Wittenborg Journalist Walks 102 km in 24 Hours on Epic Personal Challenge

Wittenborg’s Ulisses Sawczuk Takes on Massive Hike from Londrina to Maringá

When it comes to pushing the limits of physical endurance, Wittenborg journalist Ulisses Sawczuk and his cousin Olavo prove that walking isn't just a stroll in the park – it's a serious adventure. Who says you need a marathon to test your limits? The duo recently tackled a 102 km walking challenge in Brazil, braving everything from heat to unexpected downpours, armed with bamboo sticks, peanut snacks and pure determination.

What started as an out-there suggestion from Ulisses’ sport-aficionado cousin soon turned into a full-blown project. Back in April 2023, Olavo floated the idea of walking 130 km in 24 hours between their hometown of Londrina and Maringá, the two largest cities in Northern Paraná. At first, Ulisses wasn’t entirely convinced. “It sounded a bit insane,” he admits. But the idea stuck.

After a few months of intense training, however, the cousins decided to scale back their original plan. They realised that 130 km in one go was just too extreme – so they adjusted their goal to a still-formidable 102 km.

By June 2023, the cousins were training nearly every weekend, gradually building up their stamina with increasingly longer hikes. They started with 15 km and worked their way up to 20, 30, 40, and even 60 km. “One of our toughest practice hikes was in November 2023,” Ulisses recalls. “The temperature hit 36°C in the afternoon, and we were completely drained. When we finally reached our destination – a rural bar – they’d sold out of cold drinks. I had to settle for a bottle of hot iced tea that only made me thirstier!”

After this hike, work commitments and travel slowed their progress, pushing back their goal. As a result, it wasn’t until August 2024 that they were ready for their first attempt at the 102 km challenge. “We started the walk at 16:00, and there was some light rain, which turned into a huge storm around 2:30, with the temperature dropping to 7°C. After five hours of walking under those conditions, we realised the rain wasn’t stopping, and we gave up at the 63 km mark.”

However, they didn’t give up on their goal. In early 2025, they decided to try again. “We kept practising. I even practised while abroad during my vacation, hiking in the Sonoran Desert and San Francisco, as well as in snowy Munich,” Ulisses shares. 

The Big Day

On 21 March 2025, the duo finally set off at 16:00. From the start, they were prepared for the unexpected, equipped with bamboo walking sticks and backpacks filled with sardines, fruits, peanuts, a typical Brazilian peanut candy called pé de moleque, tuna sandwiches, and plenty of water.

The terrain was steep, hilly, and full of loose stones in the second part of the walk (from km 26 to km 63), which made them a little tired. But they were well-prepared, and walking this section at night turned out to be a blessing, helping them avoid the harsh midday sun. They also had support from their uncle Mário and his partner, Paula.  

The toughest part, however, came at the end. Things were going well up until the 75 km mark, but then they had to navigate through several kilometres of irregular cobblestone roads, and Ulisses’ left calf started to complain. There were still hills left, and as the sun began to rise, the temperature climbed, making the pain worse.

When they reached the 80 km pit stop (one of three, each in a different city), they were very tired and close to their limits. But with only 22 km to go and now in Maringá’s metro region, they decided to push on. 

The Last 10 km: A Test of Endurance

The final 10 km were a true test of mental and physical endurance. “My calves, knees, and the soles of my feet hurt a lot – basically, everything was sore,” Ulisses recalls. But with the goal so close, they just kept putting one foot in front of the other.

They reached the finish line – at a hotel in downtown Maringá – at precisely 16:55 on Saturday, 22 March. They had left Londrina at 16:00 on Friday, completing the 102 km challenge in 24 hours and 55 minutes, without sleeping.

Ulisses was exhausted but also relieved and incredibly happy. “I had some blisters on the upper part of my feet, but they weren’t too bad. I got very sleepy and a little mentally numb. We went to a pizzeria to celebrate, and then I crashed at the hotel until the next morning. My legs were sore for almost a week after.”

He also explains that he has a dark purple toenail that will probably take weeks – maybe even months – to revert to its normal colour. “It’s my badge of honour,” Ulisses laughs.

The Strategy

When asked about his strategy for staying motivated and pushing through fatigue, Ulisses shares, “We divided the route into four stretches and focused on reaching the next checkpoint, rather than thinking about the entire journey. During the walk, I would often remember my previous hikes and use those memories as motivation. For example, I’d think, ‘Only 40 km to go – that’s like two ‘short’ practice sessions’ or ‘We’re in the final 10 km, that’s just a stroll in Londrina.’”

