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Awards Entry

2016 Jci Congress In Quebec, Canada
Together In Sendai~To become the city loved fromall over the world~
JCI Japan
Best Local Community Empowerment Program

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Entry Information
Award Program: 2016 JCI Congress in Quebec, Canada
Category: Best Local Community Empowerment Program

NOM Information
National Organization: JCI Japan

National President:

Shigenari Yamamoto
E-mail: japan@jci.cc

LOM Information
Local Organization: JCI Sendai(Miyagi)
President: Katsutoshi Yoshida
President Email: st-yoshida@sst.co.jp

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Basic Information
Duration : From Jul. 26 to Oct. 24 of 2015
Staff : 210 member
3 administrations/14 universities/10 organizations/601 companies/1
Sponsors :media
Budget : $17,000
Profit / Loss : 0
In which UN SDG bestfit (if apply): ?:1.05 million citizens of Sendai city[1.04 million Japanese citizens andWho is benefited ?:0.01 million foreign citizens]
Objective :• JCI Sendai, by sharing differences of culture and sense ofvalues, create positive change to Japanese citizens andforeign citizens for working together on globalization of
Sendai city.
• JCI Sendai members and Japanese citizens and foreign
citizens change positive to making Sendai attractive andprovide opportunity to become active citizen.
The action of active citizen impact to Sendai city.

For the following reasons, it is necessary that creating positive change
and providing opportunity to become active citizen.
1. After The Great East Japan Earthquake in 2011, number oftourists visiting Miyagi prefecture (Sendai is a capital City of Miyagi
prefecture) have not yet recovered.

Number of tourists: 2010 61.28 million
2013 55.69 million
2. Sendai city act positively to be an international city getting
attention from all over the world, such as United Nations
World Conference on Disaster Risk Reduction hold in Sendai
in March 2015, Sendai Airport privatized(first private airport inJapan) in July 2016, trying of attraction of tourists 2020 Tokyo
Olympic games.

Overview :3. Although 80% of foreign citizens are satisfied Sendai city, but
numbers of foreign citizens always fall below 1% of population of
Sendai city. So far, globalization of Sendai city have not mademuch progress.
• JCI Sendai together with Japanese and foreign citizens started
program \\\"Innovation! For more attractive Sendai\\\", andprovided opportunities to understand each other the difference,such as sense of values.
The following actions taken.
• JCI Sendai summarized research and results of program, andpublished guidebook of new attractiveness of Sendai both inJapanese and English. The free guidebook was distributed widelyto 600 places in Sendai and also opened official website so that
motivated many citizens to be positively interested in Sendai city,
they live.
• Program members held Global Imoni to widely publicize new
attractiveness of Sendai to Japanese and foreign citizens andintroduced widely new tourist attraction, Global Imoni.
Global Imoni was broadcasted 3 times by Japan Broadcasting
Corporation as local topic news.

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Possibleviewer:0.96 million households of Miyagi
prefecture
2.33 million people※Global Imoni
Imoni is a traditional local dish of Sendai city, miso flavor potato
hot pot dish with pork. Project teams developed Imoni so that more
people can eat regardless of religious reasons or dietary
restrictions.
• JCI Sendai, collaborated with publisher, distributed free paper
introducing our program and new attractiveness of Sendai city,such as Global Imoni. We provided opportunities that a lot of
citizens got interested in own local city and widely publicizedfurther attractiveness of Sendai.
Free paper
Circulation: 50,000
Distribution place: More than 680 places in Sendai city

Results :• JCI Sendai presented results of program and organized panel
discussion by experts, such as deputy mayor of Sendai city, andprovided opportunities that citizens realize potential of Sendai city.
*Panel discussion was equipped with simultaneous interpretation.
1. Program members worked together actively to find new
attractiveness of Sendai city, as a results they made guidebook of
attractiveness of Sendai city and created new tourist
attraction, Global Imoni.
2. JCI Sendai provided opportunity that Japanese and foreign
citizens can act positively to make Sendai city more attractive.

