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Awards Entry

2013 Jci World Congress

Cooool!! ShareJCI JAPAN
Best Local Community Empowerment Program

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Page 1

Entry Information
Award Program:Category:

2013 JCI World Congress
Best Local Community Empowerment Program

NOM Information
National Organization:

JCI JAPAN
Kosuke Obata
E-mail: yu-ai2@oregano.ocn.ne.jp;
secjjc@mrh.biglobe.ne.jp

National President:

LOM Information
Local Organization:

JCI Kumagaya

President:

Taichi Okabe

President Email: taka6arai@gmail.com

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Page 2

Basic Information
Duration : 2012,4,1～2013,9,30
Staff : 60Members
The Kumagaya City Hall and 14 organizations,161Support
Sponsors :companies,Coca-Cola East Japan Co.,Ltd.
Budget : 19000US Dollar
Profit / Loss : None
In which UN MDG bestfit (if apply): ?:Who is benefited ?: 200,000 people living in Kumagaya community
Objective : The goal of this project was to cause a positive change in the conduct of
the citizens of our city for the sake of establishing a sustainablecommunity.
In recent years, due to both the worsening environmental problems weface and the need to effectively utilize our limited resources, developing
environmentally friendly communities and lifestyles grounded insustainability is of paramount importance.
However, according to the estimates of the Agency of Natural Resources
and Energy, approximately 58% of total household electricity consumption
in the summer is from use of air conditioning. This shows a lack ofawareness of these issues among the citizens.
Under these circumstances, the Great East Japan Earthquake disasteroccurred in Japan in 2011, and there was great concern that the summerof 2012 would be marked by a serious electricity shortage.
At this time, JCI Kumagaya, active in Kumagaya community, which is
known as the hottest city in all of Japan, used its reputation to takeaction.
The group implemented this project, which took the negative image ofpatience and bearing a burden which citizens and companies associatedwith electricity conservation, and put a positive spin on it focusing on
regional togetherness and enjoyment, with the goal of inspiring thecitizens to voluntarily take part in the conservation movement.
Overview : We thought of reinvigorating the community in order to deepen theconnections within it. These ideas were grounded on the idea of social
capital, which says that to increase interaction between people andorganizations results in a more efficient community.
We also proposed the concept of " Cool Share " to reduce electricity
consumption of the entire community.
This project conducted activities to educate the citizens about efficient
ways to use electricity.
One of the methods we suggested was gathering in stores or public
spaces which are cool and comfortable.
Based on these ideas, we implemented the following programs.
1. JCI Kumagaya organized an executive committee to carry out
activities.
2. JCI Kumagaya constructed the following project schemes in order
to inspire the community to voluntarily conserve electricity.
I. Established spaces, focusing especially on shops andresturants, for citizens to cool off in the area stores and companies
through public appeals.
II. Set up incentives to motivate citizens to join the conservation
efforts.
This consisted of a system of various special offers fromparticipating restaurants for customers who announced that theyturned off the air conditioning in their homes before coming.
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points.
i. Provide special offers for customers (from June 1 – September
30).
ii. Allow customers to stay in their stores for long periods of time.
3. JCI Kumagaya developed campaign merchandise to promote theproject, and provided these goods to participating stores andcompanies free of charge.
4. To increase public awareness of the project, JCI Kumagaya createda map showing all the participating locations in the city, anddistributed it to all households within the city limits.
5. JCI Kumagaya carried out a door-to-door campaign to expand thepool of participating stores and companies for Cool Share.
6. JCI Kumagaya held 10 PR events to expand the Cool Shareinitiative.
7. JCI Kumagaya shared its activities nationwide through the use ofmass media.
8. JCI Kumagaya visited participating stores and companies to
conduct a survey regarding the increase or decrease in customers
and their perceived response to the program.
9. JCI Kumagaya orchestrated a meeting for exchanging ideas
involving participating stores and companies, the executive
committee, and the citizen.
10. According to opinions of the meeting, JCI Kumagaya created anddistributed the much demanded " implement to promote the project".
11. JCI Kumagaya has set up a terrace over the water channel locatedin the central part of the city to encourage the citizens toparticipate in Cool Share.
