WAARDEVOL WERKJaarBOEK >Sociallabel socioeconomics SOCIAL LABEL SOCIO ECONOMICS
A very special collaboration is the one between visual artist Marc Mulders and Ria Mul who works at the Artenzo workshop (Amarant Group). >MASK opens up Ria’s world to a greater audience, and Ria is invited to progress beyond her own world. Her imagery has become the starting point for a unique range of textiles. Pillows with different designs that come from the paintings she made with Marc Mulders.
SOCIAL LABEL – SOCIO ECONOMICS The Netherlands
Urgency On a national and municipal level things are changing with the introduction of the Participation Act. To help people participate in society we need collaborative efforts around innovative concepts such as Social label. Social label cocreates design products as a ‘key’ for new perspectives of vulnerable groups. Simone Kramer & Petra Janssen Oktober 2014
SOCIAL LABEL SOCIO ECONOMICS
4
5
Community stewardship centre Cambio focuses on recycling waste and the love of creating things. This is why Social Label asked designer Dick van Hoff. The Cambio mentality inspired Dick to create >VEEG. Rolling up your sleeves together to make clean and close-knit neighbourhoods in Deventer. Old bicycle frames are recycled to create a new cleaning range, clearly manufactured with love, a heart, and sustainable thoughts in mind.
Design thinking With Social label Simone & Petra have developed an attractive tool with which we can create new openings through art, design and communication, and rebuild the framework for care and jobs to form permanent structures. Social label brings visibility; it tells the story of people working in sheltered workshops in a different, positive way (re-branding) and brings its values to the surface (re-valuing). In doing so we contribute to an inclusive job market and society, so that more people can participate (ARTICIPATE!).
The main challenges Offering attention and (paid) labour as the ultimate form of appreciation, Social label intends to: - encourage work and progression to the job market. There is a substantial group that is not finding its way onto the regular job market. And if they are progressing, they will often fall back onto care structures - encourage businesses to employ more people in vulnerable situations. Social label as an attractive instrument for vocational integration for businesses that want to define their social mission - inform the public of the task ahead for our society and get them involved by presenting and selling socially sustainable, meaningful products. We focus on substantial groups of people who have difficulty finding paid employment. Often these are people with minor impairments, problems with addiction or mental problems, and/or people who have been in touch with the justice system. Also school dropouts, active senior citizens and volunteers are welcome to participate. Various groups come together.
7
A co value creation for the inclusive world A co value creation for the inclusive world where different groups come together and appreciate each other for who they are. We connect diverse groups of people and professionals who would not normally come into contact with one another because they work in different branches or because they come from different social groups (‘melting pot’). Social label works closely together with a range of sheltered workshops, health care institutions, civil society organisations, entrepreneurs (ranging from a bakery, a factory), social investors, designers (ranging from artists, writers, architects), governments, schools and other professionals in the Netherlands. Together we will lift our ideas towards an inclusive world in which we can all participate. Organisations that commit to Social label, are the pioneers of the human-centred empathic society (mental shift). Some processes are invaluable and need time to grow into a new economic model. One that we call Socio-Economics.
Proud Something beautiful and special happens when workers whose health or problems have prevented them from finding regular employment collaborate with designers. The wonderful and valuable product that results from this collaboration is called Social label. The Social label foundation is about more than making appealing products for the public. To support the Social label product we are establishing a platform for quality. So we can put the makers’ talents on display. To make people proud of who they are and what they make. The products help us tell the stories of these workers and get the audience involved. We are creating an appealing (work) environment to create new opportunities. We call it socio-economics.
