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JCIAwards Entry

2014 Jci World Congress
Fostering Ethical Spirit
JCI JAPAN
Best Local Corporate Social Responsibility (CSR)
Program

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Entry InformationAward
2014 JCI World Congress
Program:Category: Best Local Corporate Social Responsibility (CSR) Program

NOM Information
National Organization: JCI JAPAN

National President:

Kazuya Suzuki
E-mail: japan@jci.cc

LOM Information
Local Organization: JCI Osaka
President: Norimasa Nakatani
President Email: nori72nori72wanokokoro@gmail.com

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Basic Information
Duration : From Dec.18, 2013 to Dec.31,2014
Staff : 52 members
Imperial Household Agency, Board of the Crown Prince’s Household,Sponsors :JETRO, NGOs, Minist
Budget : US $ 56,747
Profit / Loss : None
In which UN MDG best
Develop a global partnership for developmentfit (if apply): ?:2.67 million people living in Osaka
Who is benefited ?:Objective : [Main Objective]1) To help companies understand the importance of not only pursuing theirprofit but also contributing to a community.
2) To help citizens understand companies conducting a program for acommunity and motivate them to support them.
Through these actions, we try to make root among citizen of Osaka themind of “fair trade” We stay the increase of a cleavage in society between
rich and poor by “fair trade”.
To promote Fair Trade, it will help to stop or decrease the number ofservitudes, children labors that encourage UN global compact principle 4
and principle 5. It makes free enterprise and help to develop the correct
economy.
[Second Objective]
・To involve outstanding persons in the world in JCI Osaka activities, JCI
Osaka will be global network by young active citizens.
・To focus on problems in the world by Osaka citizens, we can transcend
the sovereignty of nations and can make positive change.
・To invite young people from overseas and feel Japanese tradition andour sense of value, we offer the chance of positive change for them byunderstanding different culture.
Overview : [Selection of TOYP members who cooperate the program]
TOYP (The Outstanding Young Persons) points people who work onsocial development activities for the problems that are exceeded nation or
region through the economic action. Our object for the program of thisyear is Fair Trade.
Then, we selected 5 young persons by recruiting from embassy, consular
office and introducing by past TOYP members.
[Inviting TOYP members to Japan]
We explained the meaning of the program, then invited to Osaka to letthem announce their activities to JCI Osaka members and Osaka
citizens. They all understand our meaning and accepted the program.
[Preparation and holding the forum]
We decided to hold a forum for the announcement of their activities formembers.
We sat the date and place of the forum then invited JCI members andOsaka citizens as audiences. We exchanged opinions about what they
announced and we also had a lecture of ethical professor to make agreater effect.
[Offering opportunities for TOYP members]
We offered projects below to make positive change for young active
TOYP members by facing different sense of value and the present
condition of Japan.
1) Feeling Japanese culture trough Japanese traditional tea ceremony
and taking a walk around Osaka castle.
2) Visiting the store of ethical fashion.
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1, selection of materials (organic cotton, recycled cotton)
2, Purchase of materials (buying from developing countries)
3, Product of items (using natural stain instead of chemical stain tocolor)
4, Distribution (fair trade)[Cooperation with administration]
For continuous operation of fair trade, we cooperated with Osaka city andits administration called JETRO and Ministry of Economy, Trade andIndustry.
[Presentation in Imperial House]
Imperial House is the oldest dynasty in the world and it’s the symbol ofJapan.
JCI Osaka have been keeping to make an audience with imperial family
for 32 years.
Our theme “fair trade” will be more acceptable for people as long as wehave a strong connection with the Imperial House. Also for TOYP
