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Basic Information
Duration
Description：FromtoPublic Relations period：From July 12, 2016 to August 31, 2016
Project duration: September 1, 2016 to October 31, 2016
Changes: December 1, 2016

Staff
Description: Numbers of JCI member participants
Example: Nos. of participants OO member
Committee Members of JCI Yokohama – 20 members
Sponsors
Description: This item is applicable when your sponsors are Non-JCI member
Example: OO city Volunteers
Private Companies
 Sakata Seed Corporation (Sponsorship for the flowers)
 Soba Restaurant Suzuichi (Sponsorship for the water)
Volunteer Citizens in Yokohama City Collage Students in Yokohama City
Local Government Unit
 City Government of Yokohama
Community Based Organizations
 City of Yokohama West Entrance Development and Promotion Council
BudgetDescription: Presented in U.S. dollars
Example: 10,000.00 Japanese yen should be presented as one hundred U.S. dollars
USD 0.00 for the flowers and water since all expenses are charged to the CSR
account.
USD 5,150.00 for the public relations activities to recruit project participants.

Profit/Loss
Description: If other than soliciting funds, state zero (0)0In which UN MDG best fit (if apply)?
Description:No

UN MDGs applicable item (if, any)

Who is benefited?
Description: Residents in the project area.
Residents in the area.
Citizens of Yokohama city and visitors who use the Yokohama Station West Entrance

Objective
Description: (example#1) The participants and members are encouraged to change
their mindset and seek constructive and positive outcomes through the program
designed for children.
[SOCIAL DEVELOPMENT]This is a community problem-solving program which enable to solve social problems
through CSR efforts. To address littering at Yokohama station vicinity area, citizens
are encouraged to get involved with the CSR efforts. The community beautification
program requires clean-up, planting and maintaining of flowerbeds in the said area.
[INDIVIDUAL DEVELOPMENT]To raise the collective awareness of the community to achieve clean public spaceand maintain thereof.
[GOAL]
 At the end of the program, we shall propose our city government a certain
implementing policies.


To ensure a smooth transition and transformation of the program into thegovernment based program so that the budget needed to sustain the program
will be allocated.



JCI shall form a basic program ideas, collaborate with the CSR, encourage
residents to get involved with the program and conduct a program evaluation.
The city government will be implementing a policy.

[PUBLIC RELATIONS]
1. We coordinated with the media agencies to recruit CSR participants. The
catchphrase is “like us JCI Yokohama on Facebook, then your “like” cause a one
stem of flower”. Our Facebook page also indirectly plays an important role in ourcommunity based activities.
2. We asked cooperation from the influential YouTubers to deliver the informationon unsightly environment and urge his/her viewers to join the beautification
program.

[AREA OF CONCERN] Yokohama Station is world’s 5th busiest station.
 Around 2,200,000 people per day.
 Our city government spend 3 million yearly to deal with litter.
Overview
Description: Should be coinciding with the results.
Littering in station vicinities have been a known issue among the local organizations
and they have urged our city government to address littering problems. The city
government acknowledged the littering problem but, unfortunately 5 years havepassed because they could not find any solution. Knowing such nail biting situation,
JCI Yokohama decided to take actions. First, JCI forms open innovation programideas which enable us to solve social problems through CSR efforts and got
cooperation from the private companies, communities and the city government.
Then, we undertook the social and individual development.
To enumerate:
1. Propose a seedling company our litter problem-solving program and get
consensus on the matter. Then both parties have reached an agreement that thecompany shall supply flowers for the program.
2. Propose a soba restaurant located in front of the station our litter problemsolving program and get consensus on the matter. Then both parties havereached an agreement that the restaurant shall supply water for the program.
3. Open our Facebook page to deliver the information about our litter problemsolving program, as well as let all our neighbors know that we are having
unsightly community environment.
4. Make a good use of media as an effective communication tool.
5. Conduct a clean-up drive. Procure flowers, water and participants.
6. To establish self-sustained society. For this purpose, the city government must
succeed our vision and take responsibility to sustain thereof.
7. The city government recognize the problems, then take actions to change thecommunity.
Two month after the launching of our information drive, 10 media agencies showed
their interest in our program and our objectives were disseminated more efficiently,
resulting more people to join in our effort. Furthermore, in 2-month period, we got
4000 Facebook like in our page. It tells us that we need a communitybased approach to address littering. Then it took another 2 months for the
implementationofactualclean-up
andbeautification
activities,
planting flowers for our community and eliminating litter. JCI Yokohama developed
basic program ideas which apply open innovation principles to change thecommunity. Our approach to CSR was to incorporate the CSR strategy directly into
the community based activities.
ResultDescription:

Keep the sentences short, bulleted paragraph format
State the level of achievement against the original goal
State the unexpected consequence of the result obtained in theimmediately preceding paragraphState the confirmation method of the result obtained in theimmediately preceding paragraph
1. We proposed a seedling company our litter problem-solving program and thecompany agreed to sponsor the flowers. The flowers worth ¥1,500,000.00
2. We proposed a soba restaurant located in front of the station and the restaurant
agreed to sponsor water for 2 month, 60 liters of water daily.
3. Opened a Facebook page to recruit program participants as well as let all ourneighbors know that we are having unsightly community environment. In 2month time, we got 4000 Facebook like.
4. We effectively availed ourselves of the service of 10 media agencies such as
websites, newspapers, magazines, radio and TV stations and YouTubers.
5. Last September 1, 2016, we conducted an experimental trial (operation cleanup) in the presence of our sponsor companies. All flowers and water wereprepared by the above-mentioned sponsor company. The purpose of thisexperimental trial was to test whether people's mindsets can be changed if theircommunity recognizes and appreciates the value of beautification and thenactually implements it.
The result was successful, resulted in a 90 percent reduction in littering. Also,
many people volunteered to water the flowers every day.
After the end of the trial, we talked with our city government and explained themthat this activity will become a sustainable project if they allocate a budget.
6. Last March 2017, our city government issued a statement that ¥60,000,000.00
budget to be released. At the same time, they renovated the existing facilities,buildaspacious
smokinglounge,put-upflowerbeds
andilluminating streets with trees that glow at night. Such improvements changed
unsightly environment to nice environment.
Mass media
Local TV ad - 30 seconds’ slots, radio ad (18 slots per day), promotional activities
with Japanese YouTuber, newspapers, magazines, websites – total of 10 agencies

Program impact on litter reduction
 Cigarette butt - before 2,500 sticks/day ⇒ now 500 sticks/dayCan, bottle, pet bottle - before 100 pcs. /day ⇒ now 10 pcs./day

Action taken
Description:[Study]We asked our city government and some companies about environment issues. Allof them answered that littering is a community problem which they want to solve.
[Idea]To change the unsightly surrounding of the station site, there is a need to beautify
the area with flowers. Based on this idea, we came up with the program whichcollaborate with the CSR activities.
[Action]JCI Yokohama shall not act alone. We introduce open innovation principles whichenable us to solve social problems through CSR efforts and got cooperation fromthem. We tie-up with the CSR efforts to implement clean-up program. Moreover,massive information campaign helped encourage residents to participate the projectand continue to maintain litter-free environment.
Breakdown of Resources
Flower: 40 planters, Water: 60L /day, Participants:4000 people
Mass media: 10 different agencies[Promotion]
Since various mass media cover the litter problems and enlightened the issues,
people living in the community were urged to think about it and do something tosolve the problem. To boost our information drive and let people know more about
this program, we prepared 2 videos, that are JCI Yokohama promotional video andYouTuber collaborated video to sending out our messages.
Sending public messages is very critical when you want someone to be involved withthe program. We availed ourselves of the influence of YouTuber to deliver message
to the people from 20 to 30 years old. on the other hand, we use the service of daily
radio and newspaper ad for the people aged 40 to 60 years old.
Our Facebook page is a good tool to send public message. Program catchphrase is“like us JCI Yokohama on Facebook, then your “like” cause a one stem of flower”
As a result, we got 4000 Facebook like.

Student participation
It was observed that many students have joined our program. These students took
over our spirits and did not stop their voices to be heard even after the end of the
program.
Using Facebook
Since your friends can see what you wrote in your wall, they can share your post on
their friend’s wall if wish to do so. Facebook helps delivery of messages.

Recommendations
If the objective were achieved? Which area?
Failed to achieve some desired object?
What is the reason of failure? Any improvement plan?
Simple and easy mechanism was a key to get mutual understandings and interest.
In the past, far too many people think nothing about littering but now, people arehesitated to litter because the site is nice and litter-free environment. People havelearned to practice for proper disposal.
[Fulfillment]
1. One way to mitigate littering problem at Yokohama station vicinity area. We
successfully beautify the said site.
2. Typical litters are realized that their bad habit is a cause of litter problem.
3. CSR activities positively contributed for solving litter problems both thecommunity and the local government should have been addressed.
4. We evaluated 2-month long experimental trial. Upon knowing the result, City
Government expressed their willingness to allocate ¥60,000,000.00 budget.
[Unfulfilled areas]
1. We failed to eliminate littering in the Yokohama station vicinity area.
2. Facebook like count did not reach 5000 as planned.
3. We should have recruited more volunteer caretakers so that more people would
get interested in environmental issues.

