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Awards Entry

2013 Jci World Congress
Nadeshiko Project
JCI JAPAN
Best Local UN MDG Project

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Entry Information
Award Program:Category:

2013 JCI World Congress
Best Local UN MDG Project

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 : 2013-05-21, 2013-08-17, 2013-08-18
Staff : 30 Members
Sponsors : Mitsui Fudosan Co., Ltd.
Budget : 76000 US Dollar
Profit / Loss : None
In which UN MDG bestfit (if apply): ?:Who is benefited ?: 130 million population living in Japan
Objective : The Program was initiated for the purpose of developing Japan to a lighter
level by changing people\'s mindset that men and women should work
closely with each other from the bottom of our hearts. The Program aims
at changing the mindsets of the people who consciously or unconsciously
have the bias of \"because we are men\" or \"because we are women\" sothat they can embrace problems and try hard to find solutions.
Overview : In the world, Japan is an under-developed country in terms of gender
diversity while the female office holders and managers stay around 2% and5.5% respectively (data source: The Small and Medium Enterprise
Agency). On the other hand, women are strongly willing to participate in
the society. According to the investigation made by Intelligence, thelargest Japanese employment support agency, among 1000 females aged
between 25 and 35, 73% hope that they can work until at least 65 years
old. The Program aims at pinpointing the current problems and defining thesocial visions in order to solve those problems. The Program specifies thesocial visions by finding problems and their solutions in the society where
both men and women are part of it. So it can help the troubled managers,
women who are working and men find the solutions to specific problems
by better understanding the women\'s characteristics and put them ingood play continuously. With the career people as the starting point,
Japan will be made into a society where women can play a more importantrole. As a result, the concept of Gender Diversity itself may disappear
while we can make our society a better one where men and women are
equal, actively involved in all parts of the society. The Program was firstplanned by a female only committee of JCI Tokyo, the first of its kind. In
Japan, almost all the members of JCI Tokyo are men. As the Program wasplanned by the committee made of females, every involved lady has beenso active never seen before. In May 2012, the Program was carried out
with the theme of \"Not bound by the borders of hearts to make Japan abrighter future with women playing more important roles\". A fashion show
was also staged by common male and female members to depict theimage of working women Mr. IKKO, a well-known Japanese transgender
beautician, delivered a speech about what the borders of hearts are. The
panel discussion focused on success stories of introducing diversity
management, and specific methods on how to solve problems when thecompanies start to give full play to females. The expert panel included
Masako Tanaka, representative of Tanaka Souken who has made a fastretailing company (UNIQLO) to bounce back in the shape of V, Yumiko
Kamata, a director of East Japan Railway Company who has succeededin making the six month turnover exceed 200 billion Yen by better utilizing
the railway station as the retail facilities from the viewpoint of ladies, andSoah i, who are a beautiful life producer successful as a manager and an
artist. The Program implemented in August 2012 was themed on \"WWC(World Women Confederation) - The World is my stage\". Coordinated by
Ms. Ohe, Chief Editor of WEDGE, a famous monthly in Japan, such
experts as managers working in foreign funded enterprises, ambassadorsfrom Islamic countries and specialists from Asia Pacific rim talked about
the importance of fundamental mindset and communication rather thancommunicating by words in order to learn the common mindset andcommunication methods in the world. Moreover, Aya Sumimoto, a famouswww.jci.cc/eawards2n/print.php?lang_id=1&u=34359