Work creation Social label is a work tool that connects care with innovation, invites businesses to show their social faces, and allows designers to experience new opportunities. Our ideal is to increase self-esteem and create more jobs for vulnerable groups through an attractive range of products. It is a story we want to share so that more people and more organisations become aware of the unique nature of and the urgent need for Social label. With the development of Social label product ranges we are also stimulating the manufacturing industry, craftsmanship, and customized employment. We want to prevent the manufacturing industry from moving abroad, which will threaten employment. SOCIAL LABEL SOCIO ECONOMICS
Suitable employment creates a sense of self-worth When people lose their (un)paid jobs, they drop to the lowest rungs on the participation ladder. This setback brings with it a greater reliance on care and welfare. Being appreciated and feeling involved help prevent social problems (exclusion, isolation, criminality) and create safe neighbourhoods with a good quality of living. Here at Social label, social values (personal development) play an important role, alongside financial values (wages). By developing appealing product ranges we create interesting activities with care organisations and jobs with businesses. Social label is a catalyst for a new attitude towards care for people, their jobs and their lives, with the aim of creating a smoother progression and new job forms.
Social label’s 4 Ps People. We do not think in terms of care indications or separate organisations which often serve the same groups; instead, we depart from the people and their skills and the things they want to make. "Who you are and what you make" is our starting point for the design of Social label-products. Product. The collaboration between a designer and a sheltered workshop leads to meaningful, attractive products. Together we will go on an intensive search for the best fitting, practicable solutions. These will be different for each workshop. With Social label the designer will always work to serve the workers. They are at the heart. The product is a means to get them engaging employment and new opportunities in society. Process. Social label develops product ranges –right across current (care/sheltered work experience) organisational structures- in which care en social institutions with their sheltered workshops, and companies can participate. Participants become part of the network and demonstrate that they embrace our ideas by bringing along their own Social label-productline. Platform. We tell a story through our design products, we place talented workers on a stage and engage the public. The workers from the sheltered workshops have a starring role in the campaign, which is centred on the website, social media and events. During these events the various parties come together, and unexpected encounters and new connections take place (melting pot). 9
Enthusiastic presentation of Social label >VAAS and announcement of new partnerships during Festival Mundial, railway zone Tilburg
11
>VAAS Roderick Vos ism Artenzo
P Piet Hein Eek, ambassador from the beginning, has made drawings for five sturdy >HOUT products that can be made, rented out, and sold by the workshop. The supervisors provide the moulds and organise woodworking courses to train people in this craft.
SOCIAL LABEL SOCIO ECONOMICS
P
>Hout Piet Hein Eek ism Woodworks
It’s a very positive concept in these times of crisis. It gives our workers a sense of status. The photo shoot was such a blast for them: they were in the picture! The workers on <VAAS are in contact with the workers on >HOUT and they are really beginning to compete with each other. It’s so much fun to see that.’ Albert Matthijssen, workshop Artenzo
P
>VAAS Roderick Vos ism Artenzo
A proud Oswin presents his work. Designer Roderick Vos was impressed with Oswinâ&#x20AC;&#x2122;s special gift of making unique, hand-turned pots. It inspired Roderick to design a ceramic crown that can be made and sold by the people working at the Artenzo workshop. >VAAS is a unique co-creation, with jobs as the product of a beautiful and valued customisation.
SOCIAL LABEL SOCIO ECONOMICS
P
At the creative sheltered workshop Artenzo, the talented ceramist Oswin was the trigger to create new values. Oswin turns unique large pots by hand, and Roderick Vos has designed a crown for these that is cast by a group of workers at Artenzo. A position at a ceramics factory forms a great supplement to this work. The company commits to the high-quality Social label product and the designer.
SOCIAL LABEL SOCIO ECONOMICStheir productline Social label >HOUT Bjorn en Giovanni present
The product is just the key A Social label product is defined as a product that is developed in collaboration with a renowned designer and produced in a sheltered workshop by workers whose health or problems have prevented them from finding regular employment. This could take place in care institutions or commercial businesses. Everything is geared towards improving these vulnerable groups’ perspectives. Slow Design A customised Social label-product range stimulates entrepreneurship and collaboration in care and social institutions. The transfers of care (as proposed in the Social Support Act/Participation Act) can be used to find new solutions for more self-sufficient work experience ]projects. From supplemented wages to ‘real’ employment. Industrial In addition we encourage social entrepreneurship in commercial businesses. Businesses with a social profile and an ‘eye’ for ‘better working’ (care and craftsmanship) can participate.
