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Awards Entry

2014 Jci World Congress
We Love Chita Peninsula
JCI JAPAN
Best Local Community Empowerment Program

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Entry Information
Award
Program:2014 JCI World Congress

Category:

Best Local Community Empowerment Program

NOM Information
National Organization:

JCI JAPAN
Kazuya Suzuki
E-mail: japan@jci.cc

National President:

LOM Information
Local Organization:
President:

JCI Handa
katsuyoshi kondo

President Email: katsuyoshi@daikiyo.co.jp

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Basic Information
Duration : From June 23, 2014 through July 24
Staff : 10 members
Sponsors : Chita Peninsula Tourist Area Committee and 33 civic organizations
Budget : 10,100 US dollars
Profit / Loss : 0
In which UN MDG bestfit (if apply): ?:Who is benefited ?: For the 600,000 people living in Chita Peninsula
Objective :1. Fostering people who actively contribute to the local area in orderto develop Chita Peninsula
2. Introducing Chita Peninsula to the world
Overview : Chita Peninsula consists of five cities and five town, and it is designated by
the Japanese government as one of the important sightseeing
area.However, the tries to promote Chita Peninsula didn’t seemed to be
going well under the theme for the improvement in tourism industry.JCI
Handa, therefore, took the initiative in creating some film in order topromote Chita Peninsula.
All the four JCIs, which have been operating in Chita Peninsula,cooperated in order to tackle the film. We, all the four JCIs members,
completed editing the film featuring a lot of attractive places in Chita
Peninsula, in which the local residents danced along the currently popularsong.Eventually, we uploaded the film on YouTube and tried to promote
the film all over the world.
We held JCI Academy in 2014.Hence, we had some chances to get somehelp from the members of the Academy.We succeeded in letting themembers dance in the film.
We requested two things from the local residents: appearing in the film
and promoting the film in several ways.
think that we succeeded in encouraging the residents to be actively
involved in taking some actions for the local communities.
Results :1. We succeeded in getting more and more people to take care of
their local communities and take some actions for thecommunities.
The survey that we conducted on the participants in the film after
uploading the film on YouTube showed that:
95 % of the participants showed their intention to keep
taking some actions for their community.
90 % of the participants who had thought about nothing fortheir community changed their mind after this event.
2. We succeeded in promoting Chita Peninsula all over the world.
The film obtained a lot of views in more than 70 countries thanks to
the help from the delegates at JCI Academy from home andabroad.
Actions Taken : 2014
March
Requesting 4 JCIs in Chita Peninsula for cooperation
March-April
Explaining the outline of the event to each tourist agency in 5 cities
and 5 towns, Chita Peninsula
April 22
Formally requesting Chita Peninsula Tourist Area Committee forthe support
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April-July
Discussing the matters related to the event with each tourist agency
member and resident at a total of 35 meetings
Choosing which sites to record the film Requesting themembers/residents to appear in the film
April-July
Discussing with a film creating company
From June 26 through July 25
Filming at each site
July-August
Editing the film
August 7
Uploading the film on YouTube
From August 17 through 31
Reviewing the result of the survey
Recommendations : We succeeded in getting more and more people to takesome actions for their community.
The reasons of the success include things below;
We chose a casual material to attract people: video picture, which
can make it easier for people to ask their friends to join.Now that it
isn’t that difficult to take care of making films and films on theInternet are widely available thanks to the Internet.
We got the participants to be directly involved in the event as adancer in the film.That made most of the participants feel the film
itself belongs to each participant.Moreover, dance, the action that
we asked the participant for, made the event enjoyable.The survey
or hearing after the event showed that most of the respondents said"enjoyable".

We succeeded in promoting Chita Peninsula all over theworld.
The reasons of the success include things below:
We took advantage of opportunities to ask the members at JCI
Academy to join the event.The delegates at the Academy were a
big help to the event.They originally have some pride as a JCI
member and the spirit drove them to join the event.
AdditionallySome of the participants changed their mind about where they should takecare after the event.They became aware that they should get involved in
not only the city they live but also the neighboring cities/towns.
As for the costThis time, we needed to request a film making company to shoot and edit
the film.
JCI Academy was held in Chita Peninsula at the same time.We thought
we should make the film the high-quality one.
That’s the reason why we asked the professional staff.Some JCI members
took the initiative in shooting most of the scenes.
We could have reduced the cost if we had spent much time on creating
films.

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Award Category criteria

1

Objectives, Planning, Finance and Execution

What were theobjectives of thisprogram?

1. Growing as many people who actively takesome actions for their community as possible
in order to develop Chita Peninsula
2. Promoting Chita Peninsula all over the world

How does this Particular point: we managed to collaborate
program align to effectively with municipal governments and civic
the JCI Plan of organizations that we hadn’t had any relationships
Action? with before.
Was the budget an
effective guide forthe financial
management of the
project?

There was no budget overruns and no extra
expenses.
Thanks to the cooperation with Chita
Peninsula Tourist Area Committee, we didn’t
need to pay admission at the shooting placesin Chita Peninsula.We got allowed to enter thepremises of a total of five sites in Chita
Peninsula without paying admission; therefore,
we managed to reduce 450 US dollars.
Estimated budget:
2,300 US dollars for shooting fee (toward
photographer)
5,500 US dollars for edit the film

How does this The promotion of JCI Mission
project advancethe JCI Mission
and Vision? A lot of officers participated in the film since wesucceeded in providing them with an environment to
let them easily join with a familiar tool, film.

The promotion of JCI Vision
We achieved a good result with officers from all themunicipal governments in Chita Peninsula. Thisaction made us a pioneer to build a network ofpeople in this Peninsula.

