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Awards Entry

2013 Jci World Congress"Build our town" Project
JCI JAPAN
Best Local Corporate Social Responsibility (CSR)
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Entry Information
Award Program:Category:

2013 JCI World Congress
Best Local Corporate Social Responsibility (CSR) 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 Nagoya
Takenori Kato

President Email: takezo8808@gmail.com

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Basic Information
Duration : October 8, 2012
Staff : 40 members
City of Nagoya, Nagoya City Board of Education, 3 LEGO-Group
Sponsors :companies
Budget : US$16660
Profit / Loss : NONE
In which UN MDG bestfit (if apply): ?:2.2 milion citizens living in Nagoya City including pupils who go to
Who is benefited ?:elementary schools in Nagoya City.
Objective : [Objective 1]
We, JCI Nagoya should create nex t generations w ho implement
OMOIYARI in terms of community development.
[Objective 2]
We, JCI Nagoya should encourage citizens and raise aw areness ofsocial contribution to achieve Objective 1 above.
Achieving objectives w ill lead to the creation of a stable communitythat can realize sustainable development.
[Background]
1. According to the public opinion poll of Nagoya City, ONLY 4.8% of thecitizens answered that they are currently take part in the community
development.
2. If there are not many citizens that participate in community
development, there is no opportunity of mutual understanding, therefore,
solving local challenges is impossible.
3. In solving community problems, it is required to apply OMOIYARI as anorm of conduct;
4. Mutual understanding of other’s values caused by OMOIYARI produce
mutual respect of human pesonality.
5. The next generation is requested to take part in community
development because they play a key role in building future Nagoya City.
6. For that purpose, it is necessary to offer an opportunity for mutual
understanding w ith others to the nex t generation
7. For that purpose, it is necessary to raise aw areness of theimportance of fostering the nex t generation by OMOIYARI to
citizens
so that they can find a future vision or goal in terms of community
development.
Overview : [Overview ]JCI Nagoya has gathered 100 people belonging to the next generation to
implement Youth Fostering Program in 3 steps.
LEGO group companies supplied LEGO bricks and gave a lectureon brainstorming seminar using LEGO bricks so that JCI Nagoya
members can serve as a menter for a team.
1. Learn & Think:- An expert in community development has accepted to cooperate as a
facilitator (an expert in advancing the program).
- The next generation learns about local history & culture watching the JCI
Nagoya\\’s research videos.
- The next generation discusses attractiveness and challenges of thecommunity together with community representatives
under the theme of ’A town where the citizens live with OMOIYARI as anorm’.
- Get ideas on community development.
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2. Specify & Ex press:- The next generation expresses what they think about the community
future by means of LEGO bricks, applying the same concept.
- 10 teams consisting of 10 members from the next generation are formed.
- JCI Nagoya members offer support to these teams as a mentor (advisor
in advancing the program ).
- Presentation of individual brick w ork is made within a team.
Discussion about each work within a team.
- Consolidate the ideas of individual creation to produce one total
brick w ork as a team.
- Discuss w ithin a team w hat should be done in order to create thecommunity as imagined in the completed w ork.
- Combining each member\\’s idea found in a w ork, one complete
w ork is produced by a team.
- Discussion in a team regarding w hat to do in order to create thecommunity as ex pressed in the completed brick w ork.
- Creation of the future by cooperating in a team, making use of individual
ideas.
3.Transmit & Implement:- All works are exhibited in the event site where 3000 citizens gather.
- Presentation of the creation is made to the parents of the next generationand visitors, followed by exchange of opinions.
The next generation will learn about the history and the culture of thecommunity using films.
For the next generation, it is an opportunity to think about the community
development seriously through discussion with intellectuals.
The image of future community is expressed with LEGO blocks, which isa good training opportunity to give specific expressions.
10 different ideas of the next generation will be integrated to make one
total creation, which is a training of taking action after understanding thenecessity and benefits of cooperating for the community development.
By discussing what should be done in order to realize the image of LEGO
creation, awareness as a central player of community development willgrow.
By exhibiting creations in the event site where many citizens come,motivation on community development of the next generation will beenhanced.
The next generation takes initiative in thinking about community future in
the form of presentation to the citizens at the event site.
Using this as an opportunity to encourage visitors who see the creations
to change positively.
Results : [SUMMARY OF THE RESULET][Result 1]
The next generation discovered a vision or a goal regarding community
development with OMOIYARI as a norm of conduct.
1. The next generation learned to respect for human rights mutually byhaving a vision or a goal regarding community development withOMOIYARI as a code of conduct.
2. The next generation learned that good environment in the city was kept
by citizens who have a vision or a goal regarding community developmentwith OMOIYARI as a code of conduct.
[Result 2]
Citizens\' aw areness of social contribution w as developed by
fostering the nex t generation.
[REASONS][Reason for Result 1]