12. JCI Kumagaya made a promotional campaign for Cool Share incollaboration with our supporting company, " Coca-Cola East Japan".
Results : Through our project, we have succeeded in causing a positive change inthe conduct of the citizens, and taking a step toward the creation of asustainable community.
In order to achieve this goal, we required the cooperation of partners
working toward the same objective.
1. Through this project, we have acquired the support of a number ofendorsers and partners.
I. As a result of JCI Kumagaya appeals, the executive committee
was formed by members from a total of 15 different organizations.
II. Finally, there were 60 public facilities and 161 private stores andcompanies that participated in the program and became Cool Sharespots.
III. The project schemes we developed received the support ofvarious related organizations. As a result, the costs involved in
producing flyers, campaign merchandise, and the maps of Cool
Share spots were completely covered by contributions from theseorganizations. (Breakdown of contributions: $11500 in aid from
Kumagaya City Hall, $9111 in support funding from the Kumagaya
Chamber of Commerce and Industry. Total contributions: $20611.)
IV. We made a promotional campaign with the company supporting
the idea of this project. (Joint project with " Coca-Cola East Japan
Co.,Ltd. " , one of the leading bottler groups among Coca-Cola inJapan)
2. We caused a positive change in the conduct of the citizen throughour PR events.
The accumulated results of the questionnaires implemented at theevents showed the following changes in people ’ s awareness.
(The 1st PR event → The 10th PR event)
Q1. How would you describe your efforts for electricity
conservation?
I proactively conserve. 16.3% → 20.1%
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I do what I can to conserve. 68.4% → 70.1％
I don ’ t do much to conserve. 13.8% → 9.4%
I don ’ t do anything to conserve. 1.5% → 0.4%
Q2. Compared to last year, has your attitude toward electricity
conservation changed?
I ’ m more aware of it than I was last year. 42.2% → 51.1%
It hasn ’ t changed since least year. 52.2% → 46.0%
I ’ m less aware of it than I was last year. 5.6% → 2.9%Q3. Do you feel stressed out about electricity conservation?
Yes, I feel very stressed out about it. 5.3% → 3.8%
I feel a little bit stressed out about it. 30.2% → 27.2%
I don ’ t feel much stress out about it. 55.7% → 54.7%
I don ’ t feel stressed out about it at all. 8.8% → 14.3%
Q4. Do you know about the " Cool Share Kumagaya " ?
I know all about it. 0% → 46.9%
I ’ ve heard of it. 7.2% → 53.1%
I don ’ t know about it. 92.8% → 0%
Q5. Have you ever been to a Cool Share spot?
I frequently go. 0% → 27.6%
I ’ ve been to one. 5.7% → 72.4%
I ’ ve never been to one. 41.0% → 0%
I don ’ t know. 53.3% → 0%
Q6. Do you think it ’ s important to continue working to conserve
electricity in the future?
Yes, I think so. 28.9% → 59.3%
If I had to choose, I ’ d say yes. 40.9% → 30.2%
I ’ m not sure one way or the other. 25.9% → 10.5%
If I had to choose, I ’ d say no. 2.6% → 0%
I don ’ t think so. 1.7% → 0%
3. This project successfully increased the number of citizens who
voluntarily work to conserve electricity.
Ⅰ.At the busiest of the Cool Share spots, the number of visitors
exceeded 1000 per day.
Also, the combined results of public and private establishments
showed an increase in visitors as compared to before joining the
program in 61.5% of participating spots.
II. In the promotion for Cool Share, carried out jointly with " CocaCola East Japan " , we have obtained the following results:
i. All of 5,000 stamp cards we had prepared were distributed to
citizens, through cooperation with the participating restaurants.
(This means that totally 5,000 citizens visited the participating
resturants for the purpose of Cool Share.)ii. All of 5,000 paper fans we had prepared as a special gift for their
third visit were distributed to the citizens, through cooperation withthe participating restaurants. (This means that totally 5,000 citizens
took part in Cool Share 15,000 times in total.)III. It has become a daily scene that citizens are relaxing on theterrace we set up.
Also, sometimes a citizen group gave a concert or an NPO held an
event, using this terrace as the stage. In total, more than 1,000
citizens have attended such events that were planned andorganized by citizens themselves.
4. This program had a positive effect on the participating stores andcompanies.
The results of the surveys conducted when visiting participating
stores and companies were as follows.
i. 49.1% of the stores and companies said that they had seen an
increase in customers since joining the program.
ii. 25.0% of the stores and companies said that their sales had
improved.
iii. 50.8% said that their name recognition had improved.
iv. 57.1% of the stores and companies said that Cool Share hadcontributed to improving the image of their establishment.
v. 87.7% of the stores and companies said that they would like towww.jci.cc/eawards2n/print.php?lang_id=1&u=35480