Collection > HOUT pieces of furniture by Piet Hein Eek - Slow design made by workshop Woodworks, Tilburg and Breda furnitures for real work and becoming more selfsupporting > socio economics > VAAS unique vases by Roderick Vos & Oswin - Slow design made by Workshop Artenzo, Tilburg, co creation and craftmanship - Industrial production commissioned by Social label; Motec, Cor Unum (social firm) > MASK fabrics & pillows by Marc Mulders & Ria Mul - Slow design made by workshop Artenzo, Tilburg, co creation and craftmanship - Industrial production commissioned by Social label; graphics Studio Boot, fabrics EE Labels, sewing City dwellers (social firm) > VEEG cleaning set by Dick van Hoff - Slow design made by Cambio, Deventer product for real work and becoming more selfsupporting > socio economics > STILL retraite closet by Haiko Meijer (Onix) - Industrial production with Social label & De Verbinding BV, Groningen (social firm) 17
18
The Werkwarenhuis (workwarehouse)
â&#x20AC;&#x2DC;Worldly products, locally producedâ&#x20AC;&#x2122; A national concept store a an inspiring place to make and meet In the future we will open a national place where all our product ranges will come together. At this so-called Werkwarenhuis the public can be introduced to Social label, the workers, the sheltered workshops, the designers and the products we make. A range of workshops will also be showing and selling their products at this national concept store. The Werkwarenhuis is an open meeting place where workers, designers, (care) supervisors, volunteers, entrepreneurs facilitate unexpected encounters and inspiring exchanges. To find alternative solutions to work, care and participation in society. From this melting pot new connections and new activities will develop.
Platform, co-creative community and campaign We will be developing different communication events around our product development. With their ride and sense of appreciation the workers on the Social label in question will form the campaign. Every Social label has its own story line with its own leading characters. A professional photo shoot and interviews will bring the workers and their supervisors and organisation into the picture. Through educational projects and events such as Dutch Design Week we create a platform. On the one hand to offer the workers and their products a platform, present them and sell them. On the other hand to encourage exchange with the public and professionals, create unexpected encounters and new opportunities. 19
P
The Social label products are marketed through the participating workshops, designers, webshops and other sales channels to increase the incomes of the workshops and social firms in the collaboration. In addition to the webshop we also sell from pop-up concept stores/events. Social label uses its corporate communication and network to offer support in marketing, publicity and sales. We will sign customised agreements on price, production, promotion and sales and licensing agreements with the workshop and the designer.
Participating Sheltered workshops that want to develop their own Social Label-product range can participate in Social label branding (through a licensing agreement). With the affiliated sheltered workshops we will build an inclusive job market and society. The affiliated sheltered workshops are responsible for the level of quality and will teach craftsmanship and skills (for instance by using people who are returning to employment/active senior citizens) and supervise and train their workers. The idea is to find work that is suitable for the people. Organisations can commit themselves to a social cause by making a quality product. They will be working with a special design by a renowned designer and become part of the movement towards an inclusive job market. Through their own Social label productline they will promote the core values: quality, innovation, social sustainability and inclusion. Organisations that commit to Social label, are the pioneers of the human-centred empathic society.
Businesses can participate in different ways - Add a Social label-product range to their range, commit to a quality product and a renowned designer (branding) and thus create (a) job(s) (social return) - Produce Social label-products at social rates - Open up a work experience place or an apprenticeship for someone whose health or problems have prevented him/her from entering regular employment - Open up a part of their (company)workshop to care institutions and social organisations - Buy Social label-products.
SOCIAL LABEL SOCIO ECONOMICS
De makers en begeleiders van De Verbinding bv met architect Haiko Meijer (Onix) 21
De Verbinding in Groningen employs deaf people. This inspired architect Haiko Meijer to design >STILL. The key theme is sound: Haiko has come up with a silence closet that allows people to withdraw. A little house inside a house. A DIY-kit without screws. With Social label>STILL, De Verbinding now has its own product for the consumer market. >STILL has the potential to branch out into the construction sector, as this unique factory already builds window frames and dormer windows for it.