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The reason for 1:-Through the process, they learned the difference of values andpersonnality of other participant’s;-90% of the participants answered that they w ere able to understandand respect others through w orking together to produce a joint
w ork.
-85% of the participants answered that they worked together with theirteammates to create a future town w ith a respect for other particiant’sopinioin = other particiant’s values and personality.
The reason for 2:-Through the process, under the mutual understanding of the next
generation, Environment-concious city plan w as created;(example)
Work title: A town with full of green and beauty;
Discussion of this title:comments such as "to pick up trash" or "to plant flowers together" were
presented.
[Reason for Result 2]
Comment by a person in charge, of a LEGO Group company,
cooperative partner of this projectAt first, I simply thought it was an excellent project.
As the budget was too small to buy many LEGO brick s as required, I
really wanted to cooperate to the greatest extent possible, so I decided toapply this project as a CSR activity of our company.
I am sure that this event has brought favorable change to children\'s
growth.
I want you to continue and I am willing to continue our support, too.
The effectiveness of the program was proved.
I hope that JCI members will disseminate this program to otherorganization as well as other communities.
Persons responsible from Nagoya City government and Nagoya City
Board of Education came to see the project. As the project w as
highly appreciated, adoption of this project as a youth education
program of Nagoya City is under consideration.
Result of Hearing to the citizens w ho visited the site:"Knowing how the next generation think s about the community wasstimulating.""As I learned about what the next generation think s about, I felt it
necessary to re-examine how the community development should be.
"First of all, we must tak e action for bright future of the next generation."
Actions Taken : [Progress of the project plan]
Year 2012:
March: Project planning;
April: Observation of other organization\\’s projects, Verification of
successful cases;
May: Holding of a council of advisers meeting on reconsideration ofcommunity development;
June: Discussion and selection of contents (approaches) ;July: Demonstration and verificationy JCI Nagoya members, Projectplanning;
August: JCI Nagoya members attended mentoring course introduced by a
LEGO Group company;
September: Accept applications; Start of PR activity;
October: Holding of the project event;November: sending thank-you notes;
follow-up verification with cooperative companies; Schedule meeting on
future activity.
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Project event’s schedule:
Reception:-Greeting of organizers, Presentation of the event;Part 1 start:-Presentation of images of community research by JCI Nagoya,-Discussion by the next generation and the experts in community
development;
Part 2 start:-Instruction of how to assemble LEGO bricks, Creation of individual work;-Formation of a team (JCI Nagoya members serve as mentor);-Presentation of individial work;-Sharing of each idea through discussion;-Production of a work by team, integrating each one’s idea;-Presentations of works among participants;
Part 3 Exhibition of works at the event site;-Presentation of works to visitors/exchange of opinion;-Wrap-up by the experts in community development
Our program is nothing but the process of OMOIYARI;
mutual understanding, compassion and doing what you should do.
JCI Nagoya’s vision was understood by many citizens.
JCI Nagoya was succeeded in educating CSR activities of companies andbeing understood.
JCI Nagoya was succeeded in making the citizens intiate actions.
Recommendations : [The Process to project success]Giving form to ideas and images of an individual which verbal expressions
cannot cover.
↓
Sharing of such ideas and images among team members.
↓
Sharing of such ideas and images as those of a team.
↓
Giving a form to the ideas and images shared within a team.
In this OMOIYARI process, an individual can feel that he/she iscontributing to community development while playing a different role.
Moreover, motivation is enhanced by visualizing individual sense of value
and contribution in a work.
This procedure enables to change individual awareness and action into a
positive direction.
[Problems that need improvement]-A team consisted of 10 members.
-This means that there were 10 different ideas to consolidate and it wasdifficult for the next generation to integrate all of them.
-There were some works in which all ideas were not included.
[Solution]-To form a team with smaller number of members.
-JCI Nagoya members will further enhance mentoring ability to support
the activity.
[Advantage of this program]-Being a program where people of the next generation can cooperateeach other.
-This facilitated POSITIVE CHANGES[Message to the members of the coming year]-Continuation of this program.
-Making use of this program among Local Organisation in ordr to clarify
the common images/goals of attitude, quality and skills desired forcommunity leaders.
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cooperative partner of this project]
At first, I simply thought it was an excellent project.
As the budget was too small to buy many LEGO brick s as required, I
really wanted to cooperate to the greatest extent possible;
so I decided to apply this project as a CSR activity of our company.
I am sure that this event has brought favorable change to children\\’sgrowth.
I want you to continue and I am willing to continue our support, too.
The effectiveness of the program was proved.
I hope that JCI members will disseminate this program to otherorganization as well as other communities.
[Medias]Coverage in a local newspaper (circulation: 2.76 million)
News report on a local TV station (subscribers: 4.8 million households)

