Large, democratically governed associations such as these always risk becoming inflexible and unwieldy. In order to further the development of the union’s activities at all levels, and to modernize the union in general, Rewir was assigned the task of carrying out an insight and strategy review. An extensive research and analysis study was conducted in 2010, with a precise conclusion – the union handled core tasks well. However, in order to be a viable option of support and assistance on an everyday basis, it was necessary for the union in the future to provide greater perceived benefits at the individual level. Consequently, a major internal change project, which is still ongoing today, was initiated together with Rewir in 2011.
Rewir conducted numerous workshops at all levels within the union, including top management, regarding the possibilities available to the Teachers’ Union. These were grounded on a clear brand platform and a strong, active network of 22,000 elected representatives. A long-term strategy was drawn up in consultation with the union’s leadership and with other key persons at various levels.
All of these efforts gave rise to a plan to activate union officials and elected representatives at various levels in a profound internal change process. Equipped with an inspiring concept and a coherent process, Rewir and communication managers are successfully involving various levels within the organization and enabling constructive dialogue about how to best meet new challenges and the needs of various groups of members, both as an organization and as active individuals.
The overarching “One step closer” approach manifests the process, in which all areas within the union are encouraged to gradually, one step at a time, get closer to each individual teacher in their everyday lives. By means of workshops, workplace meetings, thematic days, seminars and other campaign activities that generate interest, the brand platform is being cemented on all levels of the organisation and the constructive dialogue is recorded on an internal campaign site. The process continued throughout 2012 and 2013, and is an ongoing implementation project.