Visual language brings understanding: How municipality De Fryske Marren reaches 1,000 residents a year better with Divis

"The Dutch financial system is sometimes complicated even for us. So how can we expect residents to understand everything in one conversation?" says Angela Logtenberg, debt relief worker for the municipality of Fryske Marren.

Making financial aid understandable is not self-evident. Especially status holders, low-literate people and people with mild intellectual disabilities often get stuck on complicated explanations. This is also recognizable within the municipality of De Fryske Marren. Therefore De Fryske Marren looked for ways to make explanations visual, repeatable and multilingual.

Image: © Angela Logtenberg, debt counsellor and Thirza Schoonhoven, consultant income municipality of De Fryske Marren.

They found that solution in Divis from Indiveo: digital information modules with short animations that make complex information accessible, in words and images. The experience is positive: the Divis support residents and make a real difference in practice.

The challenge

"We noticed that residents nod during the interview, but are left with questions afterwards. The amount of information is often just too much," said Thirza Schoonhoven, income consultant in the municipality of Fryske Marren.

Nodding is not the same as understanding

Residents were given an hour and a half of essential information in one conversation: about their rights, obligations and pathways in debt assistance or income benefits. In practice, many people found it difficult to process this information, because nodding is not the same as understanding. They left the conversation with uncertainty or lack of understanding. This created the risk of residents misinterpreting information or withdrawing, which could reduce confidence in support.

Need for repetition and tailored support

Certainly status holders, people with limited language skills and people with mild intellectual disabilities were found to benefit from repetition, explanation in their own language and visual support.

A new approach to situations outside the conversation

Previously, the municipality only used talking boards and flyers. With home visits and early signaling, where there is not always physical contact because the resident is not always at home, the need arose to be able to give more explanations. Moreover, a flyer or talking sheet provides less guidance outside of the conversation. Therefore, the municipality needed a different approach that is multilingual, repeatable and approachable.

The solution

Looking for something that works from your own need

From the municipal services program, Angela Logtenberg and her colleagues were actively looking for ways to make their communications more understandable. On LinkedIn, they stumbled upon a post about Divis: digital information modules containing visual animations that clearly explain complex information. The recognition was immediate: this could be a solution for their own residents.

A form of information that connects with residents' lifestyles

As it turned out, the Divis were not just explainer videos. They were developed by storytelling experts in collaboration with employees from the social domain and with input from residents themselves. As a result, they connect to the living world of people who have difficulty with language or processing a lot of information. Each Divi is structured, uses audiovisual explanations in understandable B1 language, and is available in as many as 15 languages. Moreover, they meet the official accessibility guidelines (WCAG) and have been validated by the Reading and Writing Foundation.

Implementation

Together with strategic consulting firm Purpose, an activation and communication strategy was created. This immediately involved the entire team. 

During a work meeting, the team itself took ownership of the approach. They jointly determined where, when and how Divis were to be deployed. This generated not only enthusiasm, but also support.

Divis are widely deployed: 

• Divis are displayed before and during talks, supported with flyers and QR codes to Divis.
• Each Divi is instantly deployable and can be customized to local information and corporate identity, ensuring recognition and reliability.
• Early detection involves leaving a card with QR code to a Divi during a home visit.
• Status holders are shown Divis in their own language during the welcome program.
• Links are forwarded via WhatsApp or email for reference.
• Chain partners such as the Salvation Army and welfare organizations are actively collaborating.

Results: less stress more understanding

In 2025, 451 Divis were opened in the Fryske Marren, of which 249 were fully viewed - an impressive 55% conversion rate. In total, the municipality is estimated to reach about 1,000 residents a year with Divis. Staff members experience that residents rely more on the information they receive. And they give back that the information is understandable and enjoyable. The Divis offer peace of mind and help increase self-direction.

"You know that what's in that Divi is correct. That gives confidence. For status holders, it's golden that they can look at it in their own language, " say Angela and Thirza.

Lessons Learned: success through ownership and repetition

• OwnershipCreating support from the beginning is essential. Actively involving employees in the rollout and use of Divis created enthusiasm and ownership.
• Repetition: information is better understood if it is presented to residents several times and in different ways, both in words and images.
• Maintaining personal contact: Divis are not a replacement for the call, but an addition that makes the service more understandable and personal.

Conclusion

De Fryske Marren shows that clear communication starts with listening to what residents need. Thanks to Divis, information becomes understandable, repeatable and personal.

What began as a small experiment is growing into a valuable addition to the service, which now gives hundreds of people a grip on their financial situation and helps them better understand the complex financial system.

"You only have one chance for a good impression. Thinking carefully about how to use Divis from the beginning makes it fun to work with and the residents feel that way," Angela and Thirza indicate.

Interested in a visual approach that works?

Contact Indiveo or Purpose for a free consultation on how your municipality or organization can also make complex information understandable.