“In the end, the pain was constant, but I realised it wasn’t getting worse. I just needed to be patient and keep walking. And of course, we motivated each other throughout. In the final 2 km, I had my phone with Google Maps open, and we literally counted down every 100 metres.”

The Most Breathtaking Views

When asked about his favourite stop or most breathtaking view, Ulisses recalls, “Walking along the rural roads, especially at the beginning of the hike when we were still rested enough to appreciate the scenery, was truly beautiful. Watching the sunset offered stunning views of farmland, hills, valleys and forests.”

“Even though hiking at night isn’t ideal for pictures, it had a beautiful, otherworldly quality. It was peaceful and quiet, and we felt protected. We saw lots of stars in the sky, the light of an isolated house in the distance, and the silhouettes of trees. At times, we’d turn off our headlamps just to enjoy the moonlight.”

What’s Next?

As for what’s next? Ulisses is considering another long-distance challenge. “I might do it again, but if I do, I’d like to walk a different route. Maybe the Mammutmarsch, a 100-km challenge in Munich, Germany. There are areas near Londrina that we’d like to explore, such as the region around Salto do Apucaraninha (a large waterfall surrounded by forests and peaks) and the Tibagi River. Another idea we’ve had is to walk one of the Caminos de Santiago in Europe. And there are plenty of other beautiful trails to explore in Brazil and around the world.” 

WUP 20/05/2025 
by Erene Roux 
©WUAS Press 

Graduation Assignment Analyses Motivations Behind Dark Tourism

Samantha Bihl’s Study Focuses on Cape Town Holocaust & Genocide Centre, South Africa

An often overlooked aspect of tourism is 'dark tourism', which involves travel to places historically associated with death and tragedy. Many sites, such as former concentration camps, battlefields and prisons, have been transformed into museums where visitors can learn from the horrors of the past, with the aim of raising awareness and preventing dark times from returning. 

One such place is the Cape Town Holocaust & Genocide Centre, which South African Wittenborg graduate Samantha Bihl has visited several times since childhood. Inspired by these experiences, Samantha, who recently completed a bachelor’s degree in Hospitality Business Administration, chose to write her graduation assignment on the factors that motivate people to visit the museum. 

She explains that one of the most important aspects of the Cape Town Holocaust & Genocide Centre is that admission is completely free. “I love the impact it has not only on the local community but also on the international community, so I decided to understand the reasons why people visit this site. The museum’s main focus is the Holocaust, but it also features exhibits on other genocides and atrocities such as the apartheid regime in South Africa.” 

Samantha opted for a quantitative method, using an online survey to gather information for her study. In collaboration with the museum, she printed a QR code linking to the questionnaire and affixed it to a wall at the building’s entrance. The centre’s staff also contributed by explaining to visitors how to fill out the survey.  

In total, 131 people answered the questionnaire. The researcher highlights that, within her sample, most of the people who visited the museum were located in the Cape Town area and were at the centre for the first time. “Their main motivation was to empathise with the victims of the Holocaust, followed by curiosity about the unusual and their own personal reasons. What surprised me the most was that not a single person selected the option indicating an attraction to the macabre, even though the survey included it. I thought this would have been a strong reason, as attraction to the macabre is one of the motivations for dark tourism.” 

The study reveals that, while factors such as the museum’s restaurant and workshops were not considered particularly relevant by visitors, the staff’s friendliness was viewed as very important. “When you’re going through such a profound museum, which can sometimes trigger strong feelings, it is important to have friendly staff who can help, answer questions and guide you on what happened,” Samantha points out. 

According to the graduate, the fact that the survey was as anonymous as possible encouraged some respondents to share very personal connections to the theme of the museum. “One person said that their grandmother was part of the Dutch resistance in the 1940s and had to endure the pure atrocities that took place at that time. Others shared that they had lost family members during the Holocaust and wanted to feel close to them again.” 

Samantha says that, eventually, she would like to expand her research to other dark tourism sites in order to understand the similarities and differences in the factors that lead people to visit these places.  

For her, the most rewarding aspects of working on her graduation assignment were connecting with people on a deeper level and learning more about a type of tourism that is not widely researched. She encourages current Wittenborg students working on their graduation assignments to make the most of their supervisors’ guidance and choose research topics they feel connected to. 

“You will be doing many hours of research, and if you pick something you don’t like, those hours will feel like hundreds of years. Also, choose a research topic that is not overly researched – something that is feasible, but not what everybody else is doing. Finally, don’t leave anything to the last minute. There’s already enough stress with this assignment,” she concludes.