members will be encouraged that blood royal understand their activities tomake positive change.
[Compilation of report and distribution]
To make sure our project and let it continue, we published TOYP reportwhich include the presentation in Imperial House. We distributed the report
to several association includes Osaka city and JETORO. We believe thefair trade project lasts forever with citizen of Osaka.
Results : [Participants in the forum]
As a result of our publicity, we had 252 participants, and all of them could
have lecture of TOYP members.
[Result of questionnaire]
94.7% of participants in the forum thought that they would like toparticipate or cooperate TOYP member’s economics activities. In thispoint, we believe that we could inform the keystone of fair trade. Also,
some of JCI members actually started to social development activities
because of the forum.
[Continuation of relationship between the Imperial House]
As the Imperial House understood our theme of program, we could havean audience with the royal family. Also we could connect the relationshipto next year.
[Appeared in media]
JCI Osaka had an interview from the media who were interested in our
program with Imperial House, below.
Osaka daily newspaper （Circulation 8,000）
Not only the audience of the forum, but also a lot of another people could
have chance to know what fair trade is.
[Feature]
It takes a time to see the result of fair trade, so first of all, we should let
people understand the system and feature of it. We have just started the
beginning, it will take a time to make the result, however, we made a big
step to create it.
Actions Taken : [Research on ethical business]
We visited companies and organization engaged in research on ethicalbusiness.
Dec. 18th Ethical Penelope Co. (Promoting fair trade)Jan. 8th JETRO Osaka OfficeJan. 23rd Ministry of Economy, Trade and Industry
Jan. 23rd JETRO Tokyo OfficeJan. 24th Delphys Inc. (Doing researches on ethical business)
Jun. 4th People Tree. (Promoting fair trade)Jun. 21st Mother House. (Promoting fair trade)[Research on international issues]
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We participated in organizations and events to recognize various
problems in the world.
Feb. 3rd ONE WORLD FESTIVAL
Feb. 22nd Japan Asian Association & Asian Friendship Society" Visiting
the home land of Kilimanjaro Coffee"
Mar. 8th Japan Asian Association Head Office "Lunch at Haruharo"May. 4th EARTHDAY KOBE, 2013
[TOYP Program]◇Sep. 5th (Thu.)
TOYP members came to Japan.
◇Sep. 6th (Fri.)
They inspected Osaka.
◇Sep. 7th (Sat.)TOYP forum◇Sep. 8th (Sun.)TOYP members wrote a report and inspected Osaka.
◇Sep. 9th (Mon.)
They inspected Tokyo and had an audience with Imperial family.
◇Sep. 10th (Tue.)
They returned to their countries.
[Making TOYP report and Distribution]◇Dec. 15th
Finishing the manuscript of TOYP report◇Dec. 25th
Decision of where to distribute◇Before Dec. 30th
Dispatch of the report
Recommendations : [Theme]
The profit may be decreased at first if the business model was fair trade.
However, people have to know the importance of fair trade. We try to letthem know what it is.
[Method]
Just holding the forum is not enough to announce to a large number ofpeople. Therefor we had the JCI program which has a strong connection
with the Imperial House. It makes stronger impact to people to know what
the fair trade is.
[Motivation for the TOYP members]
To have a forum with members in Japan, we should try to let themunderstand and make familiar with Japanese culture (includes Imperial
House) to make them fans of Japan.
[Evaluation]
From our theme, fair trade takes a long time to make the result and hard
to show it in our one-year-term program. It will be needed a large amountof fund and environment, so it is quite hard to start personally. Moreover,even if it has been started, it is hard to get profit instantly. However, it isnothing unless we start the action. We believe that the fair trade will beworld’s standard because of JCI in the future.
We also believe that the Imperial House had a good impression about fairtrade. That makes us enthusiasm about keeping the project.