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Division: Best local CSR Project
Objectives, Planning, Finance and Execution
What were the objectives of this program?
❖ Maximum of 200 words.
1. Solve community problems with the help of CSR efforts, generate positive result
without government support.
2. Using media to send public messages.
3. Recruit as many participants as possible.
4. Conducted a 2-months long experimental trial to verify the effectiveness ofcommunity flower beautification program.
5. JCI Yokohama shall develop a policy that will promote to improve community
environments and implement the same. Furthermore, the evaluation result of ourexperimental trial to be submitted to the city government for them to transformthe program into the government policy.
6. Make progress towards achieving sustainability.
7. Share this JCI & PRIVATE COMPANY community system with other JCI in otherareas so that they can apply our system to help solving their environmental
problems.
How does this program align to the JCI Plan of Action?
❖ Maximum of 200 words.
Impact1. JCI Yokohama develop ideas as to how to solve the environmental problems withthe cooperation extended by the private company. Use the power of media todraw attention to the littering issues and recruit program participants.
2. After completion of the program, our city government expressed to allocate abudget so that this activity become a sustainable project. There have been
many changes taking place in our community.
Cooperate
Cooperation from CSR efforts and citizens
Connect
1. To mitigate the litter at Yokohama station vicinity area, JCI Yokohama act as aleader to incorporate the CSR efforts and residents. All of us worked together asa new team.
2. We have successfully developed a society that can influence the community,
uplift the company engaging CSR efforts so that the city government urged to
implement environment sustaining policies.

Was the budget an effective guide for the financial management of the project?
❖ Maximum of 150 words.
This program saves USD3,000.00 of the city’s yearly budget for trash collection.
The flowers and water cost USD0.00 since all expenses shall be shouldered by CSR.
We allocated USD5,150.00 in payment for the media services to effective delivery of
public messages.
*Activities of JCI Yokohama were well delivered to the public since local TV and radio
stations, newspapers, town magazines and YouTuber took up our program.

How does this program advance the JCI Mission and Vision?
❖ Maximum of 200 words[MISSION]
Social Development:
To establish a relationship between private company and citizens, devise
development goal and implementation of proposed plan based on the concept ofopen innovation. The city government was having difficulty to mitigate the litter
issues at Yokohama station vicinity area at a time when we introduced our program.
Human Resources Development:
Draft a story of successful anti-litter initiative, encourage residents to join the
program. Residents and station passengers are provided with an opportunity tomake positive changes.
[VISION]
Social Vision:
To create a litter-free culture under the litter prevention project.
To attest that CSR efforts have the influence needed to change the community.
Turn over the program evaluation data to the city government.
To hold a meeting to discuss about Yokohama station beautification and produce
proposed plans to secure a budget.
Human Vision:
To make our neighborhood look great and more pleasant place to live.
To provide opportunity to think about waste disposal issues.
To take actions to solve environmental issues.
To introduce this open innovation system to other areas.

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Community Impact
How did the Local Organization measure community impact for this project?
❖ Maximum of 200 words
CSR have been proven to possess strong influence to change the community.
Effective public relations campaign can play a role in recruiting participants.
Once JCI Yokohama was invited to attend GREEN FAIR - environmental learning
program conducted by a group addressing the environmental challenges by way oftree planting. In the ceremonial speech, the organizer expressed their appreciationand he fully recognized our efforts against the litter problems saying: JCI Yokohama
is a proactive community leader, took an initiative to conduct anti-litter program andhave successfully worked with private company. We found that the eye
images significantly reduced littering rates or improved proper disposal among theresidents.
The city of Yokohama is highly urbanized with the population of 3,700,000.
Littering has been a constant bother for the station area stakeholders. Our programand system could be mitigating measures.
We value to think about the things we want to accomplish. JCI Yokohama acts as aleader and motivate private company to take actions because we are willing to movetoward that vision in order to realize. Then let the city government know what wehave accomplished without their support. It is also our strong wish that JCI effort
may increase the corporate value of the cooperating company and both of us cancontribute toward community change.
Describe the actual community impact produced by this project.
❖ Maximum of 300 words
Littering continues to be a problem on busy and vital train stations. Our approach issimple and easy to implement, what you need is a good relationship with thecommunity and private company. In fact, a certain organization asked us if they
could apply our program to their area.
After the completion of the program, the city government allocated ¥60,000,000 for
the CSR and as a first step, structural or other physical modifications to existing
facilities have been made. Now smokers can use spacious smoking shelters and the
newly installed flowerbeds are preventing littering. Moreover, the city government
use trees to light out streets at night for the beautification purposes. Such
improvements changed unsightly environment to nice environment.
We have learned that the public must be realized the fact that littering in Yokohama
station vicinity area is already become serious environment problem due to thevolume of trash generated by 2,200,000 passengers every day. We should dosomething right now, not only to cover the garbage disposal cost but also to improvethe environmental condition of Yokohama station where welcome gate to the visitors
all over the world.

