Awards Entry

2013 Asia­pacific Conference
Fusion of traditional city and innovative citizens
JCI JAPAN
Best Local Community Empowerment ProgramPage 1

Entry Information
Award Program:Category:

2013 Asia­Pacific Conference
Best Local Community Empowerment Program

NOM Information
National Organization:

National President:

JCI JAPAN
Kosuke ObataE­mail: yu­ai2@oregano.ocn.ne.jp;
secjjc@mrh.biglobe.ne.jp

LOM Information
Local Organization:
President:

JCI Kanazawa
Masahiro Fujiya

President Email: fujimasa0722@gmail.com

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Basic Information
Duration : 2012,8,6～8,12
Staff : 18Members
Ishikawa Prefecture/Kanazawa City/21st Century Museum,Sponsors :Kanazawa/Local newspaper (70% local subscript
Budget : 24472 US dollar
Profit / Loss : None
In which UN MDG bestfit (if apply): ?:Who is benefited ?: For the 460,000 people living in Kanazawa city
Objective : The overall goal of this project is to get the citizens of Kanazawa actively
involved in the dynamic development of the local community.
The overall goal of this project is to get the citizens of Kanazawa
actively involved in the dynamic development of the local
community.
The goals of this project are as follows:
1. To help citizens feel proud of their local community and work
actively to promote the dynamic development of local community.
2. To help citizens recognize anew the unique characteristics of theirlocal community.
3. For JCI Kanazawa, to capitalize on Kanazawa’s designation as a
UNESCO Creative City of Crafts and Folk Art, and increase its
degree of recognition both domestically and overseas.
(Creative City of Crafts and Folk Art: A creative city network project
established by UNESCO in 2004. UNESCO certified Kanazawa as a
Creative City of Crafts and Folk Art in 2009 in the craft division.)
Overview : Kanazawa boasts a wide variety of traditional crafts that have developedwith the town’s history. These traditional crafts have been highly regarded
as works of art both at home and abroad. Kanazawa is also justifiably
proud of its historically valuable buildings and townscape.
JCI Kanazawa has combined these two appealing local community
characteristics to create new appeal.
We have also worked with residents on local community improvement
programs that express this appeal of the local community.
The details are described below.
1) We have previously conducted the following surveys:
Surveys on local community improvement
Dialogue between citizens and experts on local community
improvement
Determination to utilize the appeal of the local community for local
community improvement
2) We have communicated the significance of our movement to citizens
and promoted our activities positively.
Reached out to citizens and organizations interested inparticipating in the JCI project
Publicized the goals of the JCI movement through local media inorder to convey them to the public
Organized presentations by a professor specializing in local
community improvement
Explained the appeal of the local community as well as thenecessity and future potential of our movement

Held an open talk show downtown with experts on traditional crafts,
one of the appeals of the local community, to convey our movement
to the public
Reiterated the importance of our project to JCI participants topromote positive change
3) We conducted the activities listed below, in cooperation with the public
and participating organizations to convey the appeal of local community
characteristics.
Projects in areas with historical townscapes
Citizens from the areas to be used as venues agreed with the JCI
project and made 26 traditional buildings available for us as projectvenues.
Exhibited the works of 70 traditional craftsmen to highlight theappeal of historical buildings and traditional crafts.
Showcased the appeal of the local community by offering
opportunities for visitors to meet craftsmen.
Conducted PR activities at home and abroad to increase
recognition in the appeal of the local community and its
characteristics4) We held meetings with experts to promote continuing positive activities
with citizens.
Results :1. Local governments, citizens, corporations, and NPOs that support
the principles of JCI Kanazawa participated in the project, which
helped to increase the number of active citizens.
2. Organizations that participated in the JCI Kanazawa project thisyear expressed their interest in continuing to work with us. This
provided potential for our movement to continue.
3. Organizations that participated in the JCI Kanazawa project thisyear expressed their interest in conducting unique projects using
the JCI Kanazawa project as a model. This contributed to the
expansion of our movement.
4. JCI Kanazawa helped citizens recognize the appeal of local
traditional craft. Citizens were able to gain knowledge in order toconvey the appeal of the local community.
5. The JCI Kanazawa project lead to an increase in the recognition of
Kanazawa City by publicizing to the world the appeal of local
traditional crafts and townscapes via TV programs produced by thenational broadcasting station.
­ In questionnaires filled out by citizens attending the event, 86% statedthat their recognition of the appeal of Kanazawa’s local community
had been reawakened.
­ Comments from the mayor of Kanazawa are displayed below.
“This project can have a social impact.
I’m looking forward to the social impact that continued activities by
JCI Kanazawa will have. They consider our town from a global
perspective.”[The results of 1)]
The number of organizations that share the goals of JCI Kanazawa’s
program to actively improve local communities increased. (10organizations)[The results of 2)]
Other organizations are expected to continue activities in the future.
[The results of 3)]
The number of active citizens increased.
[The results of 4)]
A new appreciation of the appeal of their local community was awakened
in citizens.
Citizens were able to gain knowledge in order to convey the appeal of theirlocal community.

