected])
Viljandi County Government
Mika Pietilä ([email protected])
National Coordination and Development
Centre of Youth Information and Counselling
Services
Janne Laus ([email protected])
Tallinn Youth Information Centre
Kati Ott ([email protected])
Youth Work Centre of Central Estonia
Merja-Maaria Oinas
([email protected])
National Coordination and Development
Centre of Youth Information and Counselling
Services
Marge Aasalaid
([email protected])
NGO Koostöökoda / Ida-Harju Information
and Counselling Centre
Heidi Leppäkari ([email protected])
National Coordination and Development
Centre of Youth Information and Counselling
Services
Maris Tomba ([email protected])
Student Counselling Centre of Põlva County
Triin Peterson ([email protected])
Keila Open Youth Centre
Pirjo Kovalainen ([email protected])
Regional Coordination of Youth Information
and Counselling Services, Oulu region
Jevgeni Semtšišin ([email protected])
Narva Youth Centre
Tuomo Haapala ([email protected])
Youth Information and Counselling Centre
Nappi, Oulu
Piret Konsap ([email protected])
Children and Youth Counselling Centre of
Läänemaa County
Mari Mielonen ([email protected])
Turku City Youth Services
Youth Information and Advice Centre
Kätlin Aadamsoo ([email protected])
Youth Information Centre of Study Counselling
Centre of Pärnu
Reima Luoma ([email protected])
Youth Department, city of Somero
Kati Mäkeläinen, Trainer
([email protected])
Citisense Trainers Team
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3.
Expectations
In the beginning of the first day of the working seminar the participants got to know each other and
also got to express what their expectations from the working seminar were. This session was held
at the Centre of Youth Affairs, City of Oulu. The session was run by Coordinator Jaana Fedotoff
and Planning Officer Mika Pietilä from National Coordination and Development Centre of Youth
Information and Counselling Services.
Here are some of the expectations:
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New contacts in the youth information field
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Networking
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Chance to find project partners for EVS projects
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Good ideas and methods to use in the youth information work
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New ideas on how to get in contact with youngsters who don‟t go to youth centres
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Learn more about online tools to spread youth information and engage young people
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That we use breaks, dinners and evenings also for networking and sharing
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How to promote youth information service in small areas
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Concrete tools on how to market services to young people
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Learn more about ways and methods on how to raise youth participation and engagement
to society
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How to market the services inside our own organization
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To make my work more useful and interesting
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How to make adults realize the importance of involving young people
-
To see Oulu!
5
4.
Workshops
The trainer on the second and third day of the seminar was Kati Mäkeläinen from the Citisense
Trainers Team. Citisense Trainers Team offers training and consulting services supporting civil
society. Their main focus is in three different areas: participation and civic education, international
co-operation and European project management, community development in working teams and
NGOs. They are specialized for active, participatory methods.
Kati Mäkeläinen has her roots in practical youth work. She has been working in youth and community centres, NGOs, EU projects and youth employment services especially with young people with
fewer opportunities. Kati has over 10 years experience as a trainer and nowadays she is working
with governmental services, NGOs, projects and private companies in local, national and international level. She has done co-operation with National Coordination and Development Centre of
Youth Information and Counselling Services before with good results and feedback.
The workshop Kati Mäkeläinen had planned consisted of three different sections:
1. Evaluation of the youth participation in the process of youth information and counselling
services
Objective in the session was to evaluate from the practical point of view the youth participation
level during the whole process of youth information and counselling services by observing success
elements and main challenges.
2. Method lab – participatory marketing methods part I
The purpose of this workshop was to brainstorm, plan and model active, participatory methods for
informing young people about information and counselling services. The purpose was not only to
create new methods but also to give competences for developing participatory methods in the future. With the support of the facilitator and the group every participant worked and tried to openly
think what could be their own method that is suitable for the local services, clients and existing environment.
3. Method lab – participatory marketing methods part II
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4.1
Marketing Youth Information and Counselling Services in active and participatory
way
Kati Mäkeläinen, Citisense Trainers Team
Check list before marketing
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Right product? – is there need for your service?
