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Awards Entry

2016 Jci Congress In Quebec, Canada
Peaceful Public Relations
JCI Japan
Best Local OMOIYARI Project

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Entry Information
Award Program: 2016 JCI Congress in Quebec, Canada
Category: Best Local OMOIYARI Project

NOM Information
National Organization: JCI Japan

National President:

Shigenari Yamamoto
E-mail: japan@jci.cc

LOM Information
Local Organization: JCI Yokohama
President: Takao Tonouchi
President Email: takao_tonouchi@yanasetech.co.jp

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Basic Information
Duration : PR 7/12 to 8/31, Project 9/1, 2016
Staff : 341 member
1) city of government. 2) community organizations. 3) companies. 4)Sponsors :students.5) volunteer
Budget : USD5,150.00
Profit / Loss : 0
In which UN SDG bestfit (if apply): ?:Citizen of Yokohama city and visitors who use the Yokohama Station
Who is benefited ?:West Entrance
Objective : To realize permanent world peace, we must identify and understand theneeds of community.
Yokohama Station is one of the busiest station and the numbers ofpassengers is ranked 5th in the world.
Around 2,200,000 passengers use the station everyday but the station
have only 2 smoking areas. Due to lack of smoking areas, many smokers
just litter cigarette butt. The city government spend 3 million every year
for the litter disposal.
We put up flower planters in station vicinity to beautify with flowers andcreate an atmosphere that smokers just can’t litter cigarette butt.
Our activity may influence the public to keep our town clean, free of litterand to have OMOIYARI spirit. We want people who like the idea andextend support to us will experience OMOIYARI spirit and cause them tochange their way of thinking.
As a community leader, JCI Yokohama proactively take actions forrealization of permanent world peace.
Overview : Littering in station vicinities have been a known issue among the localorganizations and they already requested the city government to tackle
littering.
The city government was fully aware of the littering problem but,unfortunately 5 years have passed because the city government and the
local organizations could not found any solution.
Knowing such bitter situation, JCI Yokohama decided to act as acoordinator to bundle communities, city government and privatecompanies. Furthermore, we took action to form a new community so that
we create story of problem solving.
It is necessary for us to have OMOIYARI spirit so that our message iseffectively disseminated to the public. Also it is important for us todetermine the needs of the community before commencement of the
project and recruit supporter as many as possible. Identify andunderstand the issue can draw interest toward the community.
Once we get support and understanding from the community members, it
can be considered that we transmit friendly OMOIYARI spirit.
JCI Yokohama opened environment issue promotional page to our
Facebook for the purpose of raising concern about littering in Yokohama
station vicinity area.
10 organizations from the media were impressed with our endeavor andthey covered littering problem in Yokohama station vicinities and theirreports raised concern among the public. As a result, we got 3880 like in
50 days for our Facebook page. Also we explained to the stakeholders
regarding the series of events and the same time they acknowledged that
we already have supporters who understand the purpose of this program.
In view of this, we arrived at the conclusion that littering problem should
be handled by our community.
Moreover, we were able to secure flowers from the sponsor company.
Flowers are indispensable factor in this program since they can actuallycontribute to beautify the subject area.
Results : 1) 10 media organizations covered littering problem in Yokohama station
vicinities and their reports raised concern among the public.
2) As of August 31, 2016, we got 3880 like for our Facebook page.
Sponsor company supplied us 40 flower planters carrying 3880 pieces offlowers, equivalent with the 3880 like we got. All planters are placed near