[The results of 5)]
The TV program was broadcast to 150,000,000 households outside Japan,
and it lead to increased recognition of Kanazawa City and increased
awareness of the appeal of the local community.
Actions Taken : 201112/16 In order to resolve problems, JCI Kanazawa exchanged ideas withlocal community experts.
2012
1/25 We exchanged ideas with government representatives concerning
improving local communities.
2/3 We exchanged ideas with crafts experts concerning improving thecharacteristic appeal of local community.
3/25 We exchanged ideas with local communities concerning improving
local communities.
3/30 We explained the goals of our activities to NPOs.
4/10 We exchanged ideas with universities (fine arts departments)
concerning improving the appeal of the local community.
4/17 We sought the understanding of the mayor of Kanazawa over the JCI
movement.
4/18 We sought the cooperation of the government in improving thevisibility of local community both domestically and overseas.
4/27 We sought the cooperation of the government in planning the project.
5/26 We held an explanation meeting for concerned parties who had
endorsed the movement.
6/27 We held a press conference for all media outlets to launch our
movement.
7/17 We held a lecture meeting for citizens and local chapter members tolaunch our movement.
7/29 We held an open talk show downtown with experts to publicize ouractivities.
8/6­8/12 We carried out our project in Kanazawa city to launch our
movement.
We publicized the appeal of the local community in real time via regional
SNS and the media to those who did not visit the venue.
8/28 The TV program on the appeal of local community was broadcast
overseas.
9/21 We held a meeting with experts and those involved for verification.
10/10 The TV program produced by JCI Kanazawa to publicize the appealof the local community was broadcast in Japan.
Recommendations :We were able to obtain the understanding and approval of citizens
for the vision we have adopted for our towns.
We were successful at convincing organizations of the necessity
for improving local communities.
We were provided with the chance to raise the awareness of
citizens about improving local communities.
We were successful is awaken and mobilize citizens into action.
We were able to create a model case for a program to improve local
communities, focused on citizens.
We were able to widely publicize the appeal of the local community
through the TV program and SNS.
In order to expand out movement even further, it is necessary to
encourage cooperating organizations to continue to work with us.
Going forward, it is necessary to spread the results we’ve achieved
so far across the entire local community.
We rediscovered the importance of positive change in awarenessthrough this project. We need to set the goal of increasing active
citizens for future projects.
In order to effectively develop our activities, it is necessary for us tomake the opportunity to listen to opinions from all people involved,
immediately after a project is completed.

1. Because of the cooperation we received from a national broadcast
TV station, we were able to reach a vast range of viewers: 16 million
households in Japan and 150 million overseas.
2. The results of the transmission about our movement were to gain
the cooperation of 10 organizations and the understanding of many
citizens; it was a very positive result.
3. Cooperating organizations were successful in developing andtransmitting the characteristic appeal of local community.
4. Our SNS messages were seen by 45,595 individuals, whichshowed that we succeeded in broadly publicizing the appeal of thelocal community.
[Cause of 1)]
We were able to spread our movement widely because of the interest
taken by the national broadcast TV station in the movement.
[Cause of 2)]
Because JCI Kanazawa carried out a continuous project, recognition of our
movement has broadened.
[Cause of 3)]
Because the cooperating organizations worked together, a synergy wasborn for the characteristic appeal of local community.
[Cause of 4]
Because local chapter members shared articles about the project, theinformation could be broadly publicized.
Because the SNS system expanded the spread of information like a chain
reaction.
JCI Kanazawa created an opportunity for citizens, NPOs, local
communities and governments to join a movement to improve local
communities.
JCI Kanazawa provided opportunities for each organization to cooperateand succeeded in creating new appeal for the local community.
JCI Kanazawa acquired a method of broadly publicizing our activities.
Because this project contributed to the increase of active citizens, it isworth continuing.