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

What were the [Objective 1]
objectives of this We, JCI Nagoya should create next generations
program? who implement OMOIYARI in terms ofcommunity development.
Our project is defined as an implementation formaking the next generation respect each individual’svalues by applying OMOIYARI as code of conduct
and as a tool to bring about a social development.
[Objective 2]
We, JCI Nagoya should encourage citizens andraise awareness of social contribution toachieve Objective 1 above.
The achievement of our objective is expected
to lead to a cultivation of a sustainablecommunity development.

How does this [About Objective 1]
program align to This program corresponds to the following 2 points.
the JCI Plan of 1. Our project in educating active citizens of the
Action? next generation corresponds to JCI Objective.

2. Having the aim of holding views and objectives forthe future in creating active citizens.
[About objective 2]
JCI Nagoya corresponds to creating opportunities
for the local citizens to eduate their future
generations, and achieve positive changes bycontributing to their society.
To deepen mutual understanding, we took a great
concern in clearly expressing our ideas and values inconcern with the next generations of the local
community.

Was the budget an A budget saving planning for our CSR activities
effective guide for Originally, if all the Lego blocks were to be prepared
the financial through self fund, the budged would have reach 120%
management of the of the current figure.
project? JCI Nagoya discussed with the person in charge ofthe cooperative companies about the planning of thefirst project. The cooperative companies decided tocarry out the project as CSR activities and supplied
50% of the Lego block expenses.
As a result, the budget of the project were cut downsaving 20% of the estimated cost.
Though it costs US$3. 2. 00 for a JC member toprovide educational seminars that are classified asbusiness seminars as a mentor on that day, it wasprovided for free as a CSR activity.

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Advancement of JCI mission
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project advance the [Objective 1]
JCI Mission and The next generation in the community understood
Vision? the importance of OMOIYARI and positively

changed their opinions by aknowledging theimportance of practicing OMOIYARI for thedevelopment of the society.
[Objective 2]
Under the initiative of JCI Nagoya, our project has
proceeded by local companies, administrations andlocal citizens out of acts of social responsibility inbringing awareness in cultivating OMOIYARI within
their community.
Advancement of JCI Vision[Objective 1]
Under initiative of JCI Nagoya, the next generationof 3. 000 citizens in the community were provided
opportunities to change positively including parents.
From our project the following leads haveestablished:
From JCI Nagoya to the next generation↓
From the next generation to the citizens↓
From the citizens to other citizens[Objective 2]
Under the initiative of JCI Nagoya, local companies,
administrations and citizens established a network inorder to educate their next generations about theimportance of OMOIYARI by carring out our planned
project.
Our program achieved in causing the local citizens
understand the importance of creating cooperative
network.