3. Citizens were provided opportunity to share the attractiveness of
Sendai city and successful case of other city, problem and future
prospect of Sendai city by hearing panel discussion by Japaneseand foreign 3 experts, such as deputy mayor of Sendai city. And
they are motivated to act for globalization of Sendai city.
Actions Taken : Jan. 2015
JCI Sendai started research, such as interviews from 50 administrative
people, 30 educators, Japanese and foreign 10 experts, 200 Japanese
students and 100 foreign students.
They want to make Sendai attractive, international city, but they do nothave many opportunities that citizens exchange each other and think
about it.
From this result, it is necessary to motivate citizens for globalization of
Sendai city and provide opportunity to make Sendai city more attractive,
and JCI Sendai started program.
May 28, 2015
Started to collect participants for the program, \\\"Innovation! For more
attractive Sendai\\\".
Target: Japanese and foreign citizens of Sendai city
Collecting method: Posters and leaflets, JCI Sendai official website
Distributed 500 Japanese and English posters and 5,000
Japanese and English leaflets to administration, companies, universities,
colleges, various organizations and associations.
Jul. 26, 2015
Started program with participants, \\\"Innovation! For more attractive
Sendai\\\".
Participants: 220 Japanese citizens 290 foreign citizens 210 JCI Sendai
members
Hold the first meeting.
Project teams did survey and research about their themes for a month.
Aug. 23, 2015
Hold the second meeting.
Project teams summarized results of survey and research to widely
publicize as new attractiveness of Sendai city.

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Aug. 27, 2015
JCI Sendai requested deputy mayor of Sendai city and Japanese andforeign experts for cooperation to the project and they accepted.
1. Ms. Sarah Marie Cummings
She is au fait with Japanese culture and expert of promoting city.
She participated ASPAC Sendai, 2002 as a panelist ofentrepreneur special symposium.
We got advice about culture of Sendai city and creating
attractiveness of city from foreigners perspective.
2. Mr. Ryotaro Sakurai
He organize various training for transmitting attractiveness ofJapan to the world, such as Hospitality training of how to welcome
foreigners, original method of English training for service.
Entrepreneur, born in Sendai city.
We got advice about transmitting attractiveness of Sendai city to
the world.
Sep. 20, 2015
JCI Sendai decided to organize presentation of the program.
Sep. 25, 2015
JCI Sendai published free guidebook both in Japanese and English
for transmitting new attractiveness of Sendai, and distributed widely
600 places in Sendai.
Oct. 4, 2015
Program members held Global Imoni to transmit new attractiveness of
Sendai.
Participants: Approx. 500 people
Imoni, local dish of Sendai city, became new attraction for tourists from allover the world and more people can eat regardless of religious reasonsor dietary restrictions.
Oct. 24, 2015
JCI Sendai presented our program results and organized panel
discussion by experts, such as deputy mayor of Sendai city, and citizens
are motivated to act for globalization of Sendai city.
Participants: 410 Japanese citizens 190 foreign citizens 210 JCI Sendai
members
Recommendations : JCI Sendai achieved objectives as below.
1. Project members reconsidered Sendai city and found new
attractiveness and values of Sendai city and changed to be active
and interested in local community.
According to questionnaires, 92% of project members
answered that they want to find more attractiveness of Sendai
city.
Actually, they created new community and continue topublicize Global Imoni widely.
2. By guidebook we made, media and official website, JCI Sendai
provided opportunity not only project members but also many
citizens to realize new attractiveness of Sendai city.
->After the program, visitors to website increased to 5000
than 2000 before the program.
->Japan Ground Self-Defense Force served Global Imoni to 24
military attaches from 21 countries when they visited Sendaicity.
3. JCI Sendai organized presentation of program results and panel
discussion to present new attractiveness of Sendai city to citizens.
According to the result of questionnaires, 80% participants
answered that their recognition for Sendai city had changed
positively.
*Examples of positive opinion: \"Understood the difference of

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foreign culture and changed mind to deal with foreigners.\" \"Menu
written in English is necessary for foreigners.\" \"Hold an exchange
meeting to abandon hesitation of talking with foreigners.\" \"Study
culture and history of Sendai city as the first step to becomecosmopolitan.\"Increase of visitors to website and Japan Ground Self-Defense Forces
action show that we could create opportunity, and we are still working on
to verify if whole citizens of Sendai city changed to be interested in theirlocal community.
To improve this, we have to implement a conscious survey on website
and verification with local government.
*Verification with local government: Regular awareness survey of citizens

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Award Category criteria

1

Objectives, Planning, Finance and Execution

What were theobjectives of thisprogram?

• JCI Sendai, by sharing differences of culture
and sense of values, create positive change toJapanese citizens and foreign citizens forworking together on globalization of Sendaicity.
• JCI Sendai members and Japanese citizens
and foreign citizens change positive to making
Sendai attractive and provide opportunity to
become active citizen.
The action of active citizen impact to Sendaicity.

How does this <Impact / Motivate>
program align to JCI Sendai continues to provide opportunities to be
the JCI Plan ofactive citizens.
Action?

< Collaborate / Connect>
To expand movement of creating attractiveness of
Sendai city, JCI Sendai connect active citizens,sponsors and administration.
Was the budget an
effective guide forthe financial
management of
the project?

