Södertälje Councils

four ideas

About Södertälje • Södertälje Municipality is situated 30 minutes south of Stockholm.

• Södertälje Municipality has a population of 86,000 people, of which 39% are of foreign origin. Södertälje, the centre for Christians from the Middle East.

• Södertälje has a large and active port, and large industries as Scania. Unemployment in the municipality is higher than in the rest of Sweden.

• The main challenges for the municipality are employers’ negative attitudes towards the immigrant population and the large numbers of people commuting in and out of Södertälje. There are many industries and jobs in Södertälje, however many of those jobs are held by people not living in Södertälje. This can be closely linked to the fact that schools in Södertälje hold the second lowest ranking in the whole of Sweden.

Yellow Team

Through the Eyes of Young People

• The idea is to start up a youth marketing bureau with tourist agents

• Focus will be on positive news and activities in Södertälje through a printed paper and a website.

• The bureau also offers services such as photography (weddings, parties etc), PR and marketing for small local businesses and building new websites for private persons or local companies.

• The bureau will recruit young people to work as local tourist agents, showing visitors and tourists their own favorite places in Södertälje.

Youth bureau and turist guides

• One pilot leader and three editorial stuff • One venue in the center of Södertälje • Young people will bee recruited from Södertälje

councils summer-work employments • Money will come from BC, scholarships, funds,

advertisement in news paper, media services and sponsors

• Timetable: editorial stuff April-Dec, summer-workers Jun- Aug.

Analys of Youth-bureau Pos: • It is an innovative idea that combines tourism and web design • It is relevant for Södertälje as the tourist information is under reconstruction in the near

future. • It will improve Södertälje’s reputation and lead to an increased sense of pride for the town

among the citizens. • The idea is sustainable as Södetälje, situated by the water, is a tourist destination during the

summer and there is a market for tourist agents.

Cons:• It is a diverse idea that requires a lot of physical and human resources such as venue,

machinery for printing a paper, computers and stuff. • The idea also requires a flexible workforce and careful co-ordination of staff.• The idea also requires substantial financial resources to get started and fund its operation

before it becomes profitable. • The timetable is optimistic since the potential tourist needs information during spring month. • All summer-jobs are already existing jobs.

Blue Team

Telge Action - Jobbcoach• Create job opportunities through a one line platform

with a Web-based CV. • Youth looking for work in the creative sector are split

into teams at the Job centre according to competencies and skills and then given relevant education and coaching.

• The youth are encouraged to do acts of kindness/benefits in society that highlight their competencies and also to support each other whilst doing these acts by recording them (photography and film) and loading them to the Web-platform for a Web CV.

Telge Action

• One pilot leader and 2 media teachers• Co-working with jobcentre for recruiting

youth to the project.• Venue in already existing offices and try to

borrow equipment or get it through sponsors. • Money will come from the government youth

guarantee, sponsors.

Case: Alex 23 years – looking for work

Telge Action Pros• Creative youth are given the possibility to extend their local network. • Through actions of kindness/benefit youth are encouraged to engage in their society. • Interaction between youth could be across language barriers which lead to increased understanding and

interaction. • Youth get a chance to profile themselves beyond names and formal merits with could lead to reduced

discrimination in the recruitment process.• The project does not require for many resources, in terms of money and staff and its quite easy to

achieve. • If successful, this project could involve (but not jobs) a large number of youth.

Cons• It could be difficult to market the platform to prospective employers and get them to use it frequently. • There could be an ambiguity about what acts of kindness/benefit is and there is a risk of youth

undertaking projects that are not deemed good for society.• If the platform does not have the desired effect within a short period of time and that youth not feel

encouraged continuing with their projects. • It doesn’t lead directly to job. It is more like a CV – course.• It can be an expensive project if all equipment needs to be purchased.

Green Team

Telge Upbringing • Telge Upbringing – a creative and stress free weekday

• Telge Upbringing offer people in Södertälje the possibility to buy services from youth consultants for example: picking up children from kindergarten or after school day care centre, helping children with homework, cooking and creative activities.

• The idea builds on collaboration with an already existing company Telge Tillväxt/Growth, a recruitment company for youth in Södertälje.

• The youth get relevant training in pedagogy, cooking and service from the Job Centre prior to work.

• The youth consultants profiles are available on Telge Upbringing’s homepage where parents can familiarize themselves with the consultants and thereafter book a cost free first meeting.

• The company will also have a CSR profile where they in collaboration with the social services offer this alternative to eligible families.

Telge Upbringing• One pilot leader and co-working with job-center• Timeline:

1. Establish cooperation with Telge Tillväxt and The Cultural School. Identify youth who want to participate. 2. Start a online platform and make presentation films of all youth consults. Start to promote Telge Upbringing in Södertälje.

• The youth get relevant education in basic cooking, pedagogic and how to make creative tasks for children.

• Money: youth guaranty while youth go to different courses.

Telge UpbringingPros: • The idea builds on Telge Tillväxt and staff would be hired from well-tested service.• It is a flexible and innovative idea that can be developed according to the needs of the

customer and skills of staff. • It meets a gap in the market: the stressed families who need support to make their every-day

life less stressful. • The idea has a CSR element which serves to reduce the gap between disparate groups of

people in Södertälje. • It is a low-risk idea that does not require many resources, neither in terms of staff or money

to start up.

Cons:• The target group is people with the financial recourses who are able to pay for the service.

This could contribute to even greater inequality between groups of people in Södertälje. • There is a risk that the students are not trustworthy or that parents don’t perceive them as

trustworthy. • If Government employment service does not want to cooperate it will be hard to finance the

relevant trainings and the youth guarantee.

Red Team

Food Fusion

• The idea is built on the production of web TV, with the focus on intergenerational cooking.

• Through cooking, young and elderly from different ethnic families meet and learn from each other. A youth and an elderly from a family will meet in the homes of other families and cook their own ethnic foods.

• These cooking events are planned and produced by youth and shown on web TV.

• A food festival will also be arranged and a book with different ethnic dishes and ethnic fusion dishes will be printed.

• The purpose of the project is to prevent youth unemployment and segregation between people in Södertälje. It will also lead to increased knowledge about food, cooking and healthy diets.

Food Fusion• One pilot leader who will establish collaboration with cultural

school and find creative youth that will be engaged in the project. Youth will promote, make an audition and plan the programs and the food festival.

• A Web TV program will be 40 min: 10 min in each family and 20 min together in a fusion.

• Money will come from sponsors, hopefully local food stores.

If the concept is successful it will be sold to national television.

Food Fusion Pros:• It is innovative in the sense that it has not been done before and it could lead to new results. • It would enable interaction across language barriers and generations. Groups that generally

don’t interact in Södertälje would be given an opportunity to do so and to break down embedded stereotypical narratives.

• It could also lead to employment opportunities for youth producing the show as well as the development of new skills.

• This idea does not require large resources and if financial support was secured it could be realized.

Cons:• It is important to make sure that immigrant and Swedish families are not portrayed in a way

that further entrenches existing stereotypes and preconceptions. • It is difficult to see how the project would recruit a reasonable number of youth production

team to contribute towards sustainable jobs for youth. • It is also hard to foresee how attractive Food Fusion would be to an external audience, how

many people the show reach.