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2

Aw ard Category criteria
Community Impact

How did the Local [Objective 1]
Organization An investigation of the results of action was carriedmeasure out by the participants of the project, and collected
community impact surveys were taken into consideration in each stage
for this project? of our project.

[Objective 2]
Comment by a person in charge of a LEGOGroup company, cooperative partner of thisproject
When we were offered this project, we simply
thought it was a great project.
Nonetheless, some people thought that the budget
was too little to buy enough Lego blocks.
However, we obviously wanted to contribute to theproject and cooperate as CSR activity of ourcompany.
It projected a good opportunity for the children’s
growth.
We hope that the project will continue and we arewilling to cooperate again in the future.
This project proved in positive result.
We would like the members of JCI Nagoya to further
spread the program to other groups andcommunities.
A person in charge of Nagoya city and the Board of
Education in Nagoya have inspected the project.
The evaluation was good and it is being considered
to be taken into the program for Youth Education.

Describe the actual
community impact
produced by thisproject.

- Participants who became aware of society
development through the next generation also
participated in other next generation development
projects of JCI NAGOYA which were held on thatday.
- A person who is in charge of Nagoya city and theBoard of Education in Nagoya have inspected the
project.
The evaluation was good and it is being considered
to be taken into the program for Youth Education in
Nagoya city.
- JCI NAGOYA created opportunities allowing thenext generation to have initiative and to work
towards promoting the importance of OMOIYARI.
The next generation provided the opportunity for
citizens to change their thoughts positively.
From this, the next generation has learnt that theiractive action gives a positive change to thecommunity.
From JCI Nagoya to the next generation↓
From the next generation to the citizens↓
From the citizens to other citizens

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The next generation has learnt that once a
connection occur, it leads to a chain of positivechanges and eventually gives a positive change inthe world.

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Aw ard Category criteria
Alignment to One or More of the Ten Principles through Concrete
Measures

Which of the ten The project defined following 2 goals derived fromprinciples of CSR the 10 CSR principles.
did this project Principle 1: "Companies must respect and support intarget? protecting human rights, which is decleared asinternational responsibility."
Respecting human rights of others is core of
OMOIYARI movement.
Respecting others is protecting others’ humanrights.
The companies which participate the project support
protection of human rights.
Principle8"Companies must take initiative in taking a
big responsibility in relation to the environment." Thegoal of our project is defined as to create asustainable community development through byimplementing OMOIYARI movement.
The companies which participated in our project
cooperate in creating sustainable sociaty.

How did this - JCI NAGOYA expressed to the participating
project contribute companies about the importance of CSR activities
to the promotion or related to human rights and environments.
implementation of - Cooperative companies demonstrated great
the ten principles of interest in their responsibility in understanding the
CSR? current situations of their community, and carry out

our CSR activity plans for human rights andenvironment movement.
- JCI Nagoya established new networks between
local companies and community.
- Cooperative companies took social responsibilities
related with the protection of human rights andenvironment by practicing CSR activities.

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Aw ard Category criteria
Results Achieved

Which objectives [The Achievement of Objective 1 ]did this program The project has succeeded in letting the next
achieve? generation encompass visions and objectives about

the development of their society, while respecting
human rights based on the OMOIYARI sandard of
conduct.
The new young generation has realized that theirpositive initiative and actions will lead to a positive
impact on their community.

[The Achievement of Objective 2]- Succeeded in improving the citizens’ motivation insociety contributing in coaching the next young
generation in a similar manner as Objective 1highlighted above.
What were the [Concrete Results from Achievement of Objective 1]
concrete results of All of the 100 participants were able to express their
the project? own vision and objectives in regards to the Legoblock work, and was able to present their opinions toother participants in the group.

