Table of content:
The concept of ”Hus Forbi” has from the start been to create a magazine that could be an outside voice to the public with more focus and debates on homelessness. ”Hus Forbi” is giving the homeless an opportunity to actively participate in the sale of the Magazines, which can be an alternative to things such as begging, criminality and unemployment.
”Hus Forbi” aims to help to promote debate and dialogue with homeless and socially excluded, which typically do not appear in the media. In other words it is, their voice and their source to put their views, needs and desires on the agenda to politicians, authorities and the rest of the Danes in general. (Hus Forbi, 2013)
Looking at the history of the magazine then there is no doubt that since their first launch in 1996, ”Hus Forbi” has achieved great success. The magazine was started up as a public supported project and are today a self-supporting magazine with over 360,000 readers monthly and 1,400 registered street sellers.(Hansen, et al. 2009)
Although ”Hus Forbi” has in many ways managed with a variety of objectives, there are still goals that are on the fair list. This applies both in relation to the user and seller, but it also applies to the magazine, both in terms of content and layout and a continued professionalization.
How can "Hus Forbi" upgrade, to attract customers as well as spreading their message and thus achieve more positive attention among the public, so that the vulnerable in the near future will se results in terms of prejudice and preconceptions? Discussion:
1. Who is the problem to?
The Danish public and the homeless people.
2. Where can you observe the problem?
The present generations/socio-cultural mentality towards homeless people in Denmark, the fact that homeless people are excluded from the society. (Rasmussen, Hus Forbi, nr. 11, 2013., P. 7) 3. Why is the problem so problematic?
There is a misunderstanding between community and homeless. We have the prejudice of the homeless people of being useless and lazy in addition to work and become a part of the society. The moral aspects of giving the socially excluded equal living conditions. Method and Theory:
As my problem statement is based on preconception and prejudice I will use the hermeneutic scientific philosophy theory, as this will lead to an better understanding in how the outside world see “Hus Forbi” concept.( Therkildsen, 2013) I will use qualitative survey, with open-ended questions in order to understand why 50% of the young people won’t buy this magazine. I want to clarify the experience that the potential buyers get from interactions with “Hus Forbi”. I also want to make a sub conclusion through my survey of the present buyer and their opinion about the magazine and the content, as well as implementing of changes of the product. In terms of my specialization (Purchase) I will screen the buying force, I will be looking at strategic considerations design thinking and value towards the public, as well as a persona of the reader. A TOWS analysis is made to figure out which external and internal areas I find most important to work with. Finally I will make use of Hall S. encoding – decoding model to visualize a future reaction from the target group of our new approach.
I will mostly focus on Copenhagen because it is where I am situated, but as my problem statement is a crucial problem for the nation I will include other areas as well. Furthermore I will delimit from internal economical aspects in terms of the company and organisation. In addition to phenomenology I didn’t find it necessary to go out and observe the environment, but instead talk to people. Elsewhere I will be more focused on the community aspect instead of the individual to gain a wider insight into the consumer field. Idea description – Magazine Spread
Bibliography: Reference list:
Compendium, 2013., Hall S
Jobber, Fahy., 2009.
Hansen, et. Al. 2008, ” Hus Forbi en undersøgelse af koncept
og sælgere”., Casa http://casa-analyse.dk/files/hus_forbi-en_undersoegelse_af_koncept_og_saelgere.pdf
Benjamin, Lauritsen., 2013 - Report – Hjemløse i Danmark, ”Det nationale forskningscenter for velfærd. http://www.sfi.dk/Files/Filer/SFI/Pdf/Rapporter/2013/1321-Hjeml%C3%B8shed-i-Danmark-2013.pdf.
Guldager, Susanne & Hawaleschka, Maria. Design Analysis semiotics phemenology ijk.pdf, 2013. [online] Available at Fronter: [Accessed 2 November 2013].
Therkildsen, L.S. & Jeune, Helene. Encoding//Decoding.pdf, 2013. [online] Available at Fronter: [Accessed 28 October 2013].
Appendix 1: (Benjamin, 2013, P 31)
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