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participate in future Cool Share programs.
Actions Taken : In 2012,
4/3 Drafting the name and concept for the project.
5/14 First Executive committee (to discuss the framework of the program.)
5/19 Set up a PR booth at the Eco-Life Fair. Announced the concept anddistributed flyers to recruit stores to participate in the program.
6/11 2nd Executive committee(to discuss the PR Event)
6/17 First PR Event : Implemented a program for sharing the electricity
conservation method of turning off lights at night and passing the time withcandles, together with citizens.
6/25 3rd Executive committee(to discuss the methods for expanding
participation of stores.)7/17 4th Executive committee(to confirm the contents of the map.)
7/22 2nd PR Event : Set up a booth at the largest regional festival in thearea (gave suggestions to the citizens for ways to keep cool without using
electricity).
7/28 3rd PR Event : Set up a booth at sporting events (set up a small poolfor visitors to cool their legs in and called for electricity conservation fromcity residents).
8/1 Distributed the Cool Share map to all houses within Kumagaya city.
8/5 4th PR Event : Implemented a tour of 6 locations around town, such as
the train station, where citizens could join and be sprinkled with refreshingcool water.
8/22 5th Executive committee(Confirmed the progress of the project.)
9/15 5th PR Event : Set up a booth at a local gourmet event (sold original
foods that can only be eaten in Kumagaya, with the theme " eat up andcool down! " ).
10/23 6th Executive committee(to discuss electricity conservation efforts
for the winter.)
11/1 Started intervews with participating stores and companies to confirm
the effects of the program.
11/22 Presented the results of the Cool Share program at the Social
Networking Service national forum.
In 2013,
2/28 7th Executive committee(Examined the projects carried out in 2012.)
3/15 Engaged in the sharing of opinions with Cool Share participant
storefronts and city residents.
4/26 First General meeting (to discuss activities for 2013.)
5/18 Set up a PR booth at the Eco-Life Fair. The result announcement in2012 and distributed flyers to recruit stores to participate in the program.
5/28 8th Executive committee(to discuss the PR Event for 2013.)
6/22 6th PR Event :Set up a terrace, around the water channel in thecentral part of the city, to give a first-hand experience of Cool Share.
6/24 9th Executive committee(to discuss the PR Event for July.)
7/22 7th PR Event : Set up a booth at the largest regional festival in thearea (gave suggestions to the citizens for ways to keep cool without using
electricity and sold original foods that can only be eaten in Kumagaya).
7/26 10th Executive committee(to discuss the PR Event for August.)
7/28 8th PR Event : Made a fieldwork to appeal various attractions of Cool
Share spots, aimed at elementary school pupils in the community.
8/4 9th PR Event : Implemented a tour of 6 locations around town, such as
the train station, where citizens could join and be sprinkled with refreshingcool water.
8/25 10th PR Event :Carried out a program in which, via Cool Share,
citizens become aware of the attractions of the community and master theway " to save on electricity happily. "8/28 11th Executive committee(Examined the projects carried out in thesummer of 2013.)
Recommendations : 【 " not depend on goodw ill alone " 】
There have been various calls and efforts made for electricity conservation
within Japan, but for most parts, those initiatives tended to have negative
images of forcing citizens and companies to endure inconvenience andwww.jci.cc/eawards2n/print.php?lang_id=1&u=35480