-
Competition? – is someone else offering the same service?
If yes, what is the extra value you are giving to your clients?
-
Target group? – for whom your service is targeted?
Is there enough target group around?
-
Timing – do you offer your services at right time?
-
Place – do you offer your services in right place?
After those comes marketing:
Does your target group know enough about your services?
Why participatory marketing?
Participatory marketing and peer to peer marketing is megatrend also in private business
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Information society
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Costumer identity
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Costumer clans
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Loyal costumers
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Reducing costs
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Getting information about costumers and their needs
-
Creativity
Why participatory marketing in Youth Information and Counselling Services?
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Getting information of the needs of young people
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Getting “not so active” youth involved
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We have possibility to meet the “costumers” directly
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Low budget marketing
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Offering learning possibilities to young people
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Our main task is to offer information!
o
Do we need extra marketing activities?
o
Or would it be enough to wider our main services and add marketing to those?
o
Marketing events about the information services?
o
Or information services, where we add marketing aspects?
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Practical example: Marketing Event from Youth to Youth
Main idea is to collect 16 young persons for plan and organize “event” to market youth information
and counselling services to other youth in local level.
Total duration of the process is (max) 6 months.
1st task: Image and brand
What images youth have about our services?
What kind of images we should have in the future?
What are the services they really need?
→ images, slogans, pictures, visions
2nd task: Planning Marketing Event
To whom we should market?
Where we should market?
When we should market?
How we should market?
→ Plan about marketing event that will be organized by young people (with the support
of youth information worker)
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3rd task: Evaluation and Future Plans
Evaluating the result
Evaluating the process
Personal feedback
Future plans
Another example: Youth Participation to the service planning process
Aim: Get youth involved to service production
Objectives:
-
Find out what is important to the youngsters
-
Find out the target groups
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Find out where to reach the target group
-
Find out how to bring the message best possible way
4.2
Active participatory methods
Kati Mäkeläinen, Citisense Trainers Team
Active Methods - Action
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-
Based on action
o
Not just listening
o
Listening can be active too, but it is trainers responsibility to ensure that (exams?)
Experimental learning
o
Supports own insights
o
Gives possibility to try out learning
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Learning process
Active Methods for different learners
-
-
“Learning through all senses”
o
Auditory (listening, speaking, music …)
o
Visual (seeing, pictures, drawing, …)
o
Kinesthetic (movement, using body, touching, tasting, playing)
Supports different learning styles
o
Activists
o
Pragmatists
o
Reflectors
o
Theorists
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Learning styles
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Level of activeness in formal education
Participatory Methods
-
Requires learners participation
o
Setting up own objectives
o
Choosing theme
o
Influencing to methods
o
Taking active role in learning situation
o
Own reflections
o
Evaluation and development
o
Creating learning situation to others
Participatory Methods and Democracy
Participatory methods are strongly connected with democracy and crucial for civic education, but
not just in civic education.
“When I was in the school, learning democracy was like reading holiday brochures in prison”
(Derry Hannah)
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Level of participation in non-formal education
Active Participatory Methods
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Active Methods and Participatory Methods are strongly connected
o
It is hard to find active method that is not participatory or participatory method that is not
active
-
Level of activeness or participation can vary a lot
o
High level of activeness, low level of participation?
o
Low level of activeness, high level of participation?
o
High level of activeness, high level of participation!
Answers or questions?
”The first people had questions and they were free. The second people had answers and they became enslaved”
(Native American Wisdom)
Methods and Information
Trainer → Participant
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Knowing the content AND methods
Participant → Trainer
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Effective way to collect information
Participant → Participant
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Collective learning, collective wisdom
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Creativity and new innovations
-
Group process
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Role of the “learning guide”
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Group process
Methods are Goal Orientated
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What do we need to be aware when creating a method?
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Target group – For whom?
o
Needs of group
o
Needs of individuals
-
Objectives – Why?
-
Time – When?
-
Physical space – Where?
o
-
Frames and possibilities
Method – How?