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actress and now an animal protection activist, Uhara, an entrepreneur andpolitician engaged in PR branding, and Ms. Stephen, an instructor for Miss
Universe talked about communication, their own utilization and production
method. In order to learn the real diplomatic experiences in overseas
countries, Fumiko Hiyashi, mayor of Yokohama and a role model who has
pioneered in stepping into the society and politics as a female, who had
the opportunity to run APEC and talk with Mrs. Hillary Clinton talked about
her growing steps, the foundation of her current stand point, and the
diplomacy regarding world market and political situation based on her own
experiences. The August Program was a two day event when sub forums
were held focusing on beauty, international society, finance, matchmaking activities and love. Based on the May and August Program events,
two press handouts were created respectively. The handouts were
distributed after the events. The handouts were effectively distributed tospread the purpose of the Program organized by JIC Tokyo, which is topromote the change of people\'s mindset in order to make our society abetter one where men and women can work closely with each other fromthe bottom of our hearts.
Results : According to the questionnaire, 73% participants in May Program havehigher awareness about the importance of cooperation between men andwomen while getting to know the difference of two genders compared tothat before the event. Actually 85% participants in August Program have
got fresh understanding. Regarding the May Program, 756 participants
came to the event though the number of expected participants were 700.
Among them, 470 were not members of JIC Tokyo. We were able tocommunicate our claims to more external participants. The questionnaire
was carried out towards the participants in May and August Program.
Though the answer rate was not high, about 30%, it was helpful to provethe event effects. Especially the questionnaire made in May Program
helped prepare the contents of August Program. And the handouts werecreated by referencing to the questionnaire results. Thanks to theProgram, the participating members have learnt the importance ofcooperation between men and women from the bottom of their hearts while
understanding the difference between them. Though Vice President,
Executive Vice President and President responsible the Program are men,they have learnt the importance of mutual recognition after the events weresuccessfully held via cooperating with females by respecting each other.
The objective evidence is that the percentage of female directors is
expected to reach 10% two years since the Program was started. This isan unexpected achievement before the events. The Program was
implemented to encourage the participating female JIC members
nationwide. One year later, the national JIC Nadeshiko Women Group wasestablished. Therefore, this JIC Tokyo campaign should spread nationwide
to activate the female members. The members have taken the lead to
remove the bias related to gender and change the mindset, one step
closer to a society where it is taken as granted that men and womenshould equally involved in all parts of social life. According to thequestionnaire carried out in August Program, more than 95% common
participants replied that they have changed their mindset.
Actions Taken : 2012 January: established Nadeshiko Committee in JCI Tokyo. Started
preparing the plan. February - March: mainly decided on the May Programplan and created Nadeshiko Press Vol. 1. April 11: Nadeshiko Committee
adopted the decision on May Program and started the discussion about
the August Program. April 27: The Executive Committee adopted thedecision on May Program and started the discussion about the August
Program. May 14: Nadeshiko Committee discussed about the August
Program. May 15: Nadeshiko Press Vol. 1 articles contribution. May 21:
Implemented the May Program and completed Nadeshiko Vol. 1. June July: Prepared Press Vol. 2, collected and analyzed the questionnaire
about the May Program. June 13: Nadeshiko Committee discussed about
the August Program. June 27: The Executive Committee discussed about
the August Program. July 9: The Executive Committee adopted thedecision on the August Program. August: Nadeshiko Press Vol. 2 articles
contribution August 17: Completed Nadeshiko Press Vol. 2 August 17 www.jci.cc/eawards2n/print.php?lang_id=1&u=34359