Domestic Evaluation
From a hearing of JCI Kanazawa members
We felt that there were still many charms of communities.
The characteristic appeal of communities was transmitted in acompact manner.
We recognized the depth of traditional crafts and culture anddiscovered new appeal.
We were able to realize a wider spread of our movement throughthe participation of many organizations.

We received evaluations from the following people:
Kanazawa Mayor Yukiyoshi Yamano“This project had a social impact on Kanazawa City.
Everyone at JCI Kanazawa is looking at our city from a global perspective,
and I am looking forward to the continued social impact this movement will
have on Kanazawa.”
21st Century Museum of Contemporary Art, Kanazawa Director Yuji
Akimoto“This movement was able to transmit the appeal of local community byworking together with other organizations.

This allowed them to transmit the appeal of local community to many
people, a very commendable result.”
Newspaper articles
1) Hokkoku Shimbun/12 articles (circulation 300,000)
2) Hokuriku Chunichi Shimbun/2 articles (circulation 100,000)
3) Asahi Shimbun (Hokuriku version)/2 articles (circulation 15,000)
Domestic TV broadcasts Widely transmitted to citizens through 8
broadcasts on 5 local TV stations (700,000 households viewing).
Transmitted widely throughout Japan through 1 satellite broadcast (16million households viewing).
Overseas TV broadcasts
The appeal of our town was transmitted overseas through 1 broadcast on
NHK World )150 million households viewing).
Radio broadcasts
1) MRO Radio/2 times (Service area population 2.8 million people)
2) FM Ishikawa/1 time (Service area population 1 million people)

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Award Category criteria

1

Objectives, Planning, Finance and Execution

What were the We do the following to improve local community:
objectives of this
1. We produce active citizens to develop local
program?

community.
2. We bring together participants from local
community to provide information about thecity¥'s appeal to citizens in various parts oflocal community.
3. We helped citizens rediscover the appeal of
local traditional crafts and townscapes.
4. We promote the appeal of local both inside andoutside Japan, in order to increase awarenessof Kanazawa by taking advantage of the factthat it is a UNESCO-designated Creative Cityof Crafts and Folk Art.
(Creative City of Crafts and Folk Art: A
creative city network project established by
UNESCO in 2004. UNESCO certified Kanazawa
as a Creative City of Crafts and Folk Art in2009 in the craft division)
5. We continue carrying out projects that allow
citizens to positively improve their community.

How does this [JCI Kanazawa encourages cit izens ofprogram align to Kanazawa to be proactively involved in
the JCI Plan of development of local community]
Action?

1. JCI Kanazawa increases the number of active
citizens who participate in developing local
community.
2. JCI Kanazawa works together with citizens
and informs citizen of projects to develop local
community.
3. JCI Kanazawa encourages citizens who
support our activities to convey them toothers.
4. JCI Kanazawa carries out activities that allow
citizens to continue improvement of the local
community.
5. JCI Kanazawa establishes sustainable
partnerships with citizens to create a better
society.

Was the budget an JCI Kanazawa informed government organizations
effective guide for and companies about the project to help them
the financial understand our goals, and obtained 40% of the
management of the budget from such organizations.
project? Budget outline:

Event venue cost: 13,000 USD
Advertising cost: 11,000 USD[Ideas for budget cut s]

1. We held press conferences when announcing
information to the media.
We reduced event venue costs by using an art
museum, which cooperated with us in making
project-related announcements, as the venue
for press conferences.
2. We reduced costs by asking not only JCI
Kanazawa, but also other organizations working
with us, to send out information.
3. We reduced advertising costs by focusing on
using media that allowed us to send
information for free, such as newspapers, TV
programs, and SNS.
4. We reduced venue costs by using places madeavailable by cooperative citizens who
understand our movement.
How does this [Implementing JC I Mission]
project advance the We implemented JCI Mission by doing the following:
JCI Mission and
1. JCI Kanazawa provides opportunities for
Vision?

citizens to convey the appeal of their local
community, and did so with the cooperation of
26 venues who understand our movement.
2. JCI Kanazawa has implemented multiplying theappeal of the local community We provided
opportunities for the younger generation tocreate new appeal in their community.
3. JCI Kanazawa cooperates with otherorganizations (10 organizations including local
governments, NPOs, corporations, and local
communities). In doing so, we provide theopportunity for the younger generation to
engage in activities connected with improving
their local community.