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Award Category criteria

1

Objectives, Planning, Finance and Execution

What were the Be well-known fair trade.
objectives of thisprogram? We would like young businessmen from overseas

explain the model of fair trade which is keeping inoverseas to Osaka citizen, and make the foundationof the concept of the fair trade. Because of thebusiness model of fair trade, we can prevent the
spread of wealth and poverty.
This leads to that to prevent held in bondage, andalso avoid child labor, to promote the 5 and theUnited Nations Global Compact Principle 4.
By that, to build a liberal society, it is possible torealize a correct economic development.

How does this Realization of fair trade is one which facilitates the
program align to economic growth of developing countries. It is an
the JCI Plan of activity itself towards the achievement of "theAction? promotion of a global partnership for development"of the United Nations MDG’s.
Therefore, because it promotes the UN MDG’s, that
this project relates to fair trade, encouraging Osaka
citizens, to spread the understanding and its
recognition is along the activity plan of JCI.
In addition, because the match United Nations Global
Compact fourth principle, also to the fifth principle,
that or pre-solicitation at the time, this business,and to publicize the report at the time of the post isthat it continues to publicity about the philosophy ofUnited Nations Global Compact it is along theactivity plan of JCI at the point.
Was the budget an We prioritized budget allocation to travel and staying
effective guide for expenses to invite outstanding young people in thethe financial world.
management of the
project? And then, we allocated sufficient budget to site andadvertisement expenses so that many Osaka
citizens could participate in a forum.
On the other hand, part of staying cost could be cut
down by arranging a home-stay on the first day for
TOYP members. It also enabled them to understandJapan more deeply.
In addition, we could use Osaka municipal hall as asite of a welcome party with support from Osaka
city. It successfully led to cutdown of cost andpromoted their understanding of Osaka history.
Regarding "Osaka Program" and "Tokyo Program",
their expenses could be also cut down.
This is because we made an effort to achieve their
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understanding of Japanese history and current
situation without spending
How does this Against JCI Mission
project advance Youth and many, including JCI Osaka members
the JCI Mission participated in the forum. By touching the lecture
and Vision? talking about social entrepreneurs to this participant,further, in spite of the same generation, has beenworking in practice for social problem solving, and isprovided with the opportunity of change of mind. In
addition, by weaving the audience to the imperialfamily values and different foreigners were invited,
was to provide the opportunity for greaterawareness to grow further.
Against: JCI Vision
We invited to Osaka social entrepreneurs who work
to resolve the problem of society abroad. Then, by
Osaka JC members to act in one week both with ahospitality, it was possible to build an intimate
relationship between the TOYP members and JCIOsaka members. It prompted the construction of a
global network.

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Award Category criteria

2

Community Impact

How did the Local This time, to solicit with recognition is the target
Organization first. Even perform fair trade, etc. themselves
measure actually in addition to capital, common public
community impact perception is required on the side of the society.
for this project? Therefore, we investigated with questionnaire public

perception, to measure the impact on society.
〇 survey results (252 people)
Q: In the forum before, did you know and Ethical
Fashion, Fair Trade?
A: 60% do not know
Q: After the keynote speech, did you feel the needand ethical fashion, fair trade?
A: 93.9% felt the need
Before and after the forum, change of
consciousness could be confirmed clearly.
When viewed as a percentage, it is possible toevaluate her have got recognized for most of the
project participants, and led to a change inconsciousness.
The idea fair trade, of ethical, This indicates thepossibility that take root in the community. Impact is
not small.
Describe the actual
community impact
produced by thisproject.

○ More than anything else, for people who do notknow about fair trade at all, we spread theunderstanding and the recognition successfully. As aresult, people began to spread in the following
manner.
1)Increase the support of companies dealing with
Fair trade products spreads Understanding thecontents of fair trade to the general public who
participated in the Forum, they had decided topurchase goods at its price, but people who buy the
products of fair trade without minding the pricebecame higher increased.
2) Newly appeared among the companies thatparticipated in the Forum, through their own
business, and wants to do efforts to solve problems
that exist in the world. www.serendip-jp.com/
In addition, people who embrace an interest in theidea of ethical and fair trade, begin to prepare for theconstruction business has also appeared.
3) There were officials purchases of school in the
fashion industry.
Through the forum, told through the concept of\"ethical from the fashion industry.\" In the schoolof their own, the parties will tell the students thisidea.

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Award Category criteria

3

Alignment to One or More of the Ten Principles through Concrete
Measures

Which of the ten Principle 4
principles of CSR By promoting fair trade, to build an equal economic
did this project relations with developing countries. Forcing thetarget? company of developing countries absurd conditions

is eliminated. I was targeted to the realization ofworld reserves, such as unreasonable excess silver
obtained labor conditions - forced, bondage, wage
deceased workers.
Principle 5
For the same reason as Principle 4, unequal terms oftrade, leading to harsh labor. It is possible that in the
promotion of fair trade, to reduce the causes of childlabor.
How did this I was invited from overseas adult economic man ofproject contribute five originating the idea of ethical fair trade.
to the promotion or
implementation of First of all, we got to know in Osaka citizens thatthe ten principles child labor and harsh labor actually exist in the world.
of CSR?

In Japan, labor legislation has been developed by theGovernment, director are in good condition.
Therefore they can feel the fact actually.
Next, in order to reduce child labor and hard labor,rather than products that are exploitation, it ispossible to promote the purchase of products thatare traded at fair price, then the companies promote
fair trade be assistance, with the understanding that
it is a silver bullet.
In fact, young businessmen understood thepromoting fair trade that is present in the world,
the promotion of fair trade is not a story of a pipe
dream never.
Promotion of fair trade, was able to stand on thestart time to promote Principle 4 of the CSR, theprinciples 5 and hence in this way.

