On behalf of Senatsverwaltung, nexus develops a dialogue and communication concept to include the broadest possible target groups in the discussion of the further development of nursing care in Berlin.

To implement the coalition agreement, Senatsverwaltung für Gesundheit, Pflege und Gleichstellung has been commissioned to carry out a citizens’ dialogue on the topic of nursing care in Berlin, taking into account the entire spectrum and diversity of the Berlin population. As a first step, nexus has been charged with developing a communication concept to accomplish this.

The communication concept consists of three work packages:

In the first work package, relevant target and sub-target groups for the dialogue process are identified, based on available data from social research. Based on this data, so-called personas, i.e. model constructs based on distinctive characteristics, are developed. The total of seven personas reflect all the larger groups of the Berlin population, with a focus on the target groups of elderly individuals who are particularly relevant to the nursing sector or who are directly affected by nursing responsibility. Sinus Milieu studies are used to narrow down these groups. The communication and leisure-time behaviour of the identified personas is analysed on the basis of existing data and described in detail with regard to preferred media, formats, locations and times of day.

In the second work package, a list of possible participation formats will be developed and summarised to determine whether they are accessible and inviting for the sub-target groups, and furthermore the personas. Additionally, the formats will be examined in terms of time, means, and financial expenditure. Subsequently, the formats that prove to be suitable for the target groups will be presented and provided with checklists. In this way, four concrete proposals for “real-life” events and action formats can be made, which can reliably reach the main target groups of the Citizens’ Dialogue and motivate them to actively participate.

The third work package brings together the results of work packages 1 and 2, and places them in the context of an overall strategy and presents a progress plan. The overall urban process consists of the following elements:

  • citizens’ dialogue (four concrete formats)
  • actions for overall urban visibility (additional events and activities)
  • internet presence and press material

All elements are arranged in a constellation that relates them meaningfully to each other and are accompanied by checklists and an estimate of the financial expenditures.

Duration: 09/2018 – 1/2019
Client: Senatsverwaltung für Gesundheit, Pflege und Gleichstellung Berlin
Team: Prof. Dr. Christiane Dienel (project management), Dr. Christine von Blanckenburg

Picture: Senatsverwaltung für Gesundheit, Pflege und Gleichstellung