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extra burdens. And whether one took part in electricity conservation or not
depended on each citizen’s individual goodwill.
However, initiatives that depend on citizens’ goodwill alone have
limitations.
In order to establish a sustainable community, it is necessary to have apositive change on its citizens’ actions, which can be brought about by
fundamentally changing the image of electricity conservation, and also by
providing a new social system in the community.
Therefore we have proposed to the community a solution that does “notdepend on goodwill alone” through the scheme of this project.
" Not depend on goodw ill alone " means people involved with the
project can receive benefit in some way.
In this project, various entities would receive benefits as follows;
Citizens
Economical benefit from electricity conservation (reduction in electricity
cost)
Perks offered by participating stores (such as discounts on menus or freedrinks)Participating stores
Advertisement effects from being reported in mass media
Improved image by being an " actively socially responsible company "Electric utility companies
Resolution of electricity shortage issue
Avoiding new capital investments because of negawatt effects (lowered
management risk)
In order for this scheme to work, below factors are essential.
1. Project purposes based on the common good
2. Project concept to create the shared value with companies andcommunity
3. Partners who share a common goal
4. A conductor who would gather the partners and push the project
forward
5. Public relations strategy to heighten the interest of community
6. Social network connected by trust and integrity
By implementing above scheme of this project, below results have beenachieved.
1. We gained many supporters and partners through this project.
・JCI Vision could be put into practice.
・Total number of the partner companies amounted to 161
eventually.
The factors that enabled this project to gain so many partners are
below.
ⅰ.We had gained trust from community through various initiatives
carried out in the past.
ⅱ.We have communicated the concept of this project clearly fromthe start, and shared the goal with other groups and companies.
2. We have changed the consciousness of citizens in a positive way
and produced active citizens in the community.
・On the terrace that was set up by us to encourage citizen’s
participation into this project, the citizens actively planed andorganized the events of Cool Share and they have gathered morethan 1,000 citizens.
・Number of visitors to cool share spots has increased in 61.5% of
the locations compared to before the implementation of this project.
The followings are the factors that enabled this project to produce
many active citizens in the community:
i. The concept of the project was communicated to citizens in a
simple image that was understandable to everybody instinctively.
ii. By highlighting " the attractions of the community " and "pleasure of coming into contact with others " , we changed thenegative image associated with conventional " power saving. "www.jci.cc/eawards2n/print.php?lang_id=1&u=35480