Some basics of “methodology”
-
Method blindness
o
-
Always main focus at objectives, not in method
“Method flow”
o
Connection between the methods
o
Comfort zone ↔Learning environment
-
Diversity of methods
-
Methods are flexible
o
Same method can be used for different purposes
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4.3
Method 1: Evaluation of Participation in Service Production
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18
19
4.4
Method 2: 10 Steps of Participation
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4.5
Method 3: Normal day
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4.6
Feedback of the second day
Kati Mäkeläinen, Citisense Trainers Team
Feedback was prepared by discussing with pair about the day. Results collected by open group
discussion, half of the group was sharing and other half listening at the time.
Some comments of the discussions:
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It has been good, because normally I do individual youth work – not with the groups. Events
are not so active. It is good to think how they could be.
-
The program -> yesterdays focus was on participation. The youth information workers in
Estonia are doing the job individually and there isn‟t time to participate the youngsters. Today our minds became more open on supporting the participation and the methods. It is always important to remember that youngsters should be involved.
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I hoped more for marketing, more methods on how to market – it has been fun, but how? we want to know. How to get through to the passive youngsters? The first game (10 Steps)
was good – would have been nice, if we had thought through how to even the rows.
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More about marketing, but now it is easier to find out the method – how to do marketing.
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I have enjoyed because people are open-minded. I´m just starting in this field, so the
games give good ideas and are useful.
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This exercise was nice. The last “passive part” of the day gave good ideas about how to
make trainings more active. We started to plan together, how to make trainings more participating.
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It was good to talk about the topics. Active learning methods are directly connected with
marketing. I‟m using these methods in my work. Interesting questions about co-operation
with schools – in Finland we have good experiences that we could share. I have now a lot
of questions and it is good.
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I usually sit and listen – I don‟t like playing games but I had to. I think they are useful.
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How to explain our work to teachers and parents, that our work is important? That information days etc. are important? How to market our work?
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In Finland, we have Youth Law and in every level we are talking about involving young
people. We are not now focusing on the traditional ways of marketing. There are also new
tools, social media. We should let the young people participate and market. I got good
ideas and we should involve the youth information workers – benefit more from our network.
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I was in training “The Art of Communicating” so, I didn‟t want to hear about traditional marketing, this as good.
23
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The message of the day: in youth work generally we should focus on the process of
involving young people. You can do expensive traditional marketing, but it’s more
important to evaluate the quality of the services with young people. I would not talk
about “games” but active methods.
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I used to hate the “games” but now I see there‟s always a learning process behind it.
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How to involve people from the countryside? How we can give them information? The only
chance is to make good networking. - And change tips with other youth workers about
working in small villages.
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Think about changing the way of working – outreaching. Could we talk about social marketing? “Marketing” is very narrow - trying to sell something to someone.
4.7
Evaluation summary
Kati Mäkeläinen, Citisense Trainers Team
Summary: Evaluation of the youth participation in the process of youth information and
counselling services
Creating new ideas
In the participation process, it is crucial that youngsters are involved from the beginning on. Often it
seems to be challenging to find and motivate active young people willing to participate and take
responsibility of producing youth information and counselling services to other youth. And it is challenging to get ideas from the youngsters, even when we have motivated group.
The basic of youth participation is the will of adults to hear young people. There should be short
way between decision makers and youngsters. The existence of a person, who is willing to hear
youngsters´ ideas, is important element of successful participation. And there needs to be space
and time where youngsters can say out their ideas. It is needed to create or use more effective
platforms or forums as well as to find attractive methods for the communication with youth.
Creating new services, crucial question is the need of target group. Mostly ideas that come from
young people themselves are directly based for their needs. But there might be gap between the
reality and the wishes of the youngsters. It is needed to be aware that small group does not necessary represent needs of majority. Often professional youth information workers are aware about
the overall needs of the youth in their area. In these cases, the original idea can be well sold from
adults to young people.