>STILL Haiko Meijer ism De Verbinding bv, Groningen
P
SOCIAL LABEL SOCIO ECONOMICS
P
Connect Ambassadeurs > > > > >
Ontwerpers die zich aan Social label verbinden, zijn: Piet Hein Eek (Strijp R, Eindhoven), ontwerper voor Social label >HOUT I.s.m. werkplaats Woodworks Tilburg en Breda, Amarant Roderick Vos (Vosshop, ’s-Hertogenbosch), ontwerper, voor Social label >VAAS, i.s.m. werkplaats Artenzo in Tilburg, Amarant Marc Mulders (Tilburg) werkt samen met Ria Mul, kunstenaar Artenzo Social label>MASK ism werk/leerbedrijven Dick van Hoff (Arnhem),ontwerper voor Social label-productlijn i.s.m. Cambio, Deventer Haiko Meijer (ONIX, Groningen) Architect voor Social label-productlijn i.s.m. De Verbinding BV, Groningen
Ondersteuners - - - - -
John van Kuijk, management Amarantgroep, eerste pilot >HOUT Martin Egberink en Sil de Graaf, directie Start Foundation, landelijke pilots met social firms zoals De Verbinding BV in Groningen Saskia van Eenbergen en Jan Willem van Herpen, directie Cultuur en samenleving Provincie Noord-Brabant, fonds leefbaarheid (L@B) Reineke Schermer, Stichting DOEN Anouk Siegelaar, Beroepsvereniging Ned. Ontwerpers (BNO), ontwikkelen van speciale licenties voor ‘De Nieuwe Werkplaatsen’ en social royalty contracten voor ontwerpers.
SOCIAL LABEL SOCIO ECONOMICS
Social label Foundation The founders Petra Janssen and Simone Kramer are the Executive Board and organisers of the Social label Foundation. They work closely together with designers, a range of sheltered workshops, entrepreneurs, governments, schools and other professionals. Together we will lift our ideas towards an inclusive world in which we can all participate. The proceeds of the products made at the workshops are used for educating vulnerable people and helping them progress towards employment. The foundation sets up new projects and activities around Social label product ranges to stimulate participation and jobs in society.
Internet - www.sociallabel.nl - www.facebook.com/SocialLabel - twitter.com/social_label_ - www.pinterest.com/sociallabel - You tube channel Social label
Contact mail@sociallabel.nl www.sociallabel.nl
To stay informed Sign up for our newsletter through nieuws@sociallabel.nl and connect. Concept: Simone Kramer (C-Mone), Petra Janssen (studio Boot) Tekst : Simone Kramer, copywriting Ria Kerstens, (Tekst&Uitleg) Vormgeving & art-direction Petra Janssen (studio Boot), fotografie Rene van der Hulst (pag 1/2 /5/8 /15/26/28/31/32/34/39/53/55/59/63/64 / Fotografie Petra Janssen, (studio Boot) (pag12/16/18/23/25/37/42/57) / Oplage: 1000 Druk Oktober 2014 wijzigingen voorbehouden, niets in deze publicatie mag zonder toestemming van Social label gebruikt worden.
WAARDEVOL WERKJaarBOEK 2014-2015 >Sociallabel socioeconomics 25
VALUED WORKYEARBOOK 2014-2015 >SOCIALLABEL SOCIOECONOMICS
SOCIAL LABEL SOCIO ECONOMICS
â&#x20AC;&#x2DC;Social label is a pioneer. The term pioneering has connotations with being temporary, because I believe that in future, any business that takes itself seriously should have social return as a permanent feature of its operations. To achieve this we will have great need for examples such as Social labelâ&#x20AC;&#x2122;. Peter van Heeswijk, Board of Trustees, Social label Foundation
27
RHEALLY, maker A real craftsman. He builds wooden furniture created by an international designer he did not know before he started: Piet Hein Eek. â&#x20AC;&#x2DC;I build everything. My dream is to have a job so I can make my own moneyâ&#x20AC;&#x2122;.