WUP 19/05/2025 
by Ulisses Sawczuk 
©WUAS Press 

Registration for Wittenborg’s Summer School Closing Soon

Students Have Two Intake Options and Possibility of Extension in Austria

The registration period for Wittenborg’s Summer School will be closing in the next few days. This year, the programme will have two intakes, offered from 13 to 25 July and from 27 July to 8 August in Apeldoorn. Additionally, the Summer School is introducing a new feature: a one-week extension at Wittenborg’s partner institution, ITM College, in Bad Vöslau, Austria. 
Students who do not require a visa to study in the European Union can apply for the course up to four weeks before it begins (by 15 June for Intake 1 and 29 June for Intake 2). All other students must apply at least six to eight weeks in advance, with final deadlines set for 1 June (Intake 1) and 15 June (Intake 2).  Students who require a visa must apply for a 90-day short-stay Schengen visa through the nearest Dutch Embassy or Consulate. Wittenborg will provide the necessary enrolment letter. 

Information on the programme’s entry requirements, fees, course content and application procedure can be found on the Summer School page on Wittenborg’s website.  

Programme content

For its first intake, the Summer School will offer a course on Intercultural Communications & Leadership. Among other topics, students will have the opportunity to learn about Dutch culture and communication, how to handle cultural conflicts, strategic leadership and planning, ethical leadership and how to build a professional network.   

The second intake, in turn, focuses on Marketing & Branding. Participants will explore themes such as brand communication and strategy, digital platforms and trends, social media and professional image, as well as marketing campaign development. Both options include Apeldoorn city tours, featuring tourist attractions like Palace Het Loo, the CODA museum and a steam train excursion through the Veluwe region.  

Wittenborg’s president, Peter Birdsall, highlighted that this is a great opportunity for students from all over the world who want to learn more about academic life at Wittenborg and in the Netherlands and Austria. “It’s an exciting and enriching way to experience new cultures and broaden one’s personal and educational horizons. This is the third edition of our Summer School, which started in 2023, and we are very satisfied with the way the course has developed.”

High-quality accommodation

During the Summer School, participants will reside in Wittenborg’s brand-new, well-equipped studios located near the study location in Apeldoorn. Each unit has its own kitchen and bathroom. Moreover, the students’ daily needs are covered, including breakfast, lunch and refreshments, plus all essential study materials.   

For those who choose to take the Extension Week in Austria, there will be courses on Hospitality and Tourism Management, Quality Management and Guest Relations, International Business Communication and Leadership in the Hospitality Industry. In addition, the programme includes a full-day excursion to Vienna and a half-day excursion to another tourism destination. Participants will stay at the charming and historic College Garden Hotel, where ITM College is also located.  

WUP 16/05/2025 
by Ulisses Sawczuk 
©WUAS Press 

What to Expect at Wittenborg's Job Fair Central Netherlands

Students Share Insights on the Job Fair Central Netherlands

Wittenborg’s upcoming Job Fair Central Netherlands on Wednesday, 4 June, promises to be more than just a recruitment event — for many students, it’s a source of motivation, inspiration and clarity about their career goals.

Shirin Sadeghi, a Master of Business Administration (MBA) student, attended the previous edition and said the event gave students a new perspective on their studies and careers.

“I could see after the previous job fair, students were really encouraged to continue their education,” Sadeghi said. “It created hope and helped them realise how valuable their skills can be.”

She noted that most companies that attended in 2024 were receptive to students and willing to connect. “Companies shared their e-mail addresses and talked about resumés,” Sadeghi added. She also thought that the fair further helped reaffirm the value of focusing on in-demand skills.

Raana Nikbakht, another MBA student, also shared her experience from the previous job fair. “It was a great networking opportunity. You could talk to a lot of people and ask your questions,” she said.

Raana appreciated the opportunity to interact directly with employers, even those not actively hiring. “I think that it can be helpful, especially for students who are looking for a job or who don't know how to connect with the market in the Netherlands,” she added. “And they can get some information about what they need for a job, the requirements, or how they can improve their CVs.”

Both students highlighted the sense of encouragement the fair provided, with Nikbakht pointing out that it was especially useful for students uncertain about how to present themselves in the job market. In addition, she emphasised the importance of the LinkedIn photo session offered during the fair. This year, attendees will again have the chance to take professional LinkedIn profile photos.