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Overall it is good to keep in mind, that the quality of the youth information and counselling services
is good. Creating and developing co-operative networks that can support youth participation is
challenging, but crucial in service production.
Planning the services
Participatory planning requires more time, than planning made by youth information workers.
Young people might be passive and it is hard to get their commitment for planning process. The
planning phase is needed to keep interesting to increase and hold the motivation. It seems to be
challenge to find practical ways to do it.
It is important to have clear and well-formulated action plan with key questions of planning (why,
what, when, how, for whom, where). Roles and tasks need to be clear for everyone. This helps to
follow the planning process. There can be strong and conflicting opinions in the youth group that
slows planning process down.
There should be enough support for young people to do the planning. We should give to them
skills and tools to plan. Getting feedback helps to develop both, personal growth and working process. We also need to ensure, that participants have all relevant information concerning planning.
This all requires good leadership from youth information worker.
Resourcing and marketing
In marketing youth information services, it is important to keep in mind the focus and identify the
priorities to not get lost in unimportant details. We need to make good marketing plan, choose right
tools and channels and use those effectively.
Main element of successful marketing is networking through different channels with different target
groups. We need to find and lobby the right key people, who have power and resources to support
us forward. Especially the support of the (local) government is needed. It is important to have continuity and consistency in the network to keep your contacts.
Young people themselves are already a resource for marketing. But they might have limited resources or motivation to participate. Youth team need to have enough knowledge and skills to
carry out resourcing and marketing. We need to create new ways to get information to those young
people, who are not so active.
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Action – producing the actual youth information services
For organizing youth information services young people need to have consistent support and especially in long-term activities, we need to keep their motivation high. In worst case, the work might
not bring satisfaction. But in another hand, action or happening might be celebration itself.
Young people need to have proper tools, knowledge and skills to carry out activities and offer services. Challenge is, if youth information worker doesn’t have needed skills, knowledge and tools to
support youth and engage them. In successful processes, young people are playing the main role
while youth information workers are supporting, not taking the lead. Unfortunately, in action phase
involving youngsters is often kind of forgotten, because consulting with them takes more time and
energy etc. It is also important to have flexibility when following the action plan.
Evaluation of the working process
The main challenge is to find effective ways to get feedback. We need to find right tools for evaluation. Everyone, who has been involved in the process, should be included in the evaluation phase.
Young people should evaluate both – the process and the results. We should also get feedback
from those youngsters, who haven’t been participating, about their reasons not to take part.
Evaluation has been done for improvement. We need to have a good plan, how the results of
evaluation can be actually useful and will be used in the future. It is good to ask, does something
change, because we did the evaluation. Evaluation is only useful, when it‟s honest and constructive.
Celebration of the work we have done together
Most of the projects don‟t celebrate their work in the end of the process. We need to see the point
of doing it; why it is important to us, and really remember to do it. It is all about giving valuation to
our own work and by making it public, let others, also beside the group, to know what we have
succeeded. In celebration we give the floor to young people to pick to fruits of their hard work. The
atmosphere can give support and motivate people to take up new things and support future ideas.
26
Presentations of participants’ projects
5.
On the last day of the working seminar four participants presented their own projects, work and
good practices.
Jevgeni Semtšišin: Narva Youth Information Centre
5.1
Open Youth Center café-club EXIT
Information Center
Youth Initiatives Service
Youth Work Development Service
Labor education
Youth Parlament
Youth TV
Youth center resources
There are 1 specialists working at the Center The main hall of the Information Center (Internet
access, periodicals, printed materials, library, information boards)
Working hall and group-work hall
(capacity up to 50 people, full technical support)
(suitable for seminars, trainings, meetings, workshops, exhibitions, contests, etc.)
Regional Youth Portal www.noortek.ee
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Contains information on youth-related issues
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Regularly updated news
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Regular surveys
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Subscription to information bulletins
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E-library
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Possibility to ask a question or send a comment online
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Has both Estonian and Russian versions
Statistic!
