1. VandejongManifesto~

2. A new chanceWe are temporarily confused, and maybe you are To do that, you will have to allow others into yourtoo. Every day the news teaches us that the olddomain and remain open to knowledge, learningrules no longer apply. Suddenly were in a crisis and reflection from those around you. You must findtrusted banks are collapsing, holiday destinations common ground between you and the communityare going bankrupt. Politics is no longer ruled by you wish to matter to and be connected to. If youactual issues but by those who are best at manipu- succeed in doing this in a substantive, meaningfullating the media, who thrill to the ups and downs in way, others will express faith in your ideal, productThe Hague and like to encourage them. Meanwhile, or service and even allow it to influence theirthe public has been overcome by a powerlessnessactions. Whats more, friendship provides room forthat wont be changed by a trip to the polling booth.experiment, a chance to try new things and grow byAnd the Dutch public-service-message foundationfalling and getting back up. By contrast, insinceritySires latest campaign is: Nice people. How do youand opportunism are merciless-ly punished. Anddeal with them? thats a good thing, because it keeps you sharp. It keeps you standing.Our trust has suffered serious damage. Were atbreaking point, and were not sure anymore whatsgood and whats bad. Which direction should we go Culture inspires innovationin, and what approach should we take? Making connections and creating meaning are theBut fortunately, theres an opportunity here! Ouressence of culture. These ideas are embedded indoubts about the established order mean we wantthe foundations of every cultural institution. Theto and must take a fresh look at existingtask of involving people in socially relevant issuespatterns and structures. So lets spend some timeby placing those issues in a meaningful context isin this no mans land, this uncharted territory that part of this. Cultural institutions are the place forno one has yet claimed, and ask ourselves: What do creative ideas outside the existing frames, criticalI want to add to this open field? What am I going to reflections on the issues of the day, and uncommonmean for the future of this world? What drives me, views of the future. Culture inspires innovation.and what is its significance for others? We have togo back to the beginning, to think about the In these turbulent times, more than ever, culturalimmutable reason were here and make it manifest.institutions can make a big difference. But having become dependent on subsidies, they are forced to play it safe, targeting the usual suspects and optingCommon groundfor familiar programming and a recognisable image out of a fear that their loyal audiences will stopTo stay standing in a changing society, you need showing up otherwise. They follow rather thanlong-term vision. You need an undeniable will to setting an example, but now is a time for leadingachieve something and a full awareness of who youthe way. So keep your chin up and your eyes onare and who you want to be. The most successfulthe world, and bear witness to the new culturalpeople and the strongest organisations know theirentrepreneurship.own identities through and through. They knowwhat they stand for and can get it across to thosearound them with full conviction and energy. But Whats next?what truly makes them strong is that they meansomething to those around them. They are part of a Foam, for example, has been expanding the con-community, built out of a two-way relationship ofcept of the museum for a decade. Foam regularlytrust with those to whom they seek to matter.leaves its building in order to meet its public. It puts exhibitions in public space and treats posters andMeaning and the right to exist go hand in hand withinvitations as extensions of the gallery. Foam usescreating value not only financial value for yourself communication as a form of exhibition. But morebut also immaterial value for those close to you,importantly, Foam thinks in connections. Foamyour colleagues, your organisation, your clients and,invests in far-reaching, mutually meaningfulmost of all, society. What will you say if someone relationships with the people who matter to it. Thus,asks: Are you proud of what youve done? How havean international group of photography fans andyou inspired the world?amateurs connects through Club Foam, Foam Fan Vandejong Manifesto 3. A new chanceand Foam magazine. Foam for You gives pupils athat knowledge in the form of innovations incritical awareness of contemporary visual culture,business. In other words, we must bring scholarshipand the Foam Lab allows young professionals toback to society.explore cultural careers. Foam has also built anetwork of collectors, businesses and private The universities are core players here. Along withinvestors through a cultural investment fund, the conducting groundbreaking research and spotlight-Foam Fund.ing its usefulness and necessity, they are chargedwith developing and encouraging talent. Universi-With this approach, Foam is succeeding in attract-ties must make pupils and students aware of theing a broad public and making photography acces-importance of scholarship and challenge andsible without compromising quality. During its briefinspire them to make meaningful contributions toexistence, Foam has grown into one of Amster- innovation in society to work for the future.dams most visited museums. And Foam realisesthat its success is not guaranteed. The world ofThere is not always room for such existentialism.photography is changing fast. More photographyUniversities communication often emphasises themuseums are opening, and technological develop- message that, more than anything else, the studentments have made digital cameras commonplace;years are the best time of ones life. This is ananyone can easily publish his or her snapshots andextremely casual message and represents a missedtricks on the Internet. Photography and photogra- opportunity. Behind the complexity of every piecephers have lost their old meanings but what doof scientific research lies an exceptionally inspiringthey mean now? And what is Foams position in thisstory. Universities should return to substance anddynamic field?tell the world about it.Over the next decade, therefore, Foam seeks todevelop into an