- 90% of the participants answered "Theyunderstood each other’s opinion and respected it."
- 85% of the participants answered that they madetheir work based on the theme of "the town living onfollowing OMOIYARI as standards of conduct"- The next generation were divided into groups anddiscussed about what must be done towards theimplementation of the vision of the work and eachgroup presented their opinions.
- The next generation gained opportunities tochange 3,000 citizens positively throughpresentations and exhibitions.
From this, the next young generation has learnt that
their active actions will give a positive change totheir community.
[Concrete results from the achievement of objective
2. ]- - Improved companie’s motivation in thecontribution of society and the desire to continue
the project.
- It has been considered into the program for Youth
Education in Nagoya city and similar original projectwill be carried out by administration for future.
- After seeing the positive changes in the next
generation, the visiting citizens were motivated totake action in bringing up the next generation.

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Aw ard Category criteria
Impact on Local Organization

How did the Local Improved evaluation of local organization by
Organization the administration
benefit from running A representative in charge of Nagoya City
this project? administration and the Board of Education in Nagoya

has inspected our project.
The outcome of the evaluation was positive, and it is
now being considered to be taken into the programfor Youth Education in Nagoya city.
Commitment to CSR activities in cooperation
with local organization of companies.
By the numerous discussions from the projectplanning stage through result of the project, a solid
network with local companies has been established,making cooperation for future activities possible.
Improved level of familiarity to the citizens
The project has been featured in the local
newspaper and Television.
It has also been reported in the administrative
papers.
JCI Nagoya was recognized widely as a organization
which takes actions together with citizens.
The advancement of OMOIYARI Movement
The next young generation has learnt about
OMOIYARI Movement through our program andspread its philosophy into their community.
The member of JCI Nagoya has deepened theirunderstanding in OMOIYARI Movement from theprocess of the program including the preparation.

How did the [About Objective 1]
program advance -Encouragement of the next young generation to
the JCI Mission? take OMOIYARI as standards of conduct.

-Provided opportunities to the next generation tounderstand the importance of OMOIYARI Movement
through creating Lego block work.
-Provided opportunities to the next young
generation to change positively by mutually
understand and cooperate with our project.
-Provided opportunities to the next young
generation to promote OMOIYARI Movement
through Lego block work.
-Provided opportunities to the community to set off
a chain reaction of positive changes.
[About Objective 2]-JCI Nagoya encouraged the local companies tobecome more aware of the social responsibility bycontributing in our CSR activities and cooperatingwith other local companies and administrations inorder to establish a network in promoting OMOIYARI
Movement.

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Aw ard Category criteria
Long-term Impact of the Program

What is the -Companies are given opportunities to
expected long-term become aware of the importance of CSR
impact of this activities and acknowledging to support the
project? citizens’ OMOIYARI Movement, which means

taking increased responsibility in protecting
human rights.

Through the project, the next young generation ismotivated to become more involved in theircommunity development .
As a result, our project led to an increased numberof active local citizens.
Our project resulted in the cultivation of asustainable development of the community.
-By the continuing action based on OMOIYARI
Movement carried out by the next young
generation, the concept of mutual
understanding within the citizens is expected
to permanently settle within the local
community.
This sets off an ongoing chain reaction of positivechanges.
What changes 1. Increase the number of companies participating
would you make to It is important for JCI Nagoya to promote the value
improve the results of our CSR activities, and to inform that ourof this project? program leads to the development of leadership incompanies. It is also necessary to encourage moreparticipation of other companies in the future.

2. There was some difficulties in holding the programas the role of the facilitator was too extensive andour program is highly specialized.
Therefore, the program needs to be somewhat lessspecialized.
3. By the practice of our program within the localorganizations, the needs for the local community
leader to adapt these foundation of new ways ofthinking, talents and skills will be understood.
4. By the practice of our program within the localorganizations, the needs for the local community
leader to adapt these foundation of new ways ofthinking, talents and skills will be understood.

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