Visits:
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in April = 26 597
27
We organize
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Seminars
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Trainings
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Information fairs
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Exchanges for youth and specialists
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Information hours
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Round-table discussions
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Surveys and small-scale research
Information fair “Orientiir”
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The largest youth event in the region.
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The only information fair in the region, where young people can receive information on educational opportunities, employment and past-time activities catered for them both in Estonia
and abroad.
Publishing
Narva Youth Center creates, translates and designs printed materials. Materials are printed in
Estonian and Russian. The most interesting and popular issues in the life of young people
determine the contents of the materials.
Partners
Cooperation with various organizations lets us increase the productivity and reach the set
objectives faster.
Get in touch!
URL: www.noortek.ee
E-mail: [email protected]
Tel: +372 35 92581
Tel/Fax: +372 35 91629
Address: Narva Noortekeskkus
Vestervalli 9, Narva
20307 Estonia
5.2
Pirjo Kovalainen: How we have marketed Nappi services
Advertising agency and do it yourselves
-
Advertising agency made marketing materials to promote our new web-pages and also the
Nappi centre.
28
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We have all the produced materials also as so called ‟open files‟, so we can modify and use
same elements in different products
Vuosikello - annual schedule
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Includes all annual events etc. and how and when to advertise
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Shows needs for marketing and when to start preparations
-
Planning ahead is important!
Channels, methods and measures
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„no budget‟
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„low budget‟
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„wow! budget‟
No budget
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Mailing lists
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Website advertising
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Social media (Facebook)
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Press announcements
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Selling tickets to concerts in order to have youngsters to visit our centre
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Inviting schools to visit us
Low and wow! budgets
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Newspaper advertisements
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Brochures
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Posters
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Flyers / business cards
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Other promoting materials (pens, cat's-eye, badges, t-shirts)
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Radio advertising
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Advertising on bus sides
Tools and targets
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Collaborative networks
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Young people
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Other professionals working with young people
Outreaching work
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Fairs
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Exhibitions
29
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Events (own and partners)
-
Competitions, tolls
Thank you!
Pirjo Kovalainen
Regional Coordinator
Oulu Region
Youth Affairs Centre
City of Oulu
[email protected]
+358 50 371 6092
5.3
Marge Aasalaid: NGO Koostöökoda
Organisation
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NGO Koostöökoda was created in 1998.
-
During that time we have changed and developed into innovative and
open-minded organisation.
-
There are many target groups to whom centre is focused to: mostly youngsters and adults.
We offer our services mainly in Eastern part of Harju Region (North-Estonia).
We have many different programs:
-
Youth information services
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Career-services (counselling and information)
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Non-formal Education Centre KOIT
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Projects for people with disabilities
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Study counselling
Marketing and youth information
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EVS volunteer
-
Good e-mail lists and many personal contacts
-
Information days for youth workers
-
cooperation with our partners (schools, youth centres, other youth organisation, municipalities)
-
and others
30
European Volunteer Service
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EVS volunteer Florence works in our NGO 1 of october to 30 of June
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Sharing her experiences with Kolga high school students
Youth workers “Experience fair”
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September 2010 youth workers and youngsters organisations shared them experiences
with each other and we tried to find more cooperation opportunities
Thank you!
Marge Aasalaid
Youth information specialist
East Harju Information and Counselling Centre
5.4
Mari Mielonen: Turku Youth Information and Counselling Centre Vimma
Turku Youth Information Centre NuortenTurku
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Part of Turku City Youth Services
-
Established 2003
-
Locations:
1. Forum Shopping Centre
2. Turku City Main Library (Europe Information)
3. VIMMA Art and Activity house for young people (Ohjaamo, outreach youth work)
Co-operative services
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Ohjaamo (1-2 workers)
o
is a counselling and support centre for young people outside of formal education and
employment, aged 15-20
o
is helping young people pave way into education, work practice and employment
o
main aim is to find a place to study (vocational studies)
o
possibilities for work placements (own payment money for youngsters under 17 years of
old)
o
possibility to walk with youngsters (employment office etc)
Outreach youth work in Turku, “detective” youth workers
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search youngsters (15-25 -years), who are dropped outside service network
-
guide youngsters to those services they need and make sure, that they attached those services properly
31
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make contact to them as early as possible
-
four (4) youth workers
-
Way of action
o
street work, mainly in the downtown, but also in the suburbs
o
sohvis, an open “living room-style” place. Together with A-clinic association. Mainly for
youngsters who are addicted to something (drugs, alcohol, games, internet etc.)
