VOLUNTEER INFORMATION PROJECT

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TitleVOLUNTEER INFORMATION PROJECT
ClientVOLUNTEER WORKERS
Product / ServiceVOLUNTEER INFORMATION - JAPAN EARTHQUAKE
CategoryB05. Public Service, Charity & Fund Raising
EntrantJAPAN VOLUNTEER INFORMATION STATION Tokyo, JAPAN
Entrant Company:JAPAN VOLUNTEER INFORMATION STATION Tokyo, JAPAN
Advertising Agency:ADK JAPAN Tokyo, JAPAN

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.

Credits

Name Company Position
Hiroyuki Fujishiro NTT RESONANT Leader
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 Data Base Producer
Hirotaka Kawashima Waseda Univ Data Base Producer
Akiko Wada blogger Data Base Producer
Ichiro Inoue Asatsu-DK(ADK) 360 Communication Director
Kazunari Hosokawa Dentsu Public Relations Communication Director
Jun Niki ADK Intaractive Communication Director
Minoru Fujisaki Free Communication Director
Rika Katsuguchi Free Communication Director
Yasufumi Tanaka NPO&Vorunteer Coordinator
Takayuki Kitamura NPO&Vorunteer Coordinator
Yuki Hayashida Saitama Univ Leader of the student volunteer
Miki Kouka Keio Univ Leader of the student volunteer
Megumi Kataoka Komazawa Univ Leader of the student volunteer