For those looking to fine-tune their job applications, the fair will also feature workshops designed to provide valuable insights into career development. On 3 June 2025, Jenny Campos will lead a series of workshops tailored to bachelor’s students who are transitioning from internships or graduation into the job market.

These workshops, along with the job fair, offer a unique opportunity for students to take significant strides toward their career goals. Make sure to register as a participant here.  

WUP 14/05/2025 
by Erene Roux 
©WUAS Press 

‘Dynamic Listening’: New Book by Wittenborg Professor Aims to Improve Relationships

Colin MacKenzie Draws Inspiration from Work in Teaching and Consultancy

In a world overwhelmed by noise and information overload, learning to listen dynamically is more important than ever. To address this need, Wittenborg Associate Professor Colin MacKenzie has recently released his self-published book, ‘Dynamic Listening’. The work is largely grounded in MacKenzie’s experiences in teaching and consulting, as well as his research on the subject. 

According to the author, most people never really think about listening because they already assume they are good listeners. “Most of us have a friend who does all the talking and never or rarely asks questions. If they do ask a question they do not really listen. I admit I used to be like that. I’m not a natural listener and really must continually remind myself of the different listening dimensions and show that I’m truly interested in what they are saying,” he says. 

MacKenzie points out that his book is written with reflective learning in mind. This includes not only exercises but also a method of receiving feedback, transforming this skill into a habit.  

The author comments that he has been teaching listening skills to master’s students for several years and was already familiar with much of the material included in ‘Dynamic Listening’. “However, when I am teaching conversational techniques to sales students, it is obvious that something is missing: effective listening and listening with a clear purpose. After conducting a general session during Wittenborg's Project Week, there was so much fun, hilarity and feedback from the students that I was inspired to complete the book and include some of my reflections from many years of observation.” 

MacKenzie concludes by underlining that writing this book has helped him develop his own understanding of relationships, which he hopes to share with students. “The book is relevant for those seeking to improve their communication skills, particularly in areas like business and leadership, but also in personal contexts. It aims to help readers understand others more effectively and build stronger relationships, by adopting dynamic listening, which includes active and empathic listening.” 

‘Dynamic Listening’ is available in both eBook and print formats on Amazon. MacKenzie has also edited and co-written ‘Sales Insights: Wise words for beginners in Business-to-Business sales’ with Wittenborg Associate Professor Alexander Bauer.  

WUP 13/05/2025 
by Ulisses Sawczuk 
©WUAS Press

Wittenborg at ICEF Eurasia 2025: Building Global Education Connection

Building Global Education Connections at ICEF Eurasia 2025

In March 2025, Wittenborg University of Applied Sciences attended ICEF Eurasia in Istanbul, Türkiye. Organised by ICEF, the event brought together 279 international education professionals representing 208 organisations from 34 countries.

Amin Nadervandi, Wittenborg’s Regional Admissions Manager, attended on behalf of the school, playing a pivotal role in forging new connections and exploring potential partnerships. ICEF Eurasia is renowned for providing a platform for international educators, service providers and student recruitment agents from the region. The event aims to foster networking opportunities, promote student mobility and enhance academic collaborations.

The primary focus for participants was to engage in one-on-one meetings, showcase their institutions and establish relationships that could lead to student placements and new partnerships. The event’s dynamic atmosphere and diversity of participants made it a valuable experience for all attendees.

Reflecting on the event, Nadervandi noted the importance of such gatherings in advancing international education and the opportunities they provide for expanding the school's global network.  

"The outcome of such events is generally positive, leading to successful partnerships and student placements," he said. "What stands out is often the diversity of opportunities and the personal interactions with representatives from various institutions."

This trip followed successful trips across the globe for 2025 already, with visits to Kyrgyzstan, Kazakhstan, Albania, the Baltics and more – further strengthening Wittenborg’s commitment to building global education connections.

WUP 12/05/2025 
by James Wittenborg
©WUAS Press 

Alberto Forte on Rethinking Yachting Tourism for a Regenerative Future 

Forte's New Research Explores Yachting Tourism as Regenerative Force

Yachts sailing across the Mediterranean Sea are often seen as symbols of luxury and exclusivity. Could they also play a regenerative role in coastal and marine environments and support the evolution of coastal communities?  

Wittenborg Senior Lecturer Alberto Forte has co-authored a new research paper that challenges the traditional perception and function of yachting tourism. The study, titled Applying Regenerative Thinking in Yachting Tourism: Insights from the Northern Adriatic Sea, was published in January 2025 in collaboration with Prof. Alessia Mariotti from the University of Bologna. Their research explores how yachting tourism, rather than just catering to the wealthy, could be used in regenerative efforts to reconnect people with the nature and culture of seas and oceans.  