o
co-operation with comprehensive + vocational level schools, young immigrants
o
possibility to walk with youngsters (social and health care services, offices etc)
Advantages in three different services under the same roof
-
Can help and “change” customers flexible when needed
-
Own specialization fields and know-how
o
Ohjaamo
Vocational studies + vocational drop out students
o
Outreach youth work
Finnish youngsters and immigrants, that need special ”deep” individual guidance
(health/mental problems, insufficient language skills -> finnish language courses, other
courses for immigrants etc)
Youngsters, that have not got any place to study after finishing their comprehensive school -> direct contacts
-
Youth information always ”physically” available (stabile opening hours)
o
First contact, arrange appointments, call when needed
Changes in basic work and future challenges
-
Editorship of Pointti.info web page (28 Southwest Finland municipalities´ common YI&Cweb page)
-
Amount of the customers have reduced -> new services, that have been established (Ohjaamo, outreach youth work, ”Vertti” - the peer education project etc)
o
Youngsters, that have earlier used YIP´s services
o
New target groups and ways to do work
o
More basic information work (summer job brochure, theme days with associations etc)
o
Students without ”proper” backup services:
Upper secondary school students that live alone (1. year)
University of applied sciences students (1. year)
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Future challenges
Marketing and revaluing the target group
-
most of the youngsters have usually came on the ground of their friends references (”accidently”)
-
social based, interactive work in internet
-
comprehensive and vocational students -> upper secondary school and polytechnic students
-
”totally” unemployed youngsters
-
more basic information work -> campaigns, media blitzs etc
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6.
Feedback & future plans
Before the closing of the working seminar the participants did a group work where they gave feedback from this year‟s seminar and made plans and suggestions for the next seminar in 2012.
Group 1
Learning experience
-
Different active participatory methods
-
Empowerment to the idea of engaging young people to the services
-
For the consistency of services it is better to have them together
-
The tool/model to engage young people in your activities (in different phases)
-
New ideas for making my own trainings more attractive & participatory
-
Reflection on my own ways of marketing - what is already good & what to make more effective
Group 2
Thoughts and questions for the future
-
Branding youth information was seen the most important issue for the future
o
What do we mean when talking about branding? What is behind it?
Quality service
Marketing
1 + 1 = 2 -> Brand
-
We must remember to involve youngsters
-
How and where develop youth information?
-
How to organize youth information and youth work and what is the relationship?
o
Are they together or separate -> cultural difference between Finland and Estonia
-
How is it possible to cooperate with public information services (tourist, job shop…)
-
What are the quality standards
-
How to create active methods on my own?
-
How to use active methods to plan marketing and in everything that needs to be planned?
-
How to use active methods to motivate youngsters (long period)?
-
Physical youth information point and marketing youth information as a whole (environment
in the centre)
-
How to make marketing plan?
-
Celebration! (Feedback) We must remember to celebrate our work!
-
Mapping status quo
-
I really can involve youngsters more
34
-
Methods have to be goal orientated
-
Identity is really important! (at your organization)
o
You also have to know the identity of young people / youth groups
-
Different tools how to involve youngsters and evaluate services
-
Know who is on your side!
-
Gender sensitive youth work
-
Networking is important
-
Networking is also marketing tool
Group 3
Thoughts and questions for the future
-
How to equalize the information services quality level? (between different groups the 10 steps)
-
E-services
-
There has to be co-operation between centres / services
-
Making together saves money and resources
-
Implement active methods for different purpose
o
to involve young people
o
marketing
o
informing
o
lobbying
Group 4
Ideas for future seminars
1. Youth information in the internet & online youth work
→ was the most wanted theme for the next seminar
2. How to make youth information services understandable
→ was the second most wanted theme for the next seminar
3. How to create long term & effective systems to involve youngsters in your work
4. How to share common information between professionals / specialists via online environment
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7.
