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Awards Entry

2013 Jci World Congress

Shinjuku Smile
JCI JAPAN
Best Long-term Local Community Program

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Entry Information
Award Program:Category:

2013 JCI World Congress
Best Long-term Local Community 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:
President:

JCI Tokyo
Junya Sasajima

President Email: sasajima@sasajima-j.jp

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Basic Information
Duration : 2012,8,17～2013,8,11
Staff : 64 members
Sponsors : Merry Project
Budget : 40,000 US dollar
Profit / Loss : None
In which UN MDG bestfit (if apply): ?:Who is benefited ?: 3.6 million people using Shinjuku Station (No. 1 in the world)
Objective : Make positive change to Shinjuku, which ranks No. 1 in terms of daily
passengers in the world, a comfortable and safe street where everybody
shows his smile.
Based on this, Shinjuku shows her smile to the world and make positivechange to the world.
JCI Tokyo has realized that the following points are necessary if themegacity Shinjuku needs to be made positive change to show her smile to
the world.
Mutual understanding of diversified culture and tie-up ofcommunities.
Enhance the communication between people who tend to lack
communication when living in the megacity and re-structure thebond between communities.
Build the community where local residents can help each other inthe case of emergencies.
Make Shinjuku a exemplary model to the world on how to address
problems faced by a great number of big cities.
Overview : In order to make Shinjuku a smiling place, the Program was carried out on
the weekends which can see a great number of visitors with the following
contents.
On August 18 and 19, the Shinjuku Station front was made a
conference site where a variety of performance was staged such asarts, music and fashion show which can symbolize Shinjuku with
Smile as the theme.
Presentation and workshop themed on crimes, HIV and disasterprevention awareness for the purpose of addressing problems faced
by Shinjuku.
Exhibition showing the glamour of the place by tying up theadministration, companies, associations and local residents related
to Shinjuku.
Messages about \"Shinkuku Smile\" Project by well-known worldclass communication artists, TV stars and comedians.
Brought smile to children living in the area striken by East Japan
Earthquake by donating atheletic equipment from Shinjuku
Before the event
Set up the Project Team with associations related to Shinjuku inorder to make the Project involve all the communities.
Provided the opportunities to tie up with the administration,companies and associations related to Shinjuku.
Created the home page for this event, and solicited support in kinds
and money from the citizens and companies in favor of the event.
Facebook https://www.facebook.com/shinjukusmile
HP http://shinjuku-smile.com/
Visited Fukushima-gen before the event by joining hands with
Playground of Hope, an overseas northeast Japan supportingwww.jci.cc/eawards2n/print.php?lang_id=1&u=34437

