VOLUNTEER INFORMATION PROJECT by ADK Asatsu-DK Tokyo for Volunteer Workers

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VOLUNTEER INFORMATION PROJECT

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Industry Charities, Foundations, Volunteers
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Japan
Agency ADK Asatsu-DK Tokyo
Released February 2010

Awards

Spikes Asia 2011
Media Product & Service Bronze

Credits & Description

Type of entry: Product/Service
Category: Public Service, Charity & Fund Raising
Advertiser: VOLUNTEER WORKERS
Product/Service: VOLUNTEER INFORMATION - JAPAN EARTHQUAKE
Agency: ADK JAPAN Tokyo, JAPAN

Reader: Hiroyuki Fujishiro (NTT RESONANT)
Data Base Producer: Makoto Okamoto (ACADEMIC RESOURCE GUIDE)
Data Base Producer: Masaki Sawamura (NTT Resonant)
Data Base Producer: Yuzo Akakura (JIJI Press)
Data Base Producer: Utako Tamai (NTT East)
Data Base Producer: Hirotaka Kawashima (Waseda Univ)
Data Base Producer: Akiko Wada (blogger)
Communication Director: Ichiro Inoue (Asatsu-DK(ADK))
Communication Director: Kazunari Hosokawa (Dentsu Public Relations)
Communication Director: Jun Niki (ADK Intaractive)
Communication Director: Minoru Fujisaki (Free)
Communication Director: Rika Katsuguchi (Free)
NPO&Vorunteer Coordinator: Yasufumi Tanaka ()
NPO&Vorunteer Coordinator: Takayuki Kitamura ()
Reader of the student volunteer: Yuki Hayashida (Saitama Univ)
Reader of the student volunteer: Miki Kouka (Keio Univ)
Reader of the student volunteer: Megumi Kataoka (Komazawa Univ)

Results and Effectiveness:
(Media exposure effect)
VIS activities were introduced by in major TV, newspaper, internet news and social media.

Estimated value of media exposure in NTV, the Asahi Shimbun and yahoo news
approx. 12 million dollars

(Adoption of our data)
VIS data was adopted by the Tasukeai Japan Project (in cooperation with the Japanese
CabinetSecretariat's Disaster Volunteer Coordination Office.

Major portal sites that use the VIS database to deliver volunteer information include:
Yahoo (http://shinsai.yahoo.co.jp/)
goo (http://busshi.311.goo.ne.jp/)
msn (http://eastjapaneq.jp.msn.com/volunteer/)
nifty (http://www.nifty.com/navi/cs/volunteer/list/1.htm) sinsai.info (http://www.sinsai.info/)

(Contribution to volunteer increase)
In the first 8 days of operation, the Sendai VIS Center was utilized by 3,700 people.
Creative Execution:
step1.
Launch of Japan Volunteer Information Station (VIS) as an 'information volunteer' that gathers
information from wire services, ad agencies, media, universities NPOs and Students and supplies accurate information for potential volunteers.

step2.
Construction of the VIS database of volunteer information. Database is constantly updated by student volunteers and made available via an Open API.

step3.
Press releases and briefing sessions to call for cooperation from the media, bloggers and
mashup content creators to produce and publish content using the VIS database.

Cyber Volunteers who donate time and effort to supply accurate information
also fulfill a vital volunteer role.

step4
Gallery of mashups of volunteer information and establishment of a 'real world' VIS center in Sendai.

Sendai VIS Center provides detailed 'on site' information.
Insights, Strategy and the Idea:
(Problem)
The Great East Japan Earthquake struck on March.11. 2011. However, compared with the
Great Hanshin Earthquake (1995), volunteer aid workers have been fewer.

Many want to volunteer, but cannot find any media that supplies accurate information for
volunteers. Consequently, there has been mismatching of volunteers and needs, and lost
opportunities.

(Insight)
If we were to create a single new volunteer website, the reach would be limited.
Major media and bloggers must supply accurate volunteer information.

(Core Idea)
We constructed a database (Open API) of the latest volunteer information that
anyone could use to publish on their own initiative or create mashup content.

As a result, we have facilitated the creation of diverse and multiple media that will supply
potential volunteers with the very latest information.