News from ERYICA
Mika Pietilä, Planning Officer (National Coordination and Development Centre of Youth Information and Counselling Services)
ERYICA - European Youth Information and Counselling Agency
Mission:
-
Intensify European co-operation in the field of youth information work and services
-
Develop, support and promote quality generalist youth information policy and practice at all
levels
Aims:
1. To promote and respect for the principles of the European Youth Information Charter
2. To ensure European co-ordination and representation in the field of youth information and counselling
3. To promote the establishment of a European arena in this field, especially by developing a European network of youth information and counselling structures
To achieve these aims:
-
Bring together at the European level co-ordinating bodies in this field
-
Monitor at the European level the current situation of this sector and its evolution
-
Facilitate European co-operation among bodies working in this field, especially through professional changes
-
Promote research and innovation in this field and the development of services which meet
the needs of young people
-
Co-operate with European institutions (such as the Council of Europe, the European Union
etc.) in this field
-
Undertake other initiatives in the sense of the Agency‟s aims which are deemed useful by
its members or its competent organs
Services:
-
ERYICA Newsletter
-
Infomobil
-
Promotion of Youth Information
-
Sharing methods and experience
-
Professional principles, minimum standards and quality measures
-
Training of youth information workers
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Websites:
ERYICA website: www.eryica.org
Information about youth mobility: www.infomobil.org
The online platform for European Youth Information workers www.sheryica.org
Projects:
-
Safety and Quality Online
-
JIMMY
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8.
Introduction of Youth Work in Oulu
8.1
Unit of social reinforcement
Anneli Koistinen, Head of Services (Unit of social reinforcement)
Unit of social reinforcement promotes the following for young people:
-
Youth workshops
-
Youth information and counselling centre Nappi
-
Outreach work; personal and group guidance
-
Multi-sectoral cooperation
38
Youth unemployment in Oulu 1997-2010
Workshops
Young unemployed people aged 17–24 living in Oulu can take part in six-month courses arranged
at the workshops. Through workshop activities we support the life management of young people
and help them find a place of study and work. Workshops provide young people with work experience from various fields.
The following fields are represented at the workshops: arts and media, woodworking, handicrafts,
home economics, repair of cars, office work and IT.
Content of Workshop
-
Work coach: products ordered by the customers, own sales products of workshops (learning by doing)
-
Personal and group counseling and guidance
-
Practicing in an enterprise
-
Short courses e.g. first aid course, “computer course”, household ménages
-
Raising grades of comprehensive school
-
Becoming acquainted with business life and schools
-
Sports, culture and adventure
-
International co-operation (volunteer abroad)
39
Key figure statistics of workshop activity in 2010
On the workshop periods attended 210 persons in total: 35 % women, 65 % men.
Basic education:
comprehensive school
40 %
comprehensive school interrupted
2%
vocational school
21 %
upper secondary school
19 %
polytechnic school
1%
other (immigrants)
18 %
Vocational school interrupted:
once
20 % (35)
twice
8 % (14)
three times
1 % (2)
Considering the future the workshop period had been useful. After workshop period, within a year,
62,1 % were at school or work. It had made vocational decision clearer, increased willingness to
apply education, raised the self knowledge (strengths and needs of development) and new ideas
for leisure time (inquiry on the internet).
