Plan of action for recruitment strategy
The Sarphati Cohort is a study (on behalf of GGD Amsterdam) on the development and health of Amsterdam children, with the goal of gaining better insight into what influences the health of Amsterdam youth.
With current recruitment strategies, the Cohort already reaches a large group of Amsterdam residents but some target groups are still underrepresented, especially from the areas of Amsterdam New West and Southeast. These include people with an immigrant background and those with a practical education. Muzus was asked to develop a plan of approach for the recruitment strategy that would make the underrepresented target groups sign up for the study.
Recognizability
Design research
We started this research by interviewing staff from community centers and looking for key people from the neighborhood. We soon learned that we needed to focus on building a relationship of trust, both with various organizations and with potential participants of the research.
We designed research interventions where we attracted the attention of parents and young children (in the 0-4 age group) while keeping children engaged so that we could have a conversation with parents. One of the interventions we designed is a themed polaroid-photobooh, which we conducted at different locations.
Creative interventions
Building on trust
The end result is a plan of action for the recruitment strategy, including an overview of the entire recruitment campaign, a roadmap for creating a bond of trust and a customer journey to generate and retain good contacts. We also proposed several creative interventions to engage with the target audience in an appropriate and approachable way.