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3. We have brought about positive results to participating storesthrough this project. ⅰ. In roughly half of the stores, number ofvisiting customer has increased.
ⅱ. In roughly quarter of the stores, the store sales had gone up.
ⅲ. Close to 90% of the stores responded that they wish toparticipate in the cool share in the coming years.
None of the stores replied that they do not wish to participate.
・The factors that this project could have a positive impact on theparticipating stores include the followings:
i. Special offers of the space or gift to customers were favorably
received by consumers.
ii. There was a growing tendency in a number of shops to entertain
the customers with unique services via this project. And thistendency raised the interest on the part of consumers.
[Better-than-ex pected results]
1. Cross-regional expansion of the movement
This project received many inquiries from businesses outside of
Kumagaya.
We received proposals to participate in this project from a group ofrestaurant owners in Ikeda city of Osaka prefecture, as well as fromtown managed hot-spring in Ichikawamisatocho of Yamanashi
prefecture.
We gave various advices to these businesses. As a result, themovement spread to these communities as well.
2. Sustainable expansion of this movement
The effectiveness of this project was acknowledged by the cityadministration and the project managed to obtain funding of 8,333
US dollars from Kumagaya City’s budget for future
implementations.
Also, this has been adopted as policy of Kumagaya City, so thismovement has gained the possibility of sustainability.
3. Acclaim as progressive initiative
This project had been interviewed by administrative organizations
such as ministries, agencies and regional governments.
The project was acclaimed as progressive initiative for conservationof electricity from those organizations. This project was interviewed
by administrative organizations below.
Interviews: Ministry of Environment, National Institute for
Educational Policy Research
Visitations: Deputy Minister of Environment, members of Town
Council of Inamachi, Saitama Prefecture【 Primary Factors and Innovations】
Since just after this program was launched, it was repeatedly picked up by
the mass media as " the unique approach to electricity conservation of thehottest town in Japan, " and concern for conserving electricity wasamplified all over Japan.
This was a large factor in the results of the program, which exceeded all
expectations.
We took these reports as ideal opportunities to spread the message of our
project, and put the uniqueness of our efforts at the forefront.
【 Unex pected effects】
This project gave new business opportunities to participating stores.
One barber shop participating in this project offered " cool shampoo "service as part of cool share perks to its customers.
This store deployed extensive campaign through cool share and gained
many new customers.
This technique is applicable in other businesses. By applying suchcampaign to the community, it is possible to create even greater business
opportunities.
【 Parts that did not w ork out and improvement plans】
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It is difficult to assess the electricity conservation effect quantitatively.
In order to assess in detail how much electricity had actually beenconserved, a new measurement system need to be provided, and wider
cooperation by citizens are also required.This issue can be improved upon
be below methods.
・Appeal to the citizens to gain consensus in wider area of community
・Gain participation of companies such as electric power providers【 The characteristics of this project and its points】
This project has two remarkable features:
1. Applicable to the solution of worldwide problems such as theclimate change or energy issue on a global scale.
2. Practicable anywhere in the world because of high versatility of thisproject’s system.
The key points in this project were two approaches below:
1. Organizational theory approach
I. Project concept (creation of shared values) to acquire a large
number of partners.
By creating the shared values with all the players involved in thisproject, a lot of partners can be acquired, across organizationalboundaries like a company or group.
II. Open innovation and flat management with minimum hierarchy
Open innovation and flat management with minimum hierarchy was
adopted so that value creation takes place spontaneously at eachlevel of the organization or its network.
And we sought to rally knowledge widely, across the boundaries ofcompanies or organizations.
2. Resource theory approach
I. Project concept focused on the features of the community
By incorporating, into the concept, the features of the community
such as its climate or local culture and industries, the project
assumes the character of story line.
II. Mobilization utilizing social capital
Focused on personal connections of the local organizations like acommunity association or shopping street, we deployed the
movement through these networks. Also, as this movement
expanded, a virtuous cycle was generated to enlarge, strengthen,and deepen the community networks.
【 Things to be shared w ith future period members】
