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Awards Entry

2013 Jci World Congress

Plant grass for children's smaile!
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:

National President:

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

LOM Information
Local Organization:
President:

JCI Kanazawa
Masahiro Fujiya

President Email: fujimasa0722@gmail.com

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Basic Information
Duration : 2011/1/1～
Staff : 14Members
NPO Club Plette/KANAZAWA SEIRYO UNIVERSITY/Local businesses
Sponsors :three companies/Local newspaper
Budget : 6900 US dollar
Profit / Loss : None
In which UN MDG bestfit (if apply): ?:Who is benefited ?: 460,000 citizens living in Kanazawa city.
Objective : The purposes of this project are-To encourage citizens to create positive change.
-To make sustainable society by increasing the citizen’s social
contribution.
JCI Kanazawa provides citizens opportunities to increase their social
contribution. In conclusion, we can make sustainable society.
Citizens need to following positive changes for this object.
1. Citizens notice that their action becomes social contribution.
2. Citizens change to the act actively.
JCI Kanazawa provides citizens opportunities to create positive change.
We held the project which planting grass for the children’s playground.
1. We increase participants and active citizens.
2. We increase enterprises which address to the CSR activity.
Overview : JCI Kanazawa propelled JCI Mission and JCI Vision.
1. JCI Kanazawa investigated problems that children’s play ground.
2. We decided the project which planting grass for the children’s
playground.
3. We explained to administration, enterprises, university students, NPOparties.
4. We introduced about the project to nursery schools, kindergartens,
neighborhood associations.
5. We decided venue of the project, explained to citizens.
6. The citizens of various generations participated to the project.
7. Enterprises, NPO parties, university students participated to theproject.
8. Citizens retained grass field during rearing period.
9. Citizens planned and held an event which is play with children on thegrass field.
10. JCI Kanazawa succeeded increasing active citizens.
11. JCI Kanazawa succeeded increasing enterprises which address to the
CSR activity.
Results : 1. Citizens have changed to the actively.
2. Cooperative enterprises were made to start positive change.
- They were not undertaken as a collaborative project with JCI Kanazawa.
They were undertaken a project as original CSR activity.
3. This project was announced positively by local television, newspapers.
- As a result, the project was dispatched successfully. recognition of the
project was increased.
4. Cooperative NPO parties were made to start positive change.
-The proposal that they would like to continue to cooperate from them.
5. Cooperative organizations were made to start positive change.
- The proposal that they would like to carry out and succeed to the projectfrom them.
In conclusion, the program ware became independency and self-sustaining
possibility.on.
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Actions Taken : 2012/10 Consultation with NPO association about division of roles andprogram succession (12 times)
2012/11/2~2013/6/20 Meeting with town (9 times)
2012/12/~2013/4 Hearing from the actual sites (16 times)
2013/1/28~2013/4/12 Meeting with A local kindergarden (3 times)
2013/1/29~2013/6/27 Meeting with B local kindergarden (10 times)
2013/2~2013/5 Consultation with Kanazawa city (11 times)
2013/3/1~ Meeting with local university about division of roles and event
planning (6 times)
2013/4/1 Renewed the Facebook page as 2013 version
2013/5/13~2013/5/30 Handed out the leaflets of information to 166
kindergardens (Target: 32,000 children)
2013/6/20 Conference of program succession (Ishikawa Club Zone)
2011/3~2011/4 Explanation to faculty members and parents (5 times, 271
people joined)
2011/5~2011/6 Planting young plants (3 places, 488 people joined, total
2,690㎡)
2012/4~2012/6 Explanation to faculty members and parents (4 times, 121
people joined)
2012/6 Planting young plants (5 places, 400 people joined, total 1,493㎡)
2012/7/19 Holding an event at local kindergarden A (286 people joined)
2012/10/5 Holding an event at local kindergarden B & C (200 people
joined)2013/4/20 Explanation to faculty members and parents, and making youngplants at local kindergarden A (43 people joined)
2013/6/5 Explanation to town (52 people joined)
2013/6/8 Planting young plants at local kindergarden A (92 people joined,
total 400㎡)
2013/6/13 Planting young plants at local kindergarden C to expand thearea (15 people joined, total 300㎡)
2013/6/22 Planting young plants at town (44 people joined, total 300㎡)
2013/6/30 Planting young plants at local kindergarden B (240 people
joined, total 3,700㎡)
2013/9/7 Holding an event at local kindergarden A (62 people joined)
Recommendations : JCI Kanazawa got to results by this project.
1. We increased participants and active citizens.
2. We increased enterprises which address to the CSR activity.
Primary factor
1. Anyone can plant the seed of grass simply.
2. Men and women of all ages were able to carry out together.
3. That the improvement of the environment in which children grow up, it
was easy to understand content.
4. Before the project, it was able to easily image the changes in theenvironment after the project.
5. Know-how has been accumulated because this project due tocontinuing three years.
From the answer of questionnaire in previous year
A participant said “I recognized that planting grass of a playground iseffective for children&rsquos health.”
On the other hand, the answer of “I am not sure”was 19%.
All participants could not understand merit of grass because there was aplace that could not grow grass in the heat wave of last year.
In this year, it succeeded in growing of grass because JCI Kanazawa wentaround and appropriate action to the playgrounds.
A point of the project
Anyone can make environmental improvement for children to grow up.
We want to convey to members of the next year.
1. Regular visiting to the playgrounds after planned grass.
(For the improvement of the project more effective)
2. Increasing enterprises which address to the CSR activity.
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This Program \"Green Lawn all over My hometown \" won \"Award Japan
2011\" of 2011 JCI Japan Conference Award program.
2012 JCI Asia-Pacific Conference Awords
Bset Local CSR Program
The principal of the Taiyo-gaoka nursery school
A 3,700-square meter vast space was able to be planted grass by
everybody’s cooperation. I am very glad that to be able to see the many
children playing vigorously on the grass.
From now on, I hope that many playgrounds will be planted grass forchildren, for the community.
The principal of the Mirai-no-Hiroba
The Children’s playing has changed to running, lying on the ground, notfear a falling, after playground was planted grass. This trend will lead to theimprovement of physical fitness. I was good to saw smile of children in asafe and secure environment.
The mayor of neighborhood in a Kigoshi-Danchi
I am glad to the project of the JCI Kanazawa. The neighbors of various
generations participated to the project. They were picking up trash in theplayground actively, became a mindful of environmental conservation,accordingly.
NTT-docomo is the biggest telecommunications enterprise in Japan.
The parson in charge of the NTT-docomo
I thought it is simply great when I heard about this project. We also have
expanded the project of going to leave nature to children, as part of the
CSR activities. I think the project of JCI Kanazawa is for many children.
Continuing is important for all playgrounds be planted grass in Kanazawa.
Moreover, I would like to extend this project to the Hokuriku area.
This project appeared 4 times in a Hokkoku newspaper which was
published 310,000 copies of each day.
This project was shown on a local TV networks, which has average of
700,000 households, in a time.