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Award Category criteria

4

Results Achieved

Which objectives For "achieving productive employment and full of all
did this program people, including women, young people, the decent
achieve? work", recognized by the people of the town the ideathat they did not know at all until now called Ethical
Goal1-B of the Global Compact goals were.
"An open, rule-based, it is possible to build afinancial system and trade predictable, nondiscriminatory"to the recognition in the people ofthe town, the idea of fair trade, which has not beenvery conscious ever Goal8-A were.
It was able people of the city to recognize that thepromotion of Fair Trade Ethical is an important
technique and concrete to avoid forced labor, childlabor.
What were the In questionnaire, while 60% of the participants
concrete results of answered "do not know" and in "Did you know is thethe project? keynote lecture of this time, and ethical fashion, fairtrade?", the keynote later, indeed became the resultthat feel the need and ethical fashion, fair trade also
93.9% of the people.
〇 Circle of support of companies that deal with fairtrade products spreads
General public who participated in the Forum areasked to understand the contents of fair trade, until
now had decided to purchase goods at higher orcheap or to see the price, but people who buy the
products of fair trade be higher increased.
〇Companies working on fair trade in new also
appearedFrom among the companies that participated in the
Forum, through their own business, in order to carryout efforts to solve problems that exist in the world,companies that cause business newly appeared.
www.serendip-jp.com/
In addition, people who embrace an interest in theidea of ethical and fair trade, begin to prepare for theconstruction business has also appeared.
〇That has been able to get interested for fair trade
and the idea ofthe Ethical to a member of JCIOsaka.

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Award Category criteria

5Impact on Local Organization

How did the Local JCI Osaka came to be more recognized by people
Organization through the following activities:
benefit fromrunning this 〇To have many contacts with companies, groups,
project? and individuals that promote ethical thinking for the

purpose of running TOYP program.
〇To promote many citizens’s participation in TOYP
forum.
We could improve trust with other organizations
through running this long-lasting program with thesupport of Osaka city, and in cooperation with
Imperial Household Agency, Board of the Crown
Prince’s Household, embassies and consulates inother countries.
〇We also could foster trust from Imperial family
because we took 5 TOYP members to them thisyear, too, which was our 32nd audience with them.
How did the 〇Through the program, JCI Osaka members could
program advance spend two weeks with outstanding TOYP members.
the JCI Mission? Because of this experience, it was a good

opportunity to gain the good motivation to improveourselves.
〇JCI members could feel the change of
consciousness from the questionnaire. Moreover, we
could bridge to next year with the tradition and theimportant event with the imperial family.
Thus, as we could feel the success of the program,
JCI members could have more self-confidence whichhelps us to continue the positive act and motivation
to try to make the good change to improve.

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Page 8Award Category criteria

6Long-term Impact of the Program

What is the We gave the opportunity to recognize Osaka
expected long-term citizens, ethical, and fair trade, the idea was not
impact of this familiar.
project? In addition, it was possible in the conduct of thebusiness of this time, youth and business people thatare ethical, fair trade abroad in fact, to create aborder between Osaka and Japan.
It has been constructed for the expansion, thefoundation and spread ethical, fair trade future bythis business.
As long-term effects, based on this foundation, in
Osaka often consumption from abroad relatively, by
ethical, fair trade is widespread, and thus, by its
influence, MDG’s, is CSR it will be promoted is
expected.
What changes That it repeatedly, continues complained ofwould you make to importance ethical, fair trade, to continue expanding,
improve the results the awareness of the concept is required.
of this project? This time, in a technique called TOYP, I expanded

awareness.
In the same method, the effect is limited.
Therefore, in the method of the publicity of another,it should appeal the importance of ethical and fairtrade.
Note that in order to maximize the effect of the useof techniques TOYP using once, the presence of atool called reports compiled is important. It should
be such ruminant the results obtained in the present
approach as long as they use this report, it ispossible.
On the other hand, that in economic activity andprivate life of JC outside, and practice ethical, fairtrade, JCI Osaka all members involved in thebusiness of this time is going to day-to-day
reduction and universal is more important thananything.
In business more than other, gimmick forcharacterizing conscious members of the importanceof activities in JC outside (ex, ethical of JC outside,
for fair trade, equivalent to the person who made an
excellent JC activities who are able to practice etc.)
to be honored at the treatment is necessary.

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