[Implementing JC I Vision]
We implemented JCI Vision through the following
measures:
1. Through this project, JCI Kanazawa expanded
its global network by increasing the number ofactive citizens among young citizen from local
community.
2. JCI Kanazawa understands the importance ofits movement and has worked on enlightening
the younger generation in the local community.
We have cooperated with young people as
leaders of the local community.
Together with them, we have taken theinitiative in implementing our movement.

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Award Category criteria

2

Membership Participation

By number, howmany members
were involved inthis program? 18Members
By percentage,
how manymembers of the
Local Organization
were involved inthis program? 90%
Describe the main Number of members responsible for cooperating withroles of the organizations: 10
participating 1) The responsible persons conveyed the project tomembers in this each organization.
program. - We held explanatory meetings for local

governments, NPOs, corporations, and residents.
2) We, in order to publicize the appeal of the local
community, explained the necessity of cooperation
between organizations and citizens and provided
support for the establishment of cooperative
structures in each organization.

Number of members responsible for sending
information outside the local chapter: 31) The responsible persons publicized the project
and the appeal of the local community to thecitizens.
- We asked newspapers, TV and radio stations in thecommunity for cooperation to publicize the project
to citizens.
2) The responsible persons publicized the appeal of
the community both inside and outside of Japan.
- We asked the national TV station for cooperationin broadcasting a TV program to publicize the appealof the community both inside and outside of Japan.
- We issued press releases through a wide range of
media (60 domestic companies/ 1000 companies in
60 countries).
Number of members responsible for sending
information inside local chapter: 41) We organized a JCI Kanazawa forum to discuss
the appeal and potential of the local community.
- We organized a lecture on the improvement of thelocal community by a university professor.
- We popularized the meaning and purposes of the
project, which is a way to publicize our activities.
Number of members responsible for accounting: 1
1) The responsible person managed the projectbudget focusing on cost performance.
2) We publicized the activities and obtainedagreement from local governments and corporations,which lead to its earning 40% of the budget fromthem.

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Award Category criteria

3

Community Impact

How did the Local We tried to make an impact on local community
Organization through the following measures:
measure 1) We researched the impact of the project bycommunity impact sending out questionnaires to the following people:
for this program? - Citizens (700 people)- People related to crafts (40 people)- Cooperating organizations (10 groups)
2) We measured the impact of the project bycounting how many times it was featured in the
media.
Published in 3 local newspapers (14 times, circulation
3.83 million)
Featured on 5 local TV stations (8 times, broadcast
to 700,000 households)
Featured on one national Japanese TV station(Once, broadcast to 16 million households)
Featured on one foreign TV station (Once,broadcast to 150 million households)
3) We estimated the impact through the analysis of
SNS access, etc. (Period of viewer data collection:
February 1, 2012 – August 13, 2012)
Facebook (Viewers: 54,495, Article views: 187,837
times)
Website (Viewers: 10,313)

Describe the actual 1) Projects were carried out by citizens at threecommunity impact sites, using our project as a model.
produced by this - Local communities took the initiative in lighting up
project. their areas during the same time period as JCI

Kanazawa, which publicized the appeal of
townscapes in a different way.
- NPOs used local cultural assets as venues andsponsored events with films and musicians topublicize the appeal of the community.
- Restaurants, in cooperation with traditional craftartists, created and publicized a new appeal for local
food and crafts.
2) According to the questionnaire results, ourproject helped many citizens rediscover the appealof their city.
- Question: Did this project help you feel the appealof the local community? (909 respondents)
Answers: Yes, very much: 87%,
Yes: 13%,
No: 0%
3) As a result of our project, groups that had beenworking individually started working together toimprove the local community.
- Cooperation between NPOs and craft artists
succeeded in publicizing the appeal of traditional
crafts in a new way.
- Cooperation between citizens and craftsmen
succeeded in setting up venues for the exhibition of
traditional crafts.

4) Due to the project being featured in the media on
many occasions, information on the project wastransmitted even to citizens who had notparticipated.
Published in local newspapers (12 times)
Featured on local TV stations (5 times)
Featured on local radio stations (3 times)
5) Posting activities on SNS, etc. made it possible
for us to publicize them to citizens who could notparticipate in events. Facebook (Viewers: 54,495,
Article viewing: 187,837 times)
Website (Viewers: 10,313)