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18: Implemented the August Program September - October: collected andanalyzed the questionnaire about the August Program. Summarizationand next year plan by the Committee.
Recommendations : Generally speaking: The Program was initiated to enhance the awarenessthat both men and women should work closely with each other to makeJapan a better society and change people\'s mindset. Consequently,
though the Program was organized by JCI Tokyo most of whose members
are men, over half participants were women and it has aroused widespreadechoing among different levels. And according to the questionnaire survey,
over 80% participants have started to realize the necessity of mindset
change and take specific actions. As the female members were actively
involved in the Program from planning to operation including the May andAugust events and two handouts preparation), JIC Tokyo has attracted
attention from other JIC branches. The members, especially women, fromother JIC branches nationwide participated in the Program (50 in May and
80 in August) and made their comments and thoughts. All the comments
are positive while over half said that they have understood that theJapanese women have excellent power. This trend has spread to other JIC
branches and members with more dynamic female member activities.
Moreover, the JIC members have been more closely tied up. The national
JC Nadeshiko Women Group was established in July thanks to theProgram. That is to day, the JIC mainly made of male members havemade the nation know the importance of women power with the Programas the starting point. Moreover, we have established closer ties with otherassociations. Three associations have shown their interests in the
Program and we have received their proposals for cooperation. About the
May Program: The opening fashion show depicted women splendid indifferent jobs and the images of men supporting them in the back. As in
IKKO\'s keynote speech and the following questionnaire survey, we havereached common understanding from a great number of normal citizens byusing the method of entertainment. The participants felt that the show has
depicted the persons who are committed to work and life by overcoming
the borders between men and women, making their own dreams cometrue, and acquiring the understanding from the society. The panel
discussion focused on the personality and capability difference rather than
the gender by touching upon the importance of Diversity Management. The
panel discussion has led to the conclusion that the gender label isoutdated. We should recognize the personality of different genders, help
each other make excellent achievements, and create a prosperous
society. The environment where working women are welcome means that
employers have no gender bias against men or women and this is the time
when a variety of personalities and capabilities are accepted. This is ourtarget and we should make an inclusive society. About the August
Program: The theme of overcoming the borders between men and women
were positively received by the participants who have started to realize theimportance of the topic. Based on this, the August Program further
touched upon how to give full play to our own personalities rather thanbecoming a normal person. In the globalized society nowadays, we should
give full play to our own personalities and create an environment which istolerant of difference. And the participants should break their own
boundaries and find new potential opportunities. During the first day panel
discussion, two foreign experts used easy words to explain on how to findourselves in the globalized society. The Vice President of JETRO alsodelivered a speech on Active Japanese Women in the Globalized Society
by talking about his workplace. The words were close to our own lives
rather than that of a remote world. Mr. Ohe acting as the coordinator madesummarization from time to time to make the audience better understandthe topics. He succeeded in leading the audience to understand on how tofind ourselves in the globalized society and to relate ourselves to theglobalization from the viewpoint of the audience who is not often personallyinvolved with foreign countries by providing detailed hints and final
summarization. Fumiko Hayashi talked about how she explored her own
position in the strict Geinokai by dramatically modifying the dance. Quite
some responders said that her speech helped them understand the
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meaning of self respecting and self releasing from the viewpoint of amanager. Some others were impressed by the concept of toughness,doing what should be done, and the importance of animal protection. There
were also comments that her speech were a bit distracted from the topics.
According to the questionnaire survey results, the second day panel
discussion and workshop were held in an interesting way though they
were a bit abstract in order to achieve the conference purpose. Regarding
the speech delivered by major Fumiko Hayashi, quite some participants
said that it\'s worth listening to and it\'s good study. However, the August
Program was not as good as the May Program in terms of mobilization
due to lack of promotion. Future actions: Understand ourselves, open our
minds, understand our own country and traditional culture, enhance ourcommunication capabilities which are not only reliant on words, and makeourselves closed related to the globalization. We should actively makeourselves related to other nationalities and other cultural communicates,
have the attitude to embrace other cultures and nationalities. And thebranches should respect different regions while working together toshoulder the responsibilities of bridge making. Moreover, the voices of theaudience are to be communicated via the Committee\'s Facebook accountafter discussion and sharing at the workshop. The growing personalcommunication capabilities are related to creating a mature society. In atrue sense, it will lead us to create a globalized society where otherpersonalities are duly respected. External recognition: The May Program
won the Excellent Award in the field of National Life Support by Award
Japan 2012.

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

What were the The Program was initiated for the purpose ofobjectives of this developing Japan to a lighter level by changing
program? people¥'s mindset that men and women should work

closely with each other from the bottom of ourhearts. It is important to foster talents necessary toJapan in the globalized society, who can contributeto building a brighter future. As the Program wasplanned by the committee made of females, every
involved lady has been so active never seen before.
In addition, JCI features very high percentage ofmale members and the Program was the first try of
its kind which was proposed, planned andimplemented by female only committee so that both
men and women can learn from our hearts that it isimportant to respect and help each other.