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

What were the The purposes of this project are
long-term -To encourage citizens to create positive change.
objectives of this -To make sustainable society by increasing the
program? citizen’s social contribution.
How does this The purpose of this program and the conclusion inprogram align to the Plan of Action “By working together at local,
the JCI Plan of national and international level this organization can
Action? provide development opportunities that empower

your people to create positive change” areconsistent.
1. JCI Kanazawa provides an opportunity that
positive change to the citizen.
2. We increase participants and active citizens.

Was the budget an A breakdown of the total expenditure - $6,900
effective guide for Expenditure foe set up the grounds - $1,000
the financial Expenditure for the planning and direction - $1,260
management of the Expenditure for the publicity - $4,080
project? -Invent of a decreasing expenditure-

The Long-term Local Community program gained
understanding and support from the Kanazawa Fundfor Education.
JCI Kanazawa was supported seeds of grass by the
Kanazawa Fund for Education.

How does this [The propulsion of JCI Mission]
project advance the Dare to Act
JCI Mission and The citizens and enterprises were provided an
Vision? opportunity of positive change by this program.

1. JCI Kanazawa explained about this program to112 nursery schools, 45 kindergartens, 60
neighborhood associations. Also, enterprises,
administration, NPOs, university students.
2. The citizens understood that act to thecommunity belongs to CSR and contribution tosociety.
3. The citizens participated to the program, changed
positively. They experienced importance of “Dare to
Act”.
[The propulsion of JCI Vision]
JCI Kanazawa was
A. To leading the citizens, NPOs, enterprises.
B. To held program cooperate with citizens andenterprises.
C. To shared issues with the citizens, NPOs,
enterprises, and constructed a network with them.
As a leader in the community, the network
construction to the community, we spread theaction.

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Aw ard Category criteria
Membership Participation

By number, howmany members
were involved inthis program? 14Members
By percentage,
how manymembers of the
Local Organization
were involved inthis program? 51%
Describe the main PR Team (Chairperson, Vice-chairperson,
roles of the Secretary: 3)
participating Presentations on the lawn-planting program at themembers in this meetings of the board of directors of the Kanazawa
program. Federation of Neighborhood Associations and theboard of directors of Nursery Schools Section,
Kanazawa City Social Welfare Council.
Publication of leaflets to publicize the program.

