Greenland Sports Federation - From Push to Pull
How we helped Greenland Sports Federation transform their training approach.
We helped the Greenland Sports Association make formal requirements relevant and engaging – with a design that made the target group seek knowledge themselves.
Greenland Sports Association – From push to pull
The Greenland Sports Federation (GIF) contacted us as part of Ataatsimourluta Aalasa – a collaboration with Paarisa (a unit under the National Board of Health and Welfare in Greenland) and UNICEF Greenland – with a clear goal: to strengthen the conditions for children in the Greenlandic sports associations.
The task was for the associations to have control over three things: a children's policy, a contingency plan, and obtaining child certificates.
"What has been done has been really good. We are also incredibly proud of it."
Bjørn Søvsø Jensen, Greenland Sports Association.
Workshop-in-a-box
The framework for the assignment was to create a digital “Workshop-in-a-box”: a comprehensive process where boards could work with dilemmas and discussion questions about children’s policy, emergency preparedness and child certificates. The idea was that it would not just be a board discussion, but would lead to concrete products that the associations could use in practice. We also had to create an animated explainer video that could support the coaches in their responsibilities and decisions.
From requirements to relevance
As author Nick Shackleton-Jones says, there are two basic approaches when communicating with a target audience: push and pull .
- Push is about pushing information or demands out to the target audience – regardless of whether they request it or not.
- Pull is based on the target group's own perceived needs and lets them absorb the information because it is relevant.
When we spoke to boards and coaches, they found that they had a pretty good handle on the formal requirements. The pressing issue for them was dealing with parents on the sidelines.
A friendly Trojan horse
So instead of starting with policies and certificates, we started where the associations felt the greatest need. We produced short explainer videos that the boards could send directly to parents. At the same time, we embedded the formal requirements into the videos – like a friendly Trojan horse. In this way, the content was experienced as valuable and concrete help, while GIF still ensured that policies and contingency plans were put in place.
More than agreed – to succeed
This also meant that in practice we delivered more than we had formally agreed. But our goal is not to deliver content for the sake of content – we develop solutions that will work in reality.
As we usually say: 90% on target can in practice be 100% a waste of time and money. Therefore, we must of course succeed in the task.
“You don't do it 80% either, you do it 100%, and that just means so much.”
Mette Aarup Crusell, Paarisa
In addition to the agreed “Workshop-in-a-box”, we also developed:
- A video for parents that can be sent out.
- Online guides with templates for children's policy and emergency plan.
- A certification and diploma process so that clubs could demonstrate that they had things in place
Important details
The project has been challenging – but that's exactly why we are extra proud of the details:
- Our LMS, Activate LMS, is used to distribute the material. We are proud that it is available in Greenlandic (Kalaallisut), and that Greenlandic is the default language – so users must actively select Danish if they wish.
- We have worked with animated explainers, developed in Articulate Storyline and Vyond , so that the content works in both languages.
The collaboration
For us, it has been one of those projects where you can really feel that it makes a difference.
Both because the topic is important, and because the collaboration with GIF, Paarisa and UNICEF Greenland has been characterized by dedication and quality.
We are proud to have helped create a solution that contributes to safe communities for children and young people in Greenland.
You can see the material here .
"What has been done has been really good. We are also incredibly proud of it."
Bjørn Søvsø Jensen, Greenland Sports Association.
Workshop-in-a-box
The framework for the assignment was to create a digital “Workshop-in-a-box”: a comprehensive process where boards could work with dilemmas and discussion questions about children’s policy, emergency preparedness and child certificates. The idea was that it would not just be a board discussion, but would lead to concrete products that the associations could use in practice. We also had to create an animated explainer video that could support the coaches in their responsibilities and decisions.
From requirements to relevance
As author Nick Shackleton-Jones says, there are two basic approaches when communicating with a target audience: push and pull .
- Push is about pushing information or demands out to the target audience – regardless of whether they request it or not.
- Pull is based on the target group's own perceived needs and lets them absorb the information because it is relevant.
When we spoke to boards and coaches, they found that they had a pretty good handle on the formal requirements. The pressing issue for them was dealing with parents on the sidelines.
A friendly Trojan horse
So instead of starting with policies and certificates, we started where the associations felt the greatest need. We produced short explainer videos that the boards could send directly to parents. At the same time, we embedded the formal requirements into the videos – like a friendly Trojan horse. In this way, the content was experienced as valuable and concrete help, while GIF still ensured that policies and contingency plans were put in place.
More than agreed – to succeed
This also meant that in practice we delivered more than we had formally agreed. But our goal is not to deliver content for the sake of content – we develop solutions that will work in reality.
As we usually say: 90% on target can in practice be 100% a waste of time and money. Therefore, we must of course succeed in the task.
“You don't do it 80% either, you do it 100%, and that just means so much.”
Mette Aarup Crusell, Paarisa
In addition to the agreed “Workshop-in-a-box”, we also developed:
- A video for parents that can be sent out.
- Online guides with templates for children's policy and emergency plan.
- A certification and diploma process so that clubs could demonstrate that they had things in place
Important details
The project has been challenging – but that's exactly why we are extra proud of the details:
- Our LMS, Activate LMS, is used to distribute the material. We are proud that it is available in Greenlandic (Kalaallisut), and that Greenlandic is the default language – so users must actively select Danish if they wish.
- We have worked with animated explainers, developed in Articulate Storyline and Vyond , so that the content works in both languages.
The collaboration
For us, it has been one of those projects where you can really feel that it makes a difference.
Both because the topic is important, and because the collaboration with GIF, Paarisa and UNICEF Greenland has been characterized by dedication and quality.
We are proud to have helped create a solution that contributes to safe communities for children and young people in Greenland.
You can see the material here .