Forte emphasises the broader impact of their research, stating:  

“The results from this research benefit coastal communities, the yachting tourism sector and related policymakers. This is in terms of a regenerative take on urban change, a detailed view over the actual yachting practices in the studied region, and an alternative (regenerative) dimension to policy making in relation to marine and coastal management.”  

Rather than seeing yachting tourism as part of the problem (i.e. the current global environmental and cultural crisis), Forte and Mariotti argue it could be part of the solution – if approached with a different (i.e. regenerative) mindset.  

Challenging the Stereotypes  

Italy remains one of the top destinations for yachting tourism, attracting visitors for both cultural and geographical reasons. According to Forte, however, the practice is often misunderstood:  

“Nautical tourism is big business. Yachters find navigation in Mediterranean waters interesting for both cultural and geographical reasons. Yet this maritime activity remains generally misunderstood, increasingly associated with wealth, luxury and exclusivity, limiting its regenerative development potential.”  

This narrow view, he explains, has led to missed opportunities in using yachting tourism as a tool for sustainability efforts. Their research explores whether sailing-based tourism could help address the current environmental crisis by reshaping the way people view and interact with the sea.  

“The urge to address the current global environmental crisis, however, calls for the need to reconsider sailing-based forms of yachting tourism as potential tools to address an historic separation of humans from ‘nature,’ a division that is located at the core of such crisis.”  

How the Study Was Conducted  

To better understand yachting tourism, Forte and Mariotti focused on the Northern Adriatic Sea, using Rimini as a model of coastal tourism urbanisation. Rimini, located in Italy’s Emilia-Romagna region, is known for its traditional seaside tourism profile but significantly less for its maritime qualities, making it the ideal context for this research.  

The researchers used a constructivist variant of grounded theory, a qualitative-based methodology that builds insights based on real-world phenomena. They conducted:  

-Navigation-based ethnographic work through participant observation in the Adriatic-Ionian Macro-region with a range of sailing-based yachting associations and groups.  

-Semi-structured interviews with yacht owners, skippers, marina operators, tourism professionals and policymakers.  

-On-site observations in marinas, ports, and sailing routes to see how yachting interacts with the environment and local communities.  

-Policy analysis at local, regional, national, EU and international levels to evaluate how regulations impact yachting practices.  

One of their key findings was a lack of shared understanding of the marine environment by those involved in yachting tourism. As Forte notes:  

“There is a disjointed understanding of the marine environment by the members of the ‘sea community.’”  

While some yacht owners and marina operators actively engage in sustainable practices, there is no consistent approach across the sector. This, they argue, makes it harder for yachting tourism to become truly regenerative.  

What Needs to Change?  

Forte and Mariotti argue that adequate policies and education are needed to unlock the full potential of yachting tourism as a force for sustainability. Right now, many regulations focus on limiting environmental damage rather than actively restoring and regenerating marine ecosystems. Beyond policy changes, widespread education and knowledge are key. Forte explains:  

“Resolving so-called environmental problems is deemed to require an ontological shift capable of transforming the way humans relate to nature.”  

This means going beyond basic sustainability efforts and rethinking how people interact with the sea. By teaching yacht owners, marina operators, and tourism professionals about regenerative tourism, the industry could shift toward a more environmentally friendly and socially inclusive future.  

Shaping the Future of Yachting Tourism  

At its core, Forte and Mariotti’s research shows that yachting tourism has untapped potential to drive sustainability – but only if there is a cultural shift in how it is perceived and managed.  

“In this research piece, we explored the potential of yachting tourism in addressing this relationship and triggering a collective cultural shift,” Forte states.  

By rethinking the role of yachting tourism, industry professionals, policymakers, and travellers alike can help turn it into a force for positive change – one that benefits both natural and built marine-related environment, local communities and the tourism sector as a whole.  

WUP 09/05/2025 
by Erene Roux 
©WUAS Press 

'Don’t underestimate yourself': Sebastian Urrego Inspires EBA Students in Guest Lecture

Urrego Shares Insights into Strategic Marketing, Design Thinking and Entrepreneurship

Students from the Entrepreneurial Business Administration (EBA) programme at Wittenborg University of Applied Sciences' Amsterdam study location enjoyed an engaging guest lecture on 10 April, given by international marketing and entrepreneurship expert Sebastian Urrego.