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association, in order to bring smile from Shinjuku to the disaster
stricken northeast Japan. Discussed about the plan to support thenortheast Japan via the Project.
During the event
At the Shinjuku Station front which receives 3.6 million people on
the daily basis, the two day event presented the performance
themed on smile mainly created by the communities.
Provided the opportunities to further understand the community
specific problems and stimulate new actions to solve those
problems via presentations and workshop themed on crimes, HIVand disaster prevention awareness.
Installed a playground at the Shinkuku Station front to seek
donation in order to provide athletic equipment to kids in thedisaster stricken area as part of the campaign to support thenortheast Japan in its recovery efforts. In addition, the home page
was created in order to accept donation continuously. Mayor of
Minami-Soumashi participated in the event and delivered a speechon the current status of the disaster stricken area.
A questionnaire was carried out among the event participants.
After the event
On 9/7, discussed with other Project related associations to shareideas and achievements and talked about future actions.
Athletic equipment purchased with the money donated during theevent were handed over to Minami-Soumashi, Fukushima-gen.
Results : 1) Smile was seen in Shinjuku. (Questionnaire survey results 1-a, 2)2) Opportunity to form new bond between communities. (Questionnaire
survey results 1-b, 3）
The participants were surveyed with following questions.
1) What changes were seen due to the event?
1. Shinjuku was filled with smile. (67%)
2. New bonds were formed with other groups and associations(64%)2) What kind of smile was felt?
1. The playing kids on the playground showed the biggest
smile.
2. Both performers and audience showed smile.
3. It\'s great to see happy families with kids.
3) Were new bonds formed?
1. Mutual support thanks to the event.
2. As the event had very good promotion effects, one merit was
to form bonds.
3. The event\'s impact and possibilities were felt based on the
judgment by the sponsoring and supporting companies.
4. The event was made happen due to joint efforts byperformers, companies and supporting associations.
According to the above mentioned questionnaire survey results, it
can be seen as a starting point to bring smile to Shinjuku and form
new bonds between communities.
Actions Taken : 2012/1 Formed the Project Team and the Executive Committee held ameeting every other week.
2012/2 Requested for support and sponsoring to the event.
2012/3 Acquired permit to use the Shinjuku Station front as the event site
via negotiations with the related administration and associations.
2012/4 Refined the plan. Determined the event schedule.
2012/5 Started the PR for the event via home page・facebook pages andmedia publicity)
2012/6 Visited Minami-somashi, Fukushima-Gen, the disaster stricken
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area. Carried out discussion with the mayor.
2012/7 Prepared the opening manual and carried out rehearsal according
to the plan.
2012/8 Event day. The event was live broadcast via USTREAM. The
Facebook pages were updated with cartoon contribution real time.
2012/9 The Project Team held a workshop based on the questionnaire
survey results.
2013/2 Visited Minami-Somashi, Fukushima-gen, assembled andinstalled the athletic equipment.
Recommendations :According to the response and questionaire survey from theparticipants, the kids smile and performance has gained sympathy
and aroused emotion, related to enhancement of community
images.
In order to further enhance the newly born connections between
communities, it is not sufficient to hold this kind of event once ayear.
As JCI has won the trust of the Japanese society, we can use the
Shinjuku Station front,which is the mostly populated place in theworld, as the event site. As a result, we have achieved synergy withother associations thanks to their active efforts.
Well done parts
As the event\\\'s theme was SMILE, a simple and easy-tounderstand word, it helped to gained sympathy of the people. →Event site (photos, cartoon: facebook pagehttps://www.facebook.com/shinjukusmile)
As the event was reported by a well known newspaper, the impact
was not only on the participants but also on the society at large.
(Asahi News, Aug 19 2012, with 7,640,000 subscriptions)
Kept the public record as the event operation was uploaded to
YOUTUBE, so that the event system could be continued afterwards
to further affect the society. (In total 35,000 view)
Established connection with JC Haramachi from Minami-Soumashi,
Fukushima-gen to keep communicating among LOM.
Reasons and efforts
The community associations were deeply involved in the event withthe connections built from the event proposal stage toestablishment of the Executive Committee involving the community
associations. (20 associations)
Simple performance was staged at the Shinjuku Station front, the mostdensely populated place in the world, with SMILE as the theme. As aresult, new communications were created between Shinjuku related
people, a new opportunity to enhance the community connections. The
event aims at re-building the bonds between people in the current world
where personal relationship has become remote and accepting diversified
values, which can be duplicated in other cities. Asahi News covered theevent organization (August 19 2012 with 7,640,000 subscriptions).

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

What were the JCI Tokyo aims at addressing the following issues bylong-term bringing smile to the people in Shinjuku.
objectives of thisprogram?
Enhance the communication between people

who tend to lack communication when living in
the megacity and re-structure the bond
between communities.
Mutual understanding of diversified culture andtie-up of communities.
Build the community where local residents canhelp each other in the case of emergencies
Enhance awareness about reduction of crime
rate and sexually transmitted diseases such as
HIV.

How does this The following points comply with JCI¥'s Action Plan.
program align to
the JCI Plan of
Enhance the awareness of members andAction?
citizens to realize UN MDGs (prevention ofcontagious diseases such as HIV/AIDS andmalaria).
The members should re-activate the local
communities. Based on this, a system should
be built that the local residents can help with
their own power to address the problems
faced by Shinjuku.
Shinkuku should make a model to address
problems by other megacities in the world. The
process can be shared by the members of theworld.

Was the budget an A big budget as high as 40000 USD was spent in
effective guide for order to impact Shinjuku Station which is used by
the financial about 3.7 million people every day.
management of the JCI Tokyo spent 3000 USD, below 10% of the total
project? budget while the remaining funds were sponsored by

local companies and residents.
Therefore, transparency and soundness werenecessary when it came to the budget spending.
In fact, a lot of sponsors showed up at the event,bringing us not only money, but also labor andphysical support to the Program.
We succeeded in producing impact on 7.4 million
people to contribute to the local community.