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the smoking area.
3) We discussed with the community organizations as to the care offlower planters. It is agreed that they take responsibility of watering andcleaning together with volunteers.
4) It is also agreed that they get water from a certain restaurant located atsite.
5) Putting up 40 flower planters a key to our success for eliminating
littering in the Yokohama station vicinity area. We successfully beautified
the subject area.
【We availed the service of the following media】
1) Local TV 30 seconds slots2) newspapers3) radio (18 slots per day)4) collaboration with popular You Tuber, website
total of 10 organizations【Volume of litter BEFORE putting up flower planters】
Cigarette butt 2,500 sticks/day
Can, bottle, pet bottle 100 pcs./day【Volume of litter AFTER putting up flower planters】 *As of September
10, 2016
Cigarette butt 500 sticks/day
Can, bottle, pet bottle 20 pcs./day
Actions Taken : 【Study】
We interviewed the city government officials, community and nearby
company to directly hear from them. All of them answered that they must
do something to solve littering problem.
【Idea】
If the certain area is very clean, everyone refrains from littering. Based on
this idea, we decided to putting up flower planters in Yokohama station
vicinity area.
【Action】
As a first step, we negotiated with the private company regarding theimplementation of clean-up project and they expressed their interest andunderstanding. This company promised to supply flowers and water.
Flower: 40 planters, Water: 60L/day【Promotion】
Since various media cover this problem and enlighten the issue, people
living in the community were urged to think about it and do something tosolve the problem.
To back up the media coverage and enhance our activity, we prepared
JCI Yokohama promotional video and You Tuber collaborated video tosending out our messages.
Most important things to do when you want someone to be involved in
CSR is continue to send out your message to the public. Identify thetarget and choose media that effectively communicate to your target.
For example, You Tuber video is effective for the age group 20s – 30s,
daily radio ad for the age of 40s – 60s. We also utilize Facebook, eachlike count as one flower.
【Use of Facebook】
Since your friends can see what you wrote in your wall, they can shareyour post on their friend’s wall if wish to do so. It helps disseminate yourmessage.
Recommendations : Simple and easy mechanism was a key to gather many supports.
We successfully beautify the subject area with flowers and create an
atmosphere that people just can’t litter. It has been observed that people
started to practice for proper disposal.
【Fulfillment】
1) We beautified Yokohama station vicinity area as a way to solve littering
problem.
2) We raised awareness about garbage problem. Those people who litter

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habitually in Yokohama station vicinity area now realized that their badhabit is one of the cause of garbage problem.
3) We advanced one step forward to have an answer to unsolved matterspending before the office of the city government and community
organization.
4) We set 2-month observation period. We evaluate the effectiveness of
our idea to beautify with flower planters, then give feedback to the city
government.
After that, we make plan which is fit to the project led by private sector.
Moreover, we make system for proper turnover of the project to the city
government.
【Unfulfilled areas】
1) We failed to totally eliminate littering in the Yokohama station vicinityarea.
2) We did not get enough like to receive flowers needed to cover thewhole area.
3) We planned to get 5,000 like but the result was only 3,888
4) We should have more volunteer caretakers so that more people will beallowed to take part in the program.

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Award Category criteria

1

Objectives, Planning, Finance and Execution

What were the 1) This CSR is a pilot program to determine whether
objectives of this media will show interest in activity led by private
program?

sector, evaluate their ability to effectively relay
messages to the public.

2) First, JCI Yokohama act as a project proponent andhave caused the movement, then followed by program
evaluation. After that, evaluation result will be
forwarded to the city government for proper turnover ofthe project.
Our ultimate purpose is that the city government willcause drastic environment uplifting movement.
3) We can share ideas regarding how to build
community among JCI, city government and privateorganizations with other JCI branches.
How does this 【Impact】
program align to JCI Yokohama focus attention on the community wide
the JCI Plan ofenvironmental issue. We disseminate information via
Action?

media so that the public will be aware of the issue wetackle.
【Cooperate】
A company in Yokohama supplies flowers and water
During the first 2-month period, JCI Yokohama andcommunity organization take care of flowers.

【Connect】
In order to improve the environment of Yokohama
station vicinity area, JCI Yokohama act as a coordinatorto guide communities, city government and privatecompanies. New community was established as wework as a team.
We got support and understanding about environment
improvement of Yokohama station vicinity area. While
implementing the program, we get connected with thecity government, community, private company andorganizations
Was the budget an This program saves USD30,000.00 of the city’s yearly
effective guide for budget for trash collection. And flowers and water
the financial
require USD 0.00 budget since the sponsor company
management of
the project? promised to supply.

Lastly, we allocated USD5,150.00 in payment for theservice availed (2 media organizations: popular radio
station and You Tuber)＊Our program was effectively disseminated to the
public through local TV, newspapers, radio, town
magazine and You Tuber.