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Award Category criteria

4Impact on Local Organization

How did the Local [Increasing the r ecognition of t he local
Organization community by JCI Kanazawa]
benefit from running 1) JCI Kanazawa increased its recognition fromthis project? citizens, by publicizing itself via local media as anorganization promoting local community
improvement programs.
The local media are as- 3 newspapers- 5 TV stations- 2 radio stations- 10 local informational magazines- 15 external websites
2) We has improved its value to the community as
an organization with a high sense of social
contribution. We has been highly regarded by local
governments and other participants, indicating that
we have become more acknowledged.
Director, Kanazawa City Craft“JCI Kanazawa has created new potential for
improving the appeal of the local communityand publicizing it .”- Improving the quality of local chapter project
members1)We understood citizens’ desires through dialogue
and working together during the project, increased
their awareness about social contribution.
2)We interacted with many participants in the
project, and through dialogue were able to deepen
their understanding of the appeal of the local
community.
3)We listened to the opinions of experts and learned
how to effectively publicize via media.

How did the We increased positive citizens using the following
program advance methods:
the JCI Mission? 1) Held an opinion exchange for the younger

generation in the community to increase recognitionof the status of local community.
2) Worked with the younger generation on proposals
to use the appeal of the local community for
activities that can lead to improvement.
3) Encouraged the younger generation to do what
they could to improve the local community.
4) Provided opportunities for the younger generation
to understand the importance and potential ofactivities, and work toward positive change through1) to 4).
5) Made proposals to use the younger generation’s
ability to continue activities for improving the local
community.
6) Continue leading the younger generation in thecommunity through this project.
7) Gradually passing down the project to theyounger generation by encouraging them to handle itby themselves.
We provided local chapter members with thefollowing opportunities:
1) To learn ways of providing opportunities for the
younger generation in the community to work toward
positive change and reflect them onto otherprojects.
2) To deeply understand the appeal of the local
community and implement it in future activities.
How did the project
advance the JCI
Vision?

1. JCI Kanazawa told citizens that they need to
be proactive in participating in local
development.
2. We provided citizens with opportunities formaking positive changes, and expanded thenumber of active citizens.
3. We exchanged opinions on local developmentwith the government, and informed them ofcitizens’ opinions.
4. We told companies about the present situationin the local community, and explained that the
projects carried out by citizens can provide adriving force for local improvement, and asked
them to work together on this.
5. We worked together with citizens, thegovernment and companies to create a
network for continuous development of local
community.
6. This project was featured in many media
channels, and it increased the level ofawareness of JCI Kanazawa as well as thisproject in local community.
7. In this project, we provided training for people
to lead the global network, by providing
leadership to a network in local community.
We believe that, through the above means, JCI
Kanazawa increased the momentum to lead a global
network.

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Award Category criteria

5Long­term Impact of the Program

What is the This project is expected to have the following
expected long­term impacts on the local community:
impact of this 1) Active citizens cultivated through this project will
project? expand activities with the involvement of morecitizens, increasing the number of active citizens. 2)
Crafts are widely publicized both inside and outside
the community through the expansion of theactivities described above 1). 3) Recognition ofunique local crafts increases through 2), resulting in
the increase of corporations involved as a business.
4) The above-mentioned 3) prompts the promotionof the traditional craft industry by corporations andthe expansion of new overseas sales routes. 5)
Traditional crafts becoming businesses increases thenumber of individuals involved in creating an appeal
for the local community. 6) Through 1) to 5), citizens
who have experienced positive change continue
carrying out the program for improving the local
community, contributing to the increase of active
citizens.
Local chapter can also be expected to have thefollowing impacts:
7) Expanding our activities, the recognition of JCI
Kanazawa in the community will increase.
8) Through 1) and 7), new members with theintention of making the community better will
increase, resulting in the expansion of our activities.
10)

What changes The following measures are required in order towould you make to further develop our movement.
improve the results 1) It is necessary to increase the number ofof this project? explanatory meetings for the project, to spreadawareness of our activities among citizens, and toincrease opportunities to obtain their cooperation.
2) JCI Kanazawa carried out the project using
venues in one area of Kanazawa.
It is necessary to expand the area to increase thenumber of venues, so as to provide more citizens
with opportunities to recognize the appeal of thelocal community.
3) Proposals are necessary that transform theappeal of the local community into businesses andincrease the number of corporations willing toparticipate in our project.
4) It is necessary for us to perform effective PR incooperation with major mass media and local
governments, and increase recognition of the appealof the community.
5) It is necessary for citizens to continue activities
for improving the local community through theproposal of model JCI Kanazawa project cases.
6) It is necessary for JCI Kanazawa to increase thenumber of active citizens through the provision ofopportunities for children to feel the appeal of theircommunity.