People with an immigrant background use nature for trekking and outdoor activities to a lesser extent than others. They therefore miss out on this source of recreation, health, socialising and integration.
Not everyone is familiar with what DNT has to offer
To reach the immigrant population, DNT conducted an information campaign “Everyone is welcome in nature”, of which the promotional video about Fareshta Shaheed is a part.
Almost 2 million views on Instagram and Facebook during the 2019 campaign period demonstrate that the film about Fareshta Shaheed attracted great interest among the population.
In the wake of the campaign, DNT has experienced an increase in the number of people with an immigrant background participating in tours and other events. Several have become members and volunteers in the organisation.
Havva at the "Spiraltoppen". Photo Marius Dalseg Sætre
Objective and target group
One of the aims of the “Everyone is welcome in nature” campaign was to reach people who have traditionally not participated in DNT tours and events.
About the initiativeThe campaign was launched in 2019 in connection with
DNT’s inclusion and diversity year. The organisation focussed on the inclusion of new social groups in outdoor activities throughout the year. The work on inclusion was consistent and characterised the recruitment to activities and the range of tours offered, as well as the organisation and communication work.
Among all the activities and initiatives that were implemented in the year of inclusion and diversity in 2019, DNT highlights the film about “Fareshta” from Afghanistan. She had no experience of experiencing nature from her native country and started trekking to cope with challenges, gain networks and learn Norwegian. She says that trekking gave her a new life.
The user perspective was well taken care of in the work on the promotional video. Fareshta Shaheed and other people with immigrant backgrounds have contributed to the preparation and development of the campaign, thus helping it to reach its target group, among other things, that people can recognise themselves and be inspired.
From the promotion video “Fareshta”. Photo Martin Dalseg Sætre.
About the initiative
The campaign was launched in 2019 in connection with DNT’s inclusion and diversity year. The organisation focused on the inclusion of new social groups in outdoor activities throughout the year. The work on inclusion was comprehensive and influenced recruitment to activities and the range of tours offered, as well as organisation and communication work.
Of all the activities and initiatives implemented during the year of inclusion and diversity in 2019, DNT highlights the film about “Fareshta” from Afghanistan. She had no experience of nature from her native country and started trekking to cope with challenges, gain networks and learn Norwegian. She says that trekking gave her a new life.
The user perspective was pursued throughout work on the promotional video. Fareshta Shaheed and others of immigrant background contributed to the preparation and development of the campaign, helping it to reach its target group
Organisation and economy
The campaign was conducted with funding from IMDi and was part of the “A multicultural DNT” project and DNT’s strategy to make the organisation and its range of products stronger on diversity and inclusion.
IMDi supports the project through the grant programme "Funding for integration work under the auspices of NGOs", which is announced annually.
In addition to almost 2 million views on Facebook and Instagram, the video about Fareshta was also relayed through the channels of DNT’s partners. Kvikk Lunsj, Devold, Norsk Tipping, NorgesGruppen, ALI kaffe and Kiwi have all helped to share the video about Fareshta Shaheed in their channels. Furthermore, Norsk Tipping and Kvikk Lunsj used Fareshta in full-page ads in the weekly Norwegian magazine, A-magasinet, in the autumn of 2019.
Fareshta has also been featured in the Norwegian weekly magazine Hjemmet, where she talks about how nature and DNT have given her a new life. The campaign is a good example of how to reach the target group through strategic and diversity-adapted information dissemination and communication.
The campaign has contributed to more people participating in trekking tours and has underscored the point that DNT has something for everyone, regardless of background and period of residence in Norway.
IMDi believes the positive results of the campaign are related to DNT’s systematic and leadership-based work on diversity and inclusion over several years. In the “Dugnad for et inkluderende friluftsliv” project (Working together for an inclusive outdoor life) from 2016 and the “Veivalg 2019-2023” strategy, inclusion has been highlighted as a key value.
In addition to the campaign, DNT implemented several measures to strengthen DNT’s work on diversity and inclusion. It is the sum of an interaction between these measures that we consider important for DNT’s good results:
The “Slik blir alle med” (How to include everyone) guide has been based on best practice in associations’ inclusion work and contains examples of how local clubs have succeeded in including immigrants and refugees
Based on “ALLE MED” - a national effort to combat child poverty – DNT has developed the inclusion tool "ALLE MED I DNT”
An action plan for diversity and inclusion has been prepared and seeks systematic and long-term organisational development in the field.
New guidelines for the nomination committee, where inclusion is central, have been adopted. This is important as the committee’s task is to find candidates for the organisation’s board of directors and can help the nomination committee to propose candidates with an immigrant background when electing new board members.
DNT’s commitment to diversity in its organisation is also reflected in its code of ethics and job advertisements.
About the assesment
IMDi’s quality assurance of best practice has been based on systematic assessments according to given criteria.
The criteria are:
- Result – what result does the practice produce?
- Descriptions – is the practice well described?
- Economy – what resources are required to implement the practice?
- Transferability – is it possible to implement the practice elsewhere?
The perspective on knowledge-based practice forms the basis for IMDI’s best practice work. It means that practices are assessed based on: Research-based knowledge, experience-based knowledge and user knowledge.
IMDi’s work on best practice is based on Rambøll’s report Model for identification and dissemination of best practice
Name: Marte Bulie
Position and place of work: Head of Public Health and Inclusion, DNT
Tel.: +47 99 35 02 03
Name: Henriette Høye
Position and place of work: HR and Organisational Manager, DNT
Tel.: +47 48 00 77 62