Our mission is to act on problems happening in the world, and show
solutions with our actions. And even more importantly, to make theinitiative established in the community as something that can help increating a better world, rather than letting it die away as one-off policy.
New social systems can generate technological innovation in various
areas and could create new markets. This is the only way to develop theworld on sustainable basis, and this is nothing other than a force that cancreate positive change for the better.
From this point of view, we strongly recommend continuous
implementation of this project.
【 The aw ard of this project】
JCI-Japan AWARDS JAPAN THE ENVIRONMENTAL DEPARTMENT
PRIZE
JCI-Japan AWARDS JAPAN 2012 Grand Prix
【 Comments from participants】
Kiyoshi Tomioka, Mayor of Kumagaya city
The summer of 2012 was hit by a record-breaking heat wave.
The Cool Share Kumagaya that has started by JCI Kumagaya had beentaken up extensively and repeatedly by TVs and newspapers, making
Kumagaya known nationally as the " city at cutting edge of battling the
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heat " and our citizen known for their enthusiasm.
I would like to express my gratitude and respect for the members of JCI
Kumagaya that had managed to achieve the project, overcoming
numerous difficulties.
Kazuya Kijima, the president of Kumagaya Chamber of Commerceand Industry
Currently, small and medium sized enterprise operators are swamped
under the long standing economic stagnation and are continuing down thepath of exhaustion.
However, especially because we are in such an era, we the businesspersons must not be caught up with past ideas, but instead work together
and create new values within the community.
In that sense, this Cool Share had been a project that made one feel new
possibilities in the community. Also, I believe the fact that young people
like JCI Kumagaya had taken the lead and started the action was verysignificant.
【 Assessment from participating stores and companies】
・It had increased our communication with customers, and gave them apositive image of our store. So we were happy to have participated. Also,
this has given an opportunity for us to talk among our staffs regarding
services provided to customers and have led to further improvement in thestore operation awareness.
・Neighboring people have come often for tea, and sometimes that had led
to new businesses.
・The summer in Kumagaya is really hot, so I think such initiative is goodfrom the perspective of community rejuvenation, and since it makes
customers happy as well, I hope this will be continued.
【 Assessment from participating citizens】
・I hope this initiative will be continued on, so that cool share will take rootin the culture of Kumagaya.
・I have lived in Kumagaya for over 30 years, but had not known until now
that this region had so many attractive places and stores. Cool share had
been a good opportunity for me to learn new things about attractions of theregion.
・We are citizens of Kumagaya and we too, wish to help the community.
This initiative has given us an opportunity to show that so it was good.
【 Broadcasted Within Japan】
TV broadcasts
・Broadcasted 6 times in total by NHK TV networks (comparably to the
BBC in the UK, the highest value network in Japan with more than 100
million viewers), featured as a ground-breaking electricity conservation
method.
・Broadcasted 14 times in total by 5 commercial TV networks (JNN, ANN,
FNS, NNS, and TXN TV, all of which have a nationwide broadcast network
in Japan and have more than 100 million viewers), featured as a social
contribution activity started by youth or as a new business opportunity
taking advantage of summer heat.
・Broadcasted 6 times in total by JCN TV (a cable TV network, available to200,000 households) broadcasted the scene of the event.
Radio broadcasts
・NHK Radio (comparably to the BBC in the UK, the highest value network
in Japan with more than 80 million listeners): 1 broadcasts.Broadcast as a
new effort to conserve electricity.
・TBS Radio (commercial Radio network covering all areas of Japan, morethan 68 million total listeners) : 1 broadcasts. Broadcast as the uniqueelectricity conservation initiative of the hottest community in Japan.
New spaper Publication
・Covered by 4 national newspapers (with a circulation ranging from1,960,000 to 9,920,000) 5 times in total, as a groundbreaking power-saving
method etc.
・Covered by 2 local newspapers (with a circulation of 165,000 and
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180,000), as a unique activity of the community etc.
Magazine Publication
・Weekly Japan Medical Journal(Circulation of 54,000), Described as away to both save electricity and prevent heatstroke at the same time.
・Covered by Monthly Saitama Graph (a local magazine with a circulationof 50,000), as " Japan ’ number one countermeasure to heat " in publicprivate partnership.
【 Outside of Japan】
・Korea YTN TV (the largest news network in Korea) : 1 broadcasts.
Broadcast as the epoch-making electricity conservation method whichstarted in Japan.
・The Dong-a Libo (one of the three biggest newspapers in Korea :Circulation of 2,000,000) appear 1 times. Described as a ground-breaking
electricity conservation method.