Program Development Team (Deputy Director,
General Manager, Chairperson: 3)
Discussion with supporting organizations about thesuccession of the program.
CSR Activities Promotion Team (Deputy
Director, General Manager, Chairperson, Vicechairperson: 4)
Promotion of CSR activities through presentations
at companies.
Site Selection Team (Chairperson, Vicechairperson, Secretary, Committee members: 14)
Visits to kindergartens, nursery schools andneighborhood associations that applied to participate
in the lawn-planting program, for the purpose of
explaining the program and investigating the sites,and discussing site selection.
Lawn-planting Program Organization Team
(Chairperson, Vice-chairperson, Secretary,
Committee members: 14)
Examination and implementation of the program to
improve citizens’ awareness of social contribution
and to make them active citizens throughparticipation in the program.
Lawn-planting Program Verification Team
(Chairperson, Vice-chairperson, Secretary,
Committee members: 14)
Collection of questionnaires after completion of the
program, and hearings at the relevant organizations
to verify the program.
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Aw ard Category criteria
Community Impact

How did the Local 1.JCI Kanazawa evaluated the citizens’ awareness
Organization of social contribution according to the number ofmeasure participants in the program.
community impact 2011: 488, 2012: 505, 2013: 610
for this program? 2.We evaluated awareness of the importance of CSR

activities according to the number of companies
that participated in the program.
First year: 1, Second year: 2, Third year: 3
3.We evaluated the impact of the program according
to the number of new organizations that wereformed. Two organizations were formed.
4.We evaluated awareness of the program according
to the number of times it was covered by the media.
Four articles were published in the Hokkoku Shimbun
newspaper (circulation: 310,000) and one program
was broadcast by a local TV station. (Average
number of viewers: 700,000 households).

Describe the actual
community impact
produced by thisproject

JCI Kanazawa increased the number of active
citizens-1,603 citizens participated in the program overthree years to create positive change, and became
active citizens.
-Six companies supported the program over three
years, understood the importance of CSR activities,
and increased the number of active citizens.
We expanded the program to include regional
activities.
-Two nursery schools and one neighborhood
association found out about the program throughmedia reports, and asked to participate in the
program.
-We visited the organizations, discussed with themand carried out the program.
-The supporting organizations proposed carrying out
the program by themselves. We discussed theexecution of the program with them.
-The supporting organizations made plans to carryout the program by themselves starting next year.
We were able to contribute to the establishment ofa sustainable community.

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Aw ard Category criteria
Impact on Local Organization

How did the Local 1.Increased awareness in the community
Organization The program was reported on by various media such
benefit from running as TV programs, newspapers and the websites ofthis project? supporting companies. JCI Kanazawa has gained

recognition in the community as a socialcontribution-oriented organization.
2.Improvement of Local Chapter members’ ability
The program improved Local Chapter members’
awareness of social contribution, and enhanced theirability to implement social activities. The young
businesspersons learned that companies should
contribute to society, and not only seek to make aprofit. They will make positive changes as community
leaders in the future.
3.Financial support from outside
The long-term local community development
program gained understanding and support from the
Kanazawa Fund for Education.
4.Improvement in evaluation by externalorganizations
JCI Kanazawa was highly evaluated by local
governments. In particular, the fact that Ishikawa
Prefecture gave us a proposal to support ourprogram improved our evaluation.

How did the The project gave citizens and companies
program advance opportunities to create positive change.
the JCI Mission? -JCI Kanazawa explained to citizens and companies

through past examples that planting lawns inschoolyards will contribute to society and result in
CSR.
-They understood that lawn-planting activities inschoolyards would contribute to society and result in
CSR.
-They participated in the program and createdpositive change.
They understood that it was important to “Dare toact”.
-They acted in a positive manner and increased thenumber of active citizens, in the hope that thecommunity would develop continuously.

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Aw ard Category criteria
Long-term Impact of the Program

What is the The program gave many citizens opportunities to
expected long-term improve awareness of social contribution and act
impact of this positively.
project? They will become active citizens and realize asociety that develops sustainably.
In addition, the program gave companies
opportunities to discover the importance of CSR.
From now on, they will be companies that contributeto society, not just companies that seek to make aprofit.
The citizens ’ network will become a model for social
contribution in the community, and create many
positive changes.

What changes A total of 1,603 citizens and six companies
would you make to participated in the program over the three years.
improve the results We should increase the number of citizens andof this project? companies that participate in the program and CSR

activities.

[Measures]
1.JCI Kanazawa should continue and promote theprogram to disseminate its purpose.
2.We should increase the number of lawn plantings,
and provide citizens with opportunities to create
positive change.
3.We should publicize the program to informcompanies of the importance of CSR activities.
4.We should establish a citizens ’ network as amediator between local governments, companies andcitizens.
5.We should publish a project manual to make it easy
for citizens to participate in the program.

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