Our work

We’re making lifelong learning a given

Education & LearningBehavioral Change, Design & Strategy

What we did

Umbrella concept and narrative for ‘t Leercollectief
Communication strategy and segmentation
Visual design for events
Offline communication materials
Practical guide with 19 tools
Video interviews
Translation of research and policy into infographics

Target audience

Professionals in Flanders’ education and labor market landscape

1,461

total attendance at sessions and events

19

practical tools in the practical guide

15

innovation fact sheets published on vlaanderen.be

't Leercollectief website →

Challenge

How can you reach people who struggle to get started with learning through a story that inspires action?

The statistics are clear. Once they’ve finished their education, Flemish people consider “learning” a thing of the past. Organizations invest little to nothing in it. The people who would benefit the most from continuing education are the least likely to take action. How do you mobilize an entire field of stakeholders around an abstract and academic activity? And how do you reach precisely those people who could really use a new skill?

Result

Flemish people are learners

We picked a positive approach. Not “Flemish people don’t learn enough,” but “Flemish people are learners.” That was the turning point. From that new starting point, we helped build “’t Leercollectief”: the brand, the story, and the community that brought lifelong learning in Flanders to life.

Approach

Learning by inspiring

We took charge of the “inspire” track. And it was no small task: this was the communicative heart of the entire project.

Communication strategy for the target audience

We started with the basics. Who is 't Leercollectief? What does the name mean, and who is it for? We developed the umbrella concept, the branding, and the narrative, and created a communication strategy that allowed us to reach the right people in the right way.

Active platform

We focused primarily on building a community. On LinkedIn, “’t Leercollectief” grew into an active platform for professionals. Not just a one-way channel, but a platform that people actually find useful.

The events reflected the same dynamic: from the Inspiration Day with its own newspaper, conversation cards, and bingo cards, to the aftermovies of the networking sessions, to the visual design of Leergolf, the Day of Learning Returns, and ‘t Leercollectief Innovates.

Each moment had its own unique character, yet everything told the same story.