Co-operation with our local network
-
-
Co-operation with Vocational schools; contracts with Luovi and Oulu Vocational College
o
on-the-job learning in workshop
o
”resting and thinking period” before interrupt studies (part of studies, individual plan)
o
practical training and youth competence based examinations (personal learning plan)
o
school visits, e.g one week visit for young people from workshop
o
workshop period accepted as a part of vocational studies
o
flexible choice
o
2010: 15 young people from vocational schools had workshop period
Co-operation with comprehensive schools: on-the-job learning if normally learning at school
is impossible, raising grades
-
Co-operation with companies; workshop without walls
Supported apprenticeships; inside our city organisation and local companies
Easy to reach services in Youth House Byström
-
”one place service” for young people (17-25 years old)
-
preventive work
40
-
by appointment or without
-
includes e.g. individual and group information and counselling, out-reach work, career
counseling, supported work guidance (”workshop without walls”), social counseling, services from career psychologist and employment councelor, services from health care and psychiatric nurse, immigrant work, special youthwork, sexual counseling
-
Inquiry in internet for young people, what services young people want and in which cases:
careers, studies, applying for work, applying for housing, housekeeping, dept issues, hobbies, state of health etc.
-
8.2
Start in autumn 2011
Information management in Youth Work - City of Oulu
Jarmo Laitinen, Head of Planning (Development activities)
What is information management?
-
The way information technology and data are coordinated and developed in the organization.
-
The task of information management is to be responsible for ICT services in the organization.
-
Management capability to see evolution of the information system and their own status as a
pioneer in their own field (Youth work)
-
Notice: Often the organization and the administration believe that strategy meaning of the
information system does not change during the time.
Information management in Youth Affairs Department
-
Information management -> to support and to develop the department´s operation by using
ICT.
-
The Head of the Planning is responsible for information management in Youth Affairs Department
-
Supports our strategy
-
Improves basic skills in ICT
-
Improves knowledge of ICT
-
Takes necessary action concerning information management strategy on corporation level
-
Has knowledge of the technology, project management
-
Is expert in ICT and in development issues
-
Adapts applications in operating environment
-
Competition for supply
-
Internet
41
Department´s website www.ouka.fi/nuoriso
Nappi´s website www.nettinappi.fi
Rockpolis´s website www.rockpolis.fi (The development of Oulu-based music industry by
communication and networking)
Activity centers website www.ouka.fi/nuoriso/tyopajat
Initiative service www.aloiteoululle.fi
Youth Information and Counselling on national level (National Coordination and Development Centre of Youth Information and Counselling services):
Web magazine: www.koordinaatti.fi
Facebook page:
www.facebook.com/pages/Nuorten-tieto-ja-neuvontapalveluiden-kansallinenkoordinaatiokeskus/212813230246
Twitter profile: http://twitter.com/#!/Koordinaatti
Blog: http://koordinaatti.blogspot.com/
Statistics program: http://nutitilastot.fi/
Initiative Channel (e-democracy tool for young people): www.aloitekanava.fi
Registration in internet
Oulu adventures www.ouluadventures.fi
Organisations and associations www.jarjestoinfo.fi
Media forum website www.styrkkari.fi
Virtual youth work www.netari.fi www.habbo.fi http://irc-galleria.net/
Intranet
Department´s intranet
WSS workspace
-
Mobile
SMS Client (messages to the parents and youngsters)
Mobile e-mail
Mobile pay
Mobile registration
-
Applications that we use
Daycare Effica, After school activity
Effica Asukas, After school activity
Electronic invoice
MD-Titania (working hours and access control)
Work activity centers evaluation aplication www.nuortentyopaja.fi/paja
-
Other applications
We have made Statistics application here in Oulu and now same application have sold to
Espoo, Vantaa and Helsinki. Lahti and Rovaniemi has been interested in about it too.
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Ubinion
-
An application that allows (young) UBI-hotspot users to express their opinions on matters
defined by Youth Affairs Department of Oulu
-
Socially, in collaboration
-
Integrates with Facebook for later discussion and interaction
-
Admin capabilities for youth officials
-
Integrates with Twitter for easy browsing of just the textual feedbac
-
First user test results very encouraging
o
255 photos / opinions (well...greetings at least)
o
195 questionnaires
o
Very positive response from pre-teens
o
Positive response from test done during ”ABI-päivät” and Norssi senior high school
o
Likert scale scores about usability, app is fun to use, Facebook gallery‟s suitability, perceived efficiency of the feedback given, etc. very high (4.0 –4.3)
43