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Page 3

1

Aw ard Category criteria
Objectives, Planning, Finance and Ex ecution

What were the JCI Kumagaya has conducted this project toobjectives of this positively change citizens ’ conduct with a goal ofprogram? establishing sustainable community.

Aggravated environmental problems, ongoing on a
global basis, or effective utilization of limited
resources in recent years.
From these viewpoints, it has been imperative toestablish an eco-friendly community and sustainable
lifestyle.
However, approximately 58% of total household
electricity consumption in the summer is from use of
air conditioning. This shows a lack of awareness ofthese issues among the people.
Under these circumstances, the Great East Japan
Earthquake disaster occurred in Japan in 2011, andthere was great concern that the summer of 2012
would be marked by a serious electricity shortage.
At this time, JCI Kumagaya, active in Kumagaya
city, which is known as the hottest city in all ofJapan, used its reputation to take action.
The group implemented this project, which took thenegative image of patience and bearing a burden
which people and companies associated withelectricity conservation, and put a positive spin on it
focusing on regional togetherness and enjoyment,with the goal of inspiring the citizen to voluntarily
take part in the conservation movement.

How does this [Advance of citizen’s positive participation inprogram align to community development]
the JCI Plan of It accords with JCI Plan of Action.
Action?

1. Opportunity provision to citizens to participate
in community development.
2. Advance of problem resolution by activating
citizens who take actions.
3. Activities performed based on a strong
partnership with regional companies andorganizations.

Was the budget an No expenditur other than the budget.
effective guide for [Approximate calculation of budget
the financial breakdown]
management of the Site management cost: $10355
project? Document/material cost: $8590

Incidental cost: $55[Ingenuity on budget]
Sharing the objective of the project with partners
from early on, JCI Kumagaya has drasticallyreduced the budget by covering all costs for
preparing distributions with donations from thepartners.
(Breakdown of contributions: $11500 in aid fromwww.jci.cc/eawards2n/print.php?lang_id=1&u=35480

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Kumagaya City Hall, $9111 in support funding fromthe Kumagaya Chamber of Commerce and Industry.
Total contributions: $20611.)
How does this [Advance of JCI mission]
project advance the JCI Kumagaya has advanced JCI mission as follows:
JCI Mission and
Vision?
1. We have provided citizens with opportunities

to positively change based on the scheme set
up in this project.
2. We have provided citizens with opportunities
to positively change through an effect createdby the enlightenment activity performed as apart of this project.

[Advance of JCI vision]
JCI Kumagaya has promoted JCI vision as follows:
1. We have increased active citizens in thecommunity through the enlightenment activity
and the scheme set up in the project.
2. We have expanded a local network as afoundation for global network by making therelationship with partners stronger through the
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Page 4

2

Aw ard Category criteria
Membership Participation

By number, howmany members
were involved inthis program? 60Members
By percentage,
how manymembers of the
Local Organization
were involved inthis program? 90%
Describe the main [General direction for the whole project]roles of the Coordination of the whole project as well as
participating direction to each person in charge :One member
members in this [Setting up of project scheme]
program. Current situation survey of the community andpreparation of project draft. : 3 members
Preparation and distribution of the application
information. : 3 members
Liaison and coordination between organizations andcompanies. :One member[Tool preparation for project promotion]
Preparation of contents to be described in
distributions: 6 members
Response to tool distribution and inquiries: 6
members[Door-to-door campaign for expanding
participant stores]
Thorough circuit of regional stores for recruiting
participant stores: 10 members[Management of event]Setting up of the venue: 10 members
Management of attractions: 6 members
Distribution and collection of questionnaire sheets: 4
members[Hearing survey for participant stores]
Survey of increase or decrease in visitors and their
responses by visiting participant stores: 12 members[Administration of meeting for exchange of
opinions]
Setting up of the venue: 6 members
Preparation of presentation materials: 4 members
Facilitator for group discussion: 9 members

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Aw ard Category criteria
Community Impact

How did the Local We measured the community impact by the following
Organization methods;
measurecommunity impact
1. The results of the questionnaire survey
for this program?
performed at the PR events.

We have performed the survey at the PR
events held 10 times to comprehend theconsciousness change of the citizen.
2. The results of the field survey to theparticipated stores in the project.
We performed the field survey to theparticipated stores in the project to confirm
the increase and/or decrease, and thereactions of the visitors there.
3. The reactions by the citizen expressed at the
public meeting.
We organized the meeting for the opinions
exchange among the participated stores, themembers of the executive committee and thecitizen to examine the effects of the project
as a whole.
4. The number of times mass media focused on
our movement.
We measured the indirect effects of thisproject from the view point of how manytimes mass media focused on our movement.

Describe the actual
community impact
produced by thisproject.