• JCI Sendai did public relation energetically to
expand this program to many citizens.
• JCI Sendai made clear that this program wasorganized by JCI Sendai through public relation.
• By coverage request from JCI Sendai, media
understood the importance of our program andbroadcasted.
• Panel discussion motivated citizens to work
together on globalization of Sendai city.
< Breakdown of budget>
Public relations expense: $10,000
Venue arrangement expense: $4,000
Lecturer expense: $3,000
Total budget: $17,000

How does this <Vision>
project advance Through our program, JCI Sendai encouraged citizens
the JCI Mission
to be active citizen who had changed to be interested inand Vision?

more about attractiveness of Sendai city to influenceothers.
< Mission>

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• JCI Sendai provided positive change for citizens
to realize and create attractiveness of Sendai city.
• JCI Sendai provided opportunities to motivate
citizens to work together on globalization of
Sendai city, in cooperation with sponsors andadministration.

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Award Category criteria

2

Membership Participation

By number, howmany members wereinvolved in thisprogram? 18 members
By percentage, howmany members of
the Local
Organization wereinvolved in thisprogram? 97%
Describe the main
roles of theparticipating
members in thisprogram.

• Planning / Management 18 members• Arrangement with administration, sponsors,
media and schools 16 members• Coordination of lecturer 3 members• Venue arrangement 16 members• Public Relations 18 members• Distribution of guidebook 200 members• Official website management 2 members

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Award Category criteria

3

Community Impact

How did the Local Media reported importance of our program, so we could
Organization measure objective evaluation.
measureJapan Broadcasting Corporation broadcasted ourcommunity impact
for this program? program as local topic news 3 times, so we could

expand objectives of our program to many citizens.
(Possible viewer: 0.96 million households of Miyagi
prefecture / 2.33 million people)->Example of impact of media reports
Japan Ground Self-Defense Force watched thereports, and served Global Imoni to 24 militaryattaches from 21 countries when they visited Sendai
city on Nov. 4, 2015. Also it had been featured inpublic relations magazine.
Describe the actual
community impact
produced by thisproject.

• Citizens who had changed to be interested inlocal community, started to innovate Sendai city
to be more attractive.
• By involving to this program, administration,
universities, medias, various organizations andassociations had changed positively to
globalization of Sendai city. Circumstances ofactive citizens are expected to be improved.

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Award Category criteria

4Impact on Local Organization

How did the Local
Organization
benefit fromrunning thisproject?

• JCI Sendai provided opportunities that a lot of
citizens got interested in local community. As aresults, local medias broadcasted our program
and we could expand movement of JCI in local
community.
• In cooperation with Japan Ground Self-Defense
Force, JCI Sendai could introduce new tourist
attraction that we created in our program to 24
military attaches from 21 countries.
• By collaboration with administration andsponsors, JCI Sendai could build close
relationship of trust with them. They promised
future cooperation with us.
• JCI Sendai members will use all the experience
they have gained through this program to ownbusiness and CSR.

How did theprogram advancethe JCI Mission?

• JCI Sendai provided opportunities for citizens torealize and create attractiveness of Sendai city.
• JCI Sendai provided opportunities to motivate
citizens to work together on globalization of
Sendai city, in cooperation with sponsors andadministration.

How did the project
advance the JCI
Vision?

• Through our program, JCI Sendai encouraged
citizens who had changed to be interested in more
about attractiveness of Sendai city to influenceothers.

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Award Category criteria

5Long-term Impact of the Program

What is the
expected long-term
impact of thisproject?

• We can build attractive Sendai city filled withactive citizens through causing citizens interestin local community continuously.
• We can maintain independent activities ofactive citizens, supported by administration,
universities, medias, various organizations andassociations.

What changes
would you make toimprove the resultsof this project?

• In cooperation with other chapters and sister
chapters, JCI Sendai provide opportunities
that citizens can understand culture andattractiveness of other area, we can expect
positive change of many citizens.
• JCI Sendai open website that citizens can postnew attractiveness made by citizens toimprove awareness to local community.
• JCI Sendai consider a scheme of transmitting
new attractiveness of Sendai city to the world,by matching attractiveness posted by citizens
and sponsor company and commercialize.
• In cooperation with administration andsponsors, JCI Sendai support community
made by project teams so that their activities
will be sustainable.
• JCI Sendai organize new community which
members are Japanese students and foreign
students living in Sendai city, to motivate
citizens to work together on globalization of
Sendai city. In cooperation with shopping
district association and publisher, we support
to publish free paper regularly to cope withthe globalization of Sendai city.

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