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How does this 【Mission】
project advance The littering problem in Yokohama station vicinity area
the JCI Mission
remains unsolved since there are some circumstances
and Vision?

that make things difficult for the city government.
Upon implementation of our program, we first image
our goal then compose a scenario leading to success.
In the course of making plans, project evaluation reportmust be submitted to the city government and discusswith them about the future of the Yokohama station
beautify program.

【Vision】
Commuters who usually use Yokohama station areprovided with the opportunity to positively change theirmindset.
We put up flower planters in order to prevent people
from littering, create an atmosphere that people just
can’t litter. The project provides a good opportunity for
us to think about garbage.

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Award Category criteria

2

Cooperation for the Sake of World Peace

How did this We let the public know about littering problem inproject extend the Yokohama station vicinity area.
presence of peace
We must acknowledge the fact that litter in Yokohama
in yourcommunity? station vicinity area is already become serious

environment problem due to the volume of trash
generated by 2,200,000 passengers every day.
We have to do something right now to improve theenvironmental condition of Yokohama station wherewelcome gate to the visitors all over the world.
Implementation of Yokohama station vicinity area
beautify program unite the city government, communityand private organization to work together for realizationof permanent world peace. We implement station
beautify project as a new approach for community
support.
How was Littering is a problem that will affect whole
cooperation used community. Almost all the hub stations are facing
to promote peace?

problem just like Yokohama station.
Our program is designed for the community, having asystem that community can implement by themselves
regardless of project scale.
To have a system that require collaboration andcoordination among the city government, communityand private organization is absolutely important since itworks as foundation in solving different problems.
This system is a foundation of the community and leadthem to permanent world peace.

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Award Category criteria

3

Community Impact

What was the We send out message to the public regarding theintended littering in Yokohama station vicinity area to raisecommunity
awareness.
impact?

This movement lead us to create an atmosphere thatpeople just can’t litter. Implementing the beautification
program produced an atmosphere that people just can’t
litter, thus the volume of litter remarkably reduced.

Describe the actual Littering is a problem that will affect wholecommunity impact community. Almost all the hub stations are facing
produced by thisproblem just like Yokohama station.
project.

Our program is designed for the community, having asystem that community can implement by themselves
regardless of project scale. Every community can apply
this system to solve their problem.
We let the public know about littering problem in
Yokohama station vicinity area. We must acknowledge
the fact that litter in Yokohama station vicinity area isalready become serious environment problem due to thevolume of trash generated by 2,200,000 passengers
every day. We have to do something right now, toimprove the environmental condition of Yokohama
station where welcome gate to the visitors all over theworld.
Implementation of beautification program unite the city
government, community and private organization towork together for realization of permanent world peace.
We implement station beautify project as a new
approach for community support.

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Award Category criteria

4Impact on Local Organization

How did the Local This project caused Local Chapter members to know
Organization about the littering problem in Yokohama station
benefit fromvicinity area and they got involved in environment
running thisproject? improvement of the said area.

In the future, when Local Chapter conduct programwith the third parties, especially in relation withgarbage program, this program can be used as a good
example to help solving the problem. Or this can be ananother good example as to how to build public-private
partnership in addressing the needs of community.
How did the The program cannot succeed without the support andprogram advance cooperation of the entire organization and the local
the JCI Mission?

residents.
Thus, as a first step, we start to raise awareness of the
Local Chapter members and provide opportunities tothink about garbage problem.
Our project members actively invite other members tojoin the program.

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Award Category criteria

5Long-term Impact of the Program

What is the When we implement environment improvement
expected long-term program to address the garbage problem, we are
impact of thisrequired to closely coordinate with the city government,
project?

community and private sector.
However, such close relationship can raise our
motivation and will become a good example foranswering the needs of subject community.
Thus, the project should be sustainable and we must
maintain such relationship.
The purpose of our program is to solve the problem inour community caused by littering.
Since this is a problem that directly affect us, ourapproach can be introduced to every Local Chapter allover the world. They can modify the program as
according to their needs for implementation. Also local
residents are informed that this is a problem may be
happening everywhere and every one of them can relay
messages to the others for raising concern aboutgarbage problem.

What changes Various media covered littering problem in Yokohama
would you make to station vicinities.
improve the results
Their reports raised concern among the public and thisof this project?

movement lead us to gather more sponsor companies,
receive more support from the city government andcommunity.
The more people understand, the more people you
affect.

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