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JCIAwards Entry

2016 Jci Congress In Quebec, Canada
Garbage resolution projects (Changes for the flowerstation)
JCI Japan
Best Local Corporate Social Responsibility (CSR)
Program

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JCIPage 1

Entry Information
Award Program: 2016 JCI Congress in Quebec, Canada
Category: Best Local Corporate Social Responsibility (CSR) Program

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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JCIPage 2

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 : First we coordinated with the local media company to gather participant
for our CSR program. The concept of this program is the beautificationand improvement of the environmental condition of the subject areas. Thesystem is, if you “like” our JCI Yokohama Facebook page, your likecounted as one flower. In short, beautify the current dirty and messy area
to the clean and beautiful area with flowers.
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 tolack 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 others to keep our town clean, free of litter.
We want people realize the problem happening in Yokohama station
vicinities caused by littering.
Overview : Littering in station vicinities have been a known issue among the localorganizations and they already requested the city government to tacklelittering.
The city government was fully aware of the littering problem but,unfortunately 5 years have passed because the city government and thelocal organizations could not found any solution for the reason that theyfailed to fix conflicting opinions.
Knowing such bitter situation, JCI Yokohama decided to act as acoordinator to bundle communities, city government and privatecompanies. Furthermore, new community was established in order tomake a plan for problem solving scenario.
JCI Yokohama uploaded promotional message to our facebook for thepurpose of disseminating our project to the public. 10 organizations fromthe media were impressed with our endeavor and they covered littering
problem in Yokohama station vicinities and their reports 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 andthe same time they acknowledged that we already have supporters whounderstand 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
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.

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4/14 ページJCI4) 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 litteringproblem.
2) We raised awareness about garbage problem. Those people who litter
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 communityorganization.

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5/14 ページJCI4) We set 2-month observation period. We evaluate the effectiveness ofour 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 3,880
4) We should have more volunteer caretakers so that more people will beallowed to take part in the program.

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JCIPage 3

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 we work as a team.
We got support and understanding about environment
improvement of Yokohama station vicinity area.
While implementing the program, we get connectedwith the city government, community, private company
and organizations
Was the budget an This program saves USD3,000.00 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 thepublic 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 provide a good opportunity for
us to think about garbage.

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JCIPage 4

Award Category criteria

2Community Impact

How did the Local Our activity influences the community. In fact, otherOrganization organization was motivated by our program and theymeasureconducted Green Fair and its streamer or board wascommunity impact
placedat the station vicinity area.
for this project?

In the ceremonial speech, community organization
expressed their appreciation toward us saying JCI
Yokohama takes responsibilities as our community
leader and implementing clean project for ourcommunity.
Indeed, the volume of litter is remarkably reduced.
People started to think about littering. The program
become more effective when the public understand andsupport the activity.
The city of Yokohama is highly urbanized with thepopulation of 3,700,000. Littering is not a problem
limited to our area but also many other areas having thesame issue and those stakeholders are hoping that ourprogram and system could be a solution.
To achieve our goal, we need to image the future. We
will act as a leader in implementing activities led byprivate organization.
By doing so, we can evaluate our program effectivenessand submit the review result to the city government for
proper turnover. We do this because the city
government should be the one to address theenvironment uplifting matters in future.
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, notonly to cover the garbage disposal cost but also toimprove the environmental condition of Yokohama
station where welcome gate to the visitors all over theworld.
Thus, we implement station beautify project as a new
approach for community support together with the city
government, community, private organization.

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JCI

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JCIPage 5Award Category criteria

3

Alignment to One or More of the Ten Principles through Concrete
Measures

Which of the ten 【Environment】 8. Undertake initiatives to promoteprinciples of CSR greater environmental responsibility.
did this projecttarget?

We need to send out a strong message to the public,
especially for those use Yokohama station and nearby
area so that every one of them will develop a sense of
responsibility for their actions, let them involved in the
program by encourage them to pick up litter andsupport garbage collection activity (CSR #8)

How did this First, we send out message to the public regarding theproject contribute littering in Yokohama station vicinity area to raiseto the promotion orawareness.
implementation of
the ten principles Then we successfully beautify the subject area andof CSR? create an atmosphere that people just can’t litter. As aresult, volume of litter collected from the subject area
remarkably reduced.

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JCIPage 6

Award Category criteria

4

Results Achieved

Which objectives Around 2,200,000 passengers use Yokohama station
did this program everyday but the station have only 2 smoking areas.
achieve?

Due to lack of smoking areas, many smokers just litter
cigarette butt.
The city government spend 3 million every year for
litter disposal.
We utilize facebook in our program. If facebook user
like us, it counts as one flower.
Trash (poor environment that nobody cares
litter➡clean environment that people hesitate to litter➡
refrain from littering ➡stop littering)
Let the public know about Yokohama station west
entrance littering problem that remains unsolved quite
sometimes. And create an atmosphere that people just
can’t litter.

What were the Various media covered littering problem in Yokohama
concrete results of station vicinities and their reports raised concern amongthe project?

the public.

As of August 31, 2016, we got 3880 like for ourfacebook page. This we were able to put up many
flowers supplied by the sponsor company.
West Ward Social Welfare Council extend their support
for us and they serve as a volunteer flower care taker.
Our program, beautify the station vicinity area withflowers is accounted a success since the volume of litter
remarkably reduced.
【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

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JCI

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JCIPage 7

Award Category criteria

5Impact 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 theLocal Chapter members and provide opportunities tothink about garbage problem.
Our project members actively invite other members tojoin the program.

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JCIPage 8

Award Category criteria

6Long-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 ourmotivation and will become a good example foranswering the needs of subject community. Thus, theproject should be sustainable and we must maintainsuch 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 asaccording 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. Their reports raised concern among
improve the results
the public and this movement lead us to gather moreof this project?

sponsor companies, receive more support from the city
government and community.
The more people understand, the more people you
affect.

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