The talk, titled Design Thinking and Service Innovation Design as Strategic Marketing, offered students practical insights into how innovation, creativity and customer-centred thinking come together in real-world business strategy.

Urrego introduced key concepts such as design thinking, service innovation and the lean startup method – highlighting how these tools help businesses remain adaptable and customer-focused.

“Design thinking is not just about being creative, it’s a structured approach to solving problems with the customer at the centre,” he explained during the lecture.

He walked students through how companies can map the customer journey, test assumptions quickly and learn through experimentation – especially when resources are limited.

In a follow-up interview, Urrego, originally from Colombia, shared more about his own career path and offered personal advice to aspiring entrepreneurs.

“I originally studied law and international relations,” he said. “But then I started to articulate law with leadership in marketing.”

His work since then has spanned green energy, mobility and real estate across Europe, Asia, Latin America and Africa, offering him a unique, global perspective on how businesses grow and adapt.

A key theme from both the lecture and interview was the importance of mindset over resources.

“I think the main mistake that a student can make is to underestimate themselves because of the resources,” he said. “Just work with whatever you have. Use an innovation cycle to map out what you can. Work backwards – what do you see as the final outcome?”

Urrego encouraged students to adopt a lean, iterative approach to launching ideas, recommending short timelines, consistent feedback and a clear focus on the customer.

“Implement it in a two month, three month timeline of experimentation,” he said. “Be very cautious in observing and getting good feedback from your customers because they are the reason why you exist. They are your market.”

“Even if you don’t have the technology, you are still able to innovate. Don’t put any hurdles – just experiment as much as you can in a quick manner. Keep it fun. Keep it exciting. And just make it super customer obsessed.”

He also spoke about staying alert to changes in the market while resisting the urge to chase every trend.

“Look at the trends – at what's happening that represents a threat to your business, but also at the opportunities. Be critical as much as you can. Don’t jump on the hype of the technologies that we have necessarily. They are very good, but you should always bear in mind that you are the controller of it. Don’t let it control you.”

In closing, Urrego reminded students that true innovation isn’t about flashy ideas or big budgets, it’s about being strategic, adaptable and forward thinking.

“It changes so quickly nowadays that what was relevant one year ago is not as much anymore. So, you should ask yourself, is this innovative enough? And is it sustainable in the medium term?”

WUP 08/05/2025 
by Erene Roux
©WUAS Press

Strategic Communication in Amsterdam: Insights from Maarten den Dulk

Maarten den Dulk discusses city messaging at Wittenborg’s Global People Lunch and Talk

On 10 April, Maarten den Dulk, Corporate Communication Specialist for the City of Amsterdam, delivered a thought-provoking talk at Wittenborg's Amsterdam study location as part of the Global People Lunch and Talk series. With 35 years of experience in the city’s communications department, den Dulk provided a candid look into the role of strategic communication within a major urban government, particularly in the face of social polarisation and environmental urgency.

Den Dulk began by describing his passion for working with the City of Amsterdam and its people: “I like working for the city. I like working for its people, its companies… I like to contribute to various industries for business and the understanding between society and the government.”

A key theme of the session was the challenge of polarisation in public discourse and the role communication professionals play in navigating it. “How can you deal with polarisation in society? How can you start communication in another way?” he asked, referencing loud opposing voices on issues such as wind energy. He contrasted these vocal groups with what he described as the “silent majority” — people who are open to dialogue but often unheard in media narratives. For den Dulk, the task is to “look for common ground” and ensure the government is listening: “We have to listen to each other. And the government really has to listen.”

A major portion of the presentation focused on sustainability communication, an area den Dulk is currently leading within the city. He introduced a new campaign focused on climate resilience and the visual storytelling used to communicate flood risk and urban planning choices. Using side-by-side images of future cityscapes, he engaged students in a discussion about how visuals convey different visions of Amsterdam’s environmental future — one emphasising efficiency, the other a greener, more liveable city.

The campaign aims to link all of the city’s sustainability messages under one coherent narrative. Den Dulk described it as a story of urgency and transition, combining behavioural science and communications strategy: “We tell people: you’re going to do something, but you get something back. You lose fossil fuel — you gain a new energy deck. That’s what we try to do.”

Reflecting on the session, Dadi Chen, Deputy Head of the School of Business at Wittenborg, commented:

“It was truly enlightening to learn about the practical application of communication strategies in such a dynamic urban environment.”

WUP 07/05/2025 
by Erene Roux 
©WUAS Press