How does this To JCI Mission The Project was successfully
project advance the implemented not only by the members only,
JCI Mission and but also thanks to the support of people in Shinjuku
Vision? and Tokyo at large.

They provided a lot of performance, workshop andpresentations about problems specific to theircommunities.
This is also the opportunity to bring the community

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issues to the attention of involved youngsters(including students).
After the event, JCI Tokyo will continue thecooperation with them.
To JCI Vision
Brought positive change to Shinjuku, a megacity
mainly for youngsters.
We JCI Tokyo took the lead but the implementing
parties are youngsters.
Our messages and effects were reported by TV,
Newspaper and Internet News, successful inspreading the impact on the whole country.
The impact on the community and method of the
Project can be shared by the world at large.

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Aw ard Category criteria
Membership Participation

By number, howmany members
were involved inthis program? About 200
By percentage,
how manymembers of the
Local Organization
were involved inthis program? 33%
Describe the main The Project took about six months for planning androles of the it was started by a 10-member Project Team.
participating The Project planning involved a lot of workload, but
members in this the proposal was made by the whole team who also
program. took the final decision. Afterwards,

all the team members took their respective
responsibility to push forward the Project. The
success of the Project depended on the efforts ofevery team member.
And all the committee members took part in the
Program on the event day.

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Aw ard Category criteria
Community Impact

How did the Local The following methods were used for measurement.
Organization
measureQuestionnaire survey on site
community impact
Comments and sharing on Facebook pagefor this program?
Exchanged ideas with local associations via

Project Report Meeting
Visited the disaster stricken area and spenttime with the kids there. Their smile was theevidence.

Describe the actual
community impact
produced by thisprojectwww.jci.cc/eawards2n/print.php?lang_id=1&u=34437

The local communities showed interests in the
Project carried out for the second year.
We have smoothly gained a growing number of
supporters. So we made this big Project succeed
with less budget than that for the first time.
With the Project as the starting point, the shopping
streets of Shinkuku have started to tie-up for the
purpose of preventing natural disasters and crimes.

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Aw ard Category criteria
Impact on Local Organization

How did the Local JCI Tokyo were made to be known by more andOrganization more people.
benefit from running They include those people who experienced thethis project? Project on site, provided support to the Projectplanning, and those who got to know the Projectthrough media.
It does help us implement future projects moresmoothly in the metropolitan Shinjuku where we are
not very well known to the neighborhood.
And other JCI Tokyo members were impressed by
the fact that big projects may not necessarily need
to be completed by a lot of people.

How did the In contrast to the scale of the Project, only aboutprogram advance 8% of the budget were earmarked by JCI Tokyo
the JCI Mission? And it is far from enough to implement such a big

project with huge impacts at the Shinjuku Station
front used by over 7 million people in two days with
only the Shinjuku Commission members.
Therefore, it’s necessary to acquire support interms of funds and manpower from external
supporters who did put their enthusiasm into theplanning and implementation.
Consequently, the Project was big and successful by
involving a great number of people. .

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Aw ard Category criteria
Long-term Impact of the Program

What is the The local problems should be addressed by the local
expected long-term residents themselves. We as JCI Tokyo should help
impact of this bring that up. Specifically, the Project will be
project? transferred from JCI Tokyo to local associations inthree years¥' time. For the second year, external
associations actively participated in the meeting andplayed an important role on the event day.
Moreover, it is important to involve the local
communities throughout the year rather than on theevent day only at the Shinjuku Station front. JCITokyo is willing to act as the lubricant for the local
communities. JCI Tokyo hopes that in the future thelocal communities in megacities like Shinjuku are
more active to build a sound neighborhood of theirown.

What changes Make the Project known to more community
would you make to associations so that they can participate in it. The
improve the results Project should be implemented by all the peopleof this project? related to Shinjuku. The Project should be run withless budget Therefore, it is necessary to gain
support from the administration and otherorganizations in order to reduce the Project cost. It
is necessary for the local organizations to carry out
active communication throughout the year. It isnecessary for the local organizations to exchange
ideas on the regular basis rather on the event day
at the Shinjuku Station front.

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