international network, makingDo what youre good atincreasing use of the potential of others. To themembers of Club Foam International, the vanguardUniversity of Twente returned to substance in itsof the visual profession, Foam will pose the ques-recruitment campaign for secondary school pupils.tion: Whats next? That is, what are the strengths of University of Twentes power lies in the multidisci-the world of photography? What should Foam know plinary interaction between technology and society.and share with photography lovers? Foam will be Linking practical, social issues with high-level, oftenthe finger on the pulse of the photography world. future-oriented knowledge is a hallmark of theuniversity.With photography a universal language and Foammagazine a boundless success, this internationali-We create futures! therefore became the drivingsation is the Foam brands logical next step but it force behind the universitys bachelors degreeis unprecedented in the cultural sector. The mu-campaign. We is the first key word here, thingsseum itself, the home base on Amsterdams are done together. Professors, lecturers, students,Keizersgracht, will be the crucial heart of this global communication staff and science journalists onnetwork. It may become a mythical spot in timedifferent the place where it all started. The place where a faculties described their substantive work in termsbrand was born that dared to take on the world, a relevant to pupils. The campaign emphasises thebrand that set an example for new cultural entre- everyday relevance of scholarship and asks pupils:preneurship in perplexing times.What can you contribute to the society of thefuture? University of Twente shows how scholarshiptouches all corners of society and how youngA return to substance people can make their dreams for the future cometrue in ways that are both relevant and fun. It showsInnovation in entrepreneurship: the Netherlands how people can turn thinking into doing, just as thisneeds to be persuaded that it is important. If ourenterprising university constantly turns multidis-small country is to matter on the world stage, we ciplinary research into concrete social action.must continue to invest in the so-called knowledgeeconomy. That not only means stimulating theThe faculties seized the opportunity presented bygrowth of knowledge but taking the lead in applying the campaign to bundle together all their variousVandejong Manifesto 4. A new chanceeducational activities for pupils and make them Creating Trustvillevisible under one name: Twente Academy. Thispre-university programme actively involves pupils inTraditional institutional power structures areknowledge, scholarship and studying. Twente faltering; multiple scandals and signs of powerless-Academy offers workshops led by young studentsness have caused citizens to revoke their trust inand experienced professors and boosts pupils politicians and administrators. Everyones role andconfidence in difficult subjects through individual significance in tomorrows society must be rede-homework help and on-campus final exam camps. fined and fought for. And, of course, we have tostart with ourselves. Its not enough to be critical.With Twente Academy, the university is building anVandejong has to manifest its own significance andimportant bridge between secondary school pupilshelp to shape this no mans land.and academia. In turn, the university is acquiringmore insight into the pupils world. Twente Academy We have therefore taken the initiative of inviting likeis a unique interpretation of the universitys social minds to help us consider the question: How can werole. Loaded with potential and ambition, it is restore confidence in societys power and make itraising knowledge levels in the Netherlands.the starting point of our thoughts and actionsagain? We wish to develop new perspectives withothers to highlight the sticking points in discussionsPersuasive optimism about societys future and get past them with thehelp of creative strategies.Change and innovation are best set in motion with asufficient dose of optimism. And a positive outlook We are shaping this process through thoughts of anis indispensable for the development of cities andimaginary society in 2020 Welcome to Trustville.regions, too, even if the task might seem difficult.The city and urban life serve as a metaphor for aAmsterdams Zuidas district, for example, will be junction of meaningful potential connections.the citys future premier international hub. In spite Where are theof negative publicity, if this ambition is to beopportunities for innovation, new relationships andrealised, Zuidas must keep believing in itself as a greater meaning? And how will they look? We arelively mixed-use district with a cosmopolitan air thatinvestigating these questions using four archetypes:will contribute to the international positioning of the what can politics, education, culture and economicscity. Tentativeness, insecurity and doubt dont fit mean for building meaningful connections in thewith cosmopolitanism. Youve got to think big!future city of Trustville?Grand gestures are called for. In Zuidas, the world isat your doorstep, and everyone should know it.Everyone can help build Trustville: politicians andHere, youre not just buying a house but metropoli- activists, pupils and professors, labourers and civiltan life. This vision demands confident, optimistic servants, creatives and strategists, doers andcommunication of outstanding quality. Its aboutthinkers, optimists and waverers. We welcomeopenness to the world, to getting acquainted, ideas, reflections on ideas, and new initiatives in allmeeting others. Hello You Hello World Hello conceivable forms and variations. Join us atZuidas! creatingtrustville.org.Hello Zuidas is a brand that links city government,businesses and residents. It is a platform thatbrings all the actors together, involves activepartners and makes them ambassadors for thearea. Hello Zuidas brings in the best the world hasto offer, encourages new initiatives, and organises Read more about us at vandejong.nl or ring +31-20-activities of its own. It functions as a transmitter of 462-2062. For the latest news, see blog.vandejong.nl.attractive ideas and initiatives that are important tothe development of Zuidas, and an exceptional city. Vandejong, 2010Vandejong Manifesto 5. A new chanceVandejong Manifesto