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Award Category criteria

2

Membership Participation

By number, howmany members
were involved inthis program? 10 members
By percentage,
how manymembers of the
Local Organization
were involved inthis program? 75%
Describe the main 8 members for choosing filming sites, requesting toroles of the appear in the film, facilitating the recording on theparticipating spot
members in thisprogram.

Requesting municipal governments tocooperate in the event and building a strong
relationship with the people involved in theevent
Choosing the filming sites and arranging theevent
Requesting people to join the event

2 members for editing the film
Directing the film and confirming the editedfilm
All the members for promoting the film
Requesting the participants to promote thefilm
Promoting the film through SNS

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Award Category criteria

3

Community Impact

How did the Local We made sure how this event influenced on the
Organization municipal communities.
measurecommunity impact
1. Conducting the participants survey from thefor this program?
people below

100 residents who joined in filming
40 JCI members who joined in filiming
2. Confirming how the event was promoted inpublic media of municipal governments
Four municipal governments in Chita
Peninsula built the link connecting to thefilm on YouTube
Handa City introduced the event on its
city report, which is distributed to 90,000
households.
3. Making sure how many times the event was
introduced on newspapers
wo local papers, whose circulation is200,000 in total, picked up the event.
raffic analysis by YouTube, from August
7, 2014 through September 11, 2014
9671 views from 78 countries
Describe the actual
community impact
produced by thisproject.

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Through the event, residents turned into
Active Citizen with Positive Change, and they
introduce the film to their friends.Those
activities finally led to the promotion of Chita
Peninsula.The participants survey showed thatmost of the participants would try to keep
doing something good for their local area.We
can expect some long-term development in
the local area with the answers.
We are definitely sure that we succeeded ingaining recognition of Chita Peninsula.
People other than the participants brought up
the topic about this event through the film
since a lot of media like newspapersintroduced
the event and film.Especially a lot of
administrative agencies picked up the film on
their advertising media.
Four municipal governments in Chita Peninsula
built the link connecting to the film on
YouTube.
Handa City wrote the journal about the eventon its city report.

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Award Category criteria

4Impact on Local Organization

How did the Local The development relationship between JCI Handa
Organization and the citizens
benefit fromrunning thisproject? We succeeded in building the relationship with

Tourism Associations of each city/town in Chita
Peninsula, young city/town officers, and eachmunicipal community.
The promotion of JCI Handa as a non-profit
organization

Since we succeeded in having the event advertised
not only in newspapers but also at municipal
governments, JCI Handa build a recognition fromcitizens.Several organizations, which joined thefilming, gave us their positive offer to help themwhen we hold another event.
Improving the quality of Jaycee
The places where the JCI members play a role are
not always the same as where they live.Under suchdiversified situation, we succeeded in obtaining a lotof experiences and knowledge, which can make our
event in the future appropriate for each local area.
Development the cooperative system witheach JCI
Development the good relationship withmunicipal administrations and citizens that
Handa JCI wasn’t that close.
How did the JCI Handa provided the participants, who areprogram advance residents in Chita Peninsula, with opportunity to
the JCI Mission? appear in it when filming.Moreover, JCI Handa

supplied the participants with opportunity to let theirfriends know the film.The phrase, for thedevelopment of the local areas, was what we kept on
our mind when we created the film and promoted
it.We always asked the people to keep the mind on
their mind.
The opportunities that we provided the participants
were enjoyable to them and easy to start
promoting.Now that it is extremely easy to watch thefilm on the Internet.Additionally, promoting the film
through SNS was also big help to promote thefilm.With the pleasure that the participants appear in
the film. the participants extremely helped us
promote the film by uploading the link on their own
SNS page.
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Consequently, the citizens related to the event
finally obtained the positive will to keep involved intheir local area since they took concrete actions fordevelopment of the local area through the event.We
believe the people involved in the event achieved thestatus, Positive Change.
How did the project Since each municipal government has its different
advance the JCI policy on tourism, Chita Peninsula Tourist Area
Vision? Committee hadn’t worked well although it wasestablished four years ago in order to promote Chita
Peninsula.
Although the film was created at the initiative ofHanda JCI, other JCI in Chita Peninsula gave us big
help in filming.We believed we were able to play aneffective role to build a network among 10 cities andtowns in Chita Peninsula.Consequently, we are surethat we obtained the first step as a pioneer tocreate a network among 10 cities and towns in Chita
Peninsula, especially young officers in the municipal
office.

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Award Category criteria

5Long-term Impact of the Program

What is the More and more participants got their will; I will take
expected long-term some actions to develop my local area.We can
impact of this expect some things below from the change.
project?

Those participants will probably influence on
their friends and acquaintances and let themturn into the same citizen with Positive
Change.
Since it’s easy to introduce films on theInternet to friends through SNS, more andmore people will probably keep uploading ourfilm in the future.
Through the event, the participants in Chita
Peninsula came to think about not only their own
city/town but also the other cities/towns in Chita
Peninsula.They used to think about their own
city/town; however, they changed their mind.
What changes Cost efficiency
would you make toimprove the resultsof this project? This time, we asked some professional

photographers to record and create the film since
we needed to have it quality under the memorable
year of JCI Academy.However, most of the scenes
were recorded by us with our smartphone.It meansthat it would be possible to reduce the cost more if
we managed to record and edit films.
Recruiting participants
Most of the participants achieved the status,
Positive Change, through the event.We would haveobtain more and more people with Positive Change if
we had recruited more people.This time, only thepeople involved in municipal administrations or
tourism associations and our friends were who werequested to join the event.
Promotion of the film
Although SNS is very effective to promote, othermedia other than the Internet such as newspapers
are also very important to enhance the promotion.We
thought we should regularly prepare some topics
that can attract those media.

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