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We considered the community impact as follows.
1. This project gave the positive change in the
consciousness of the citizens.
The result of the survey showed a significant
difference in the awareness of citizens for theelectric power saving before and after thisproject.
This can be said our endeavor to establish thesustainable community made the positivechange in the consciousness of the citizens as
a result.
2. This project made active citizens increase tocommunity.
The number of the visitors has increased
at the 61.5% sites out of the Cool Share Spotscompared with that before the project.This
can be said the number of the active citizens
who voluntarily saves electric energy became
increased in the course of this project.
3. This project rewarded to the participatedstores with the positive impact.
ⅰ.The number of the visitors to the storesincreased at about a half of the total storesparticipated in the project.
ⅱ. About a quarter of the stores saw the
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sales increase.
ⅲ.More than 90% of the participated storesanswered to participate in this project again
next year.
This result of the survey could be summarized
the project had a positive impact on theparticipating stores and the community.
4. This project brought about a new tendency forcommunity vitalization.
There were many comments from the citizens
at the public meeting saying that through thisproject, ’ I was made known about theattractions of our community that I didn ’ tknow about before. ’
The citizens rediscovered the attractions of
the community through PR events andbrought about a new tendency towards
vitalization of the community.

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Aw ard Category criteria
Impact on Local Organization

How did the Local
Organization
benefit from running
this project?

1. Increase in the number of supporters
We increased the number of supporters who
aid our activities and partners who share our
purpose.
This is because the project scheme wedesigned produces a win-win situation for all
the parties involved and received a greatamount of endorsement.
2. Improvement of the qualities of themembers
Through this program, the members of thelocal organization became proud of being amember of JCI by themselves.
In one of the contexts of the undertaking of
this program, the real problem of ’ anxiety
towards the power shortage stemming fromthe Great East Japan Earthquake ’ existed.
In regards to this problem, us taking action
was especially nothing other than, ’ showing a
way to solve a problem occurring incommunity through action ’ , and became an
opportunity for the development of the localorganization members to deeply understandthe JCI mission.
3. Increasing the recognition to thecommunity and nation
By our movement being brought up repeatedly
by the national mass media, the recognition of
the JCI Kumagaya increased remarkably inthe community.

How did the We advanced the JCI mission as follows below.
program advancethe JCI Mission?
1. We integrated the community’s unknown

attractions and uniqueness into the program.
By making a concept where the community ’ syoung people are able to take part in the
program without holding a negative
preconceived notion regarding energy
conservation, this program became an
opportunity to create a positive reform for the
young people of the community.
2. In order to lead the youth in the community totake the first active step to change we haveintroduced a win-win situation of sustained
community development.
We built a problem solving method of " notdepend on goodwill alone " as a projectscheme.

How did the project
advance the JCI
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Vision?

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Aw ard Category criteria
Long-term Impact of the Program

What is the
expected long-term
impact of thisproject?

1. With the citizen who changed positively they
will expand actively the community
development movement and hence further
create active citizens.
2. The image of power saving is changing from anegative to a positive image and establishing
as a community ideal.
3. As the effect of this project is recognizedwidely, more companies will enter and capital isthrown in towards more extensive problem
solving.
4. Amongst the this scheme that we have built
new business chances are created.
5. As the network that we have built with ourpartner expands it will lead to the growth of
the global network.
6. With the expansion of the project throughglobal network, an environmentally friendly
sustainable society is born all over the world
and lead to a problem solving of a world scale
such as climate change.
Also with Local Chapter we can expect the following
influence.
1. With the expansion of our movement, therecognition of JCI Kumagaya will further
increase.
2. With the recognition of our project increasing,the membership of JCI Kumagaya will
increase.
3. As the members get involved in thedevelopment and continuation of this project
the quality will improve.

What changes
would you make toimprove the resultsof this project?

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1. To develop a program exclusive to kids andexpand our project to the schools andincrease the number of active citizens in the
future.
2. There was a discrepancy in the special
privileges offered to certain stores so we needto increase the meeting with the stores sothat all stores operate with the sharing of one
ideal.
3. To joint develop new services and productswith our partners and accentuate theoriginality of the community.
4. In order to expand the project overseas there
is a need to research the movement of every
country such as culture and custom andsupply/demand situation of energy.
5. To disseminate information in a timely manner
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we need to effectively utilize social media suchas Facebook.
6. Not to limit the enforcement period of thisproject to the summer and to carry out
increasing active citizens to other seasons.
7. To find out how much power saving was done
due to this project by building a system ofmeasuring numerically the result of the wholeproject.

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