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Alignment to One or More of the Ten Principles through Concrete Measures.
Which of the ten principles of CSR did this project target?
❖ Maximum of 200 words[Environment]
8. Undertake initiatives to promote greater environmental responsibility.
We need to deliver public messages to raise the collective awareness, especially for
those using Yokohama station vicinity area so that every one of them will develop asense of responsibility for their actions. Let them get involved in the program byencourage them to pick up litter and support garbage collection activity (CSR #8)
How did this project contribute to the promotion or implementation of the ten principles
of CSR?
❖ Maximum of 200 words
First, we have raised concerns about the littering problems in Yokohama station sothey would know the size of the problem. Once People are aware of andunderstand issues, they become more self-conscious and careful about their
behavior, become more conscious of the presence of litter in less obvious locations.
Such behavior change gradually minimize littering in Yokohama station.
＊Require 4 images

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Result Achieved
Which objectives did this program achieve?
❖ Maximum of 200 words
Around 2,200,000 passengers use Yokohama station everyday but the numbers ofsmoking shelters are not enough to accommodate smokers. The city government
spend 3 million each year on waste disposal.
Community problems that CSR successfully solved.
Many residents jointed the program.
The city government took actions to move towards the goal of sustainable
society.
Establish JCI & PRIVATE COMPANY community system and share with other JCI
in different areas so that they can apply our system to help solving theirenvironmental problems.

What were the concrete results of the project?
❖ Maximum of 200 words
 Various media covered littering problems in Yokohama station vicinities and theirreports raised collective concern of the public.
 Clean-up drive contribute to litter problems mitigation in Yokohama station.
 Our program resulted in installation of flowerbed, newly renovated spacious
smoking shelters and trees and twigs light up at night.
 JCI effort may increase the corporate value of the cooperating company and CSR
efforts have the influence needed to change the community.
 The private companies and residents acknowledge and appreciate the efforts of
JCI Yokohama.

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Impact on Local Organization
How did the Local Organization benefit from running this project?
❖ Maximum of 200 words
We raise collective awareness of Local Chapter Members to get connected with thelittering problem in Yokohama station vicinity area because we wanted more people
to know the amount of litter around, so they would know the size of the problem.
And the best way to do this was to get as many people as possible to go out and dosomething to reduce litter.
From now on, Local Chapter will continue to adopt mitigation measures needed
to tackle the problems to set a new precedent and to answer to the community
needs. In order to achieve our goals, we would rather conduct open innovation
programs instead of proposing social businesses or conducting solo programs since
open innovation programs are expected to form collaborative environment between
government and industry.

How did the program advance the JCI Mission?
❖ Maximum of 200 words
We could not have fulfilled the JCI Mission if no one support us. We have fulfilled
our mission because we got empathy. As a first step, we proactively talked to Local
Chapter members about our program to raise collective awareness of them.
＊Require 4 images

Page 8Long-term impact of the Program
What is the expected long-term impact of this project?
❖ Maximum of 200 words
Since littering can affect government, community and industry, each stakeholder
must work together to solve the issues. This is the reason why litter problem-solving
programs are considered as an excellent example when you talk about collaborative
problem solving.
This is a program to address littering problems happening around us in our own
community. The program can be introduced to any other Local Chapter all over theworld. It can be modified if Local Chapter wish to do so to reasonably address theirissues and concerns, Furthermore, the program participants can tell the rest what
they should know, let them understand that uplifting their efforts will be good forthemselves and the community. They will realize that their efforts will achieve muchor have a lasting impact if the rest of the population move to do their part to stop
littering.

What changes would you make to improve the results of this project?
❖ Maximum of 300 words
Various media covered littering problems in Yokohama station vicinities. Media
successfully delivered our messages and we have got empathy. More people get
emotionally connected with the issues, more private companies offer to help ourprogram. Such movement caused our city government and community to takeactions. The best way to give significant impact is have mutual understanding toward
the program, people show empathy toward the program, get people emotionallyconnected with the issues.