How does this The Program was carried out with an aim to building
program align to a society where men and women respect and help
the JCI Plan of each other, in compliance with the concepts of UN
Action? MDG #3 and #5 promoting gender equality andupgrading of female status. As Japan is a latestarter in this regard, the Program was a try to build
a society where a variety of capabilities andpersonalities are tolerated and respected disregardof gender. (Reference: corresponding parts of JCI
Action Plan Seek the establishment of a partnershipwith a UN or other international agency to promote
gender equality and maternal health (MDGs 3 and5)) It does comply with JCI Action Plan 2013 whichaims at responding to the world¥'s needs bychanging the awareness of involved members

Was the budget an The total budget amounted at 76000 USD among
effective guide for which about 26000 USD came from sponsorship.
the financial About 60% of the budget was spent on the event
management of the site related items. As both the May and August
project? Program was held in the large sized retail place inRopponki, one of CBDs in Tokyo, the site related
expenses were quite high but we have solicited a lotof sponsorship with mobilization.

How does this JCI Mission: The Program was related to the theme
project advance the of positive change with an aim to providing
JCI Mission and development opportunity to youngsters and build a
Vision? better society in terms of both the event itself andevent structure. JCI Vision: To promote a society
where people respect each other from the global
viewpoints.

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Aw ard Category criteria
Membership Participation

By number, howmany members
were involved inthis program? 30 Members
By percentage,
how manymembers of your
Local Organization
were involved inthis program? 40%
Describe the main Executive Vice President: Takashi Hasuike Viceroles of the President & General Administration: Tetsuro
participating Watanabe Chairman: Yoko Nitadori Vice Chairman:
members in this Ikuko Yogi, Mami Hatano, Hiroko Komuro, Yumi
program. Fukushima Executive Committee Chairman: Sumie

Takazawa VIP: Miki Konishi, Yukie Ishiyama, Masami
Mizuno, Nami Yoshioka Guard and Guide: Mitsunori
Kimura, Masato Tanaka, Masakatsu Goto, Maho
Shinagawa Reception: Kumi Kitamura, Aya
Miyamoto, Masashige Izumi Report and Photo:
Tomoharu Fujita Accessory and Prints: Mii Nagano
Fashion Show: Yayoi Tochino

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Aw ard Category criteria
Community Impact

How did the Local At different stages during the Program
Organization implementation, questionnaire surveys were carriedmeasure out. The questionnaire survey results were analyzed
community impact among the Program participants. Moreover,for this project? regarding two Nadeshiko Press handouts, theinterviews were carried out to check whether this isa good start to exert positive impacts on the local
communities or not. The participating JCI members
who do not live in the Program neighborhood also
carried out follow-up check to see whether new
programs with the same theme and purpose could
be started in their respective neighborhood or not.

Describe the actual
community impact
produced by thisproject.

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According to the questionnaire survey results, about
90% Program participants have had their awarenessenhanced somewhat. By brining this home with the
Project as the starting point, this kind of campaigns
were started across the country to build a society
where full play is given to women power and both
men and women highly respect and help each other.

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Aw ard Category criteria
Link w ith UN Agencies or Partnerships

List any UN
Agencies thatparticipated in any
way. Describe theirinvolvement. (write
N/A if none) N/A
List any otherpartners thatparticipated in thisprogram. (write N/A Mitsui Fudosan Co., Ltd. Tokyo Genki Project
if none) Asakusa Shop Association Hollywood Beauty Group
How were partners
engaged to Mitsui Fudosan Co., Ltd. Hollywood Beauty Group :participate in the They provided their hall. Tokyo Genki Projectprogram? Asakusa Shop Association : As show members

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Aw ard Category criteria
Long-term Impact of the Program

What is the Changing our own mindset and promoting our own
expected long-term values are the first step to build a better society.
impact of this Not only has this been learned by the event
project? participants and members, but also will they act

more actively by making better use of different
personalities and respecting the other people inorder to build an inclusive society. Similarly, ourconnections can be widened by furthering the bonds
with other associations and people who share thesame free and positive concepts and actions. Fromthe long term point of view, it is for sure that the
Project can be spread to the whole country andwomen can play a more important role. With theProgram as a starting point, we will, on the long run,build a society where both men and women are
equally involved, never seen in the history of Japan.

What changes The campaign should be further promoted towould you make to improve the results. The similar movements have
improve the results been started across the country like waves. Theyof this project? should be widely reported and covered by a lot of

media. The Project was completed successfully withthe power of women only. In the future, women cantake the lead while men¥'s power is also involved tocomplete the event, so that we can step closer tobuild a society where moen and women supplement
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