Vol.14 \u30ec\u30dd\u30fc\u30c8\u3000\u6771\u4eac\u4f01\u696d\u8996\u5bdf\u2461\u3000\uff5e\u682a\u5f0f\u4f1a\u793e\u96fb\u901a\uff5e
\nReport: Tokyo Corporate Meeting\u2461 \u2013 Dentsu Inc. –
\n2015\u5e74\u3088\u308a\u5354\u8b70\u4f1a\u3067\u5b9f\u65bd\u3057\u3066\u3044\u308b\u300cASEAN\u8af8\u56fd\u306b\u304a\u3051\u308b\u4f01\u696d\u30e1\u30bb\u30ca\u306e\u4fc3\u9032\u3068\u30cd\u30c3\u30c8\u30ef\u30fc\u30af\u69cb\u7bc9\u306b\u5411\u3051\u305f\u8abf\u67fb\u30fb\u5354\u8b70\u300d\uff08\u52a9\u6210\uff1a\u56fd\u969b\u4ea4\u6d41\u57fa\u91d1\u30a2\u30b8\u30a2\u30bb\u30f3\u30bf\u30fc\uff09\u3002\u672c\u5e74\u306f\u3001\u3053\u306e3\u5e74\u9593\u4ea4\u6d41\u3092\u6df1\u3081\u305f\u5404ASEAN\u6587\u5316\u56e3\u4f53\u3078\u306e\u30a4\u30f3\u30bf\u30d3\u30e5\u30fc\u30fb\u30b3\u30e9\u30e0\u3084\u3001\u8996\u5bdf\u30ec\u30dd\u30fc\u30c8\u3092\u9023\u8f09\u3057\u3066\u3044\u307e\u3059\u3002<\/p>\n
![\"\"](\"https:\/\/www.mecenat.or.jp\/ja\/wp-content\/uploads\/IMG_1562-760x440.jpg\")
\u5de6\u304b\u3089\u3001\u96fb\u901a\u306e\u6c60\u7530\u6c0f\uff08\u7dcf\u52d9\u5c40\u3000\u793e\u4f1a\u8ca2\u732e\u90e8\u9577\u3001\u6700\u5f8c\u52172\u756a\u76ee\uff09\u3001\u7247\u5cf6\u6c0f\uff08\u540c\u3001\u6700\u5f8c\u52173\u756a\u76ee\uff09\u3001\u962a\u4e2d\u6c0f\uff08\u540c\u3001\u4e2d\u592e\u52174\u756a\u76ee\uff09\u3068\u5171\u306b
\nFrom left, Ms. Ikeda, Mr. Katashima, and Ms. Sakanaka.<\/p>\n
2\u67087\u65e5\u306e\u30a2\u30bb\u30a2\u30f3\u30ab\u30d5\u30a7\u306e\u7fcc\u65e5\u306b\u306f\u3001\u6765\u65e5\u30b2\u30b9\u30c8\u3068\u3068\u3082\u306b\u90fd\u5185\u306e\u4f01\u696d\u30e1\u30bb\u30ca\u3092\u8996\u5bdf\u3059\u308b\u30c4\u30a2\u30fc\u3092\u958b\u50ac\u3057\u307e\u3057\u305f\u3002
\nAfter the ACEAN Caf\u00e9 on 7th February, we held a tour with the guest participants to visit the Company Mecenat activities in Tokyo.<\/p>\n
*\u6771\u4eac\u4f01\u696d\u8996\u5bdf\u53c2\u52a0\u8005\uff1a
\n\u3014\u30a4\u30f3\u30c9\u30cd\u30b7\u30a2\u3015
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\n\u3014\u30b7\u30f3\u30ac\u30dd\u30fc\u30eb\u3015
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\n\u3014\u30aa\u30fc\u30b9\u30c8\u30e9\u30ea\u30a2\u3015
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\n\u30d6\u30eb\u30fc\u30b9\u30fb\u30de\u30ab\u30b9\u30ad\u30eb\uff5c\u30de\u30cd\u30b8\u30f3\u30b0\u30fb\u30c7\u30a3\u30ec\u30af\u30bf\u30fc\u3001\u30d5\u30a3\u30c3\u30c8\u30fb\u30b9\u30dd\u30f3\u30b5\u30fc\u30b7\u30c3\u30d7\u30fb\u30b0\u30eb\u30fc\u30d7\u4f1a\u9577
\n\u30ec\u30c3\u30af\u30b9\u30fb\u30af\u30e9\u30f3\uff5c\u30de\u30cd\u30fc\u30b8\u30e3\u30fc\u3001\u30d5\u30a3\u30c3\u30c8\u30fb\u30b9\u30dd\u30f3\u30b5\u30fc\u30b7\u30c3\u30d7<\/p>\n
\u3014\u5354\u8b70\u4f1a\u3015
\n\u6fa4\u7530\uff08\u4e8b\u52d9\u5c40\u9577\uff09
\n\u672b\u6fa4\uff08\u8abf\u67fb\u30fb\u30d5\u30a9\u30fc\u30e9\u30e0\uff09
\n\u6839\u6d25\uff08\u30d7\u30ed\u30b0\u30e9\u30e0\u30b3\u30fc\u30c7\u30a3\u30cd\u30fc\u30c8\uff09<\/p>\n
————————————————————————————
\n\u682a\u5f0f\u4f1a\u793e\u96fb\u901a
\n\u7c73\u56fd\u3001\u4e2d\u56fd\u306b\u6b21\u3050\u4e16\u754c\u7b2c3\u4f4d\u306e\u5e83\u544a\u5e02\u5834\u3067\u3042\u308b\u65e5\u672c\u3067\u9577\u5e74\u306b\u308f\u305f\u308a\u30ca\u30f3\u30d0\u30fc\u30ef\u30f3\u306e\u30b7\u30a7\u30a2\u3092\u6301\u3064\u5e83\u544a\u4f1a\u793e\u3002\u300cIntegrated Communication Design\u300d\u3092\u4e8b\u696d\u9818\u57df\u3068\u3057\u305f\u30b3\u30df\u30e5\u30cb\u30b1\u30fc\u30b7\u30e7\u30f3\u95a2\u9023\u306e\u7d71\u5408\u7684\u30bd\u30ea\u30e5\u30fc\u30b7\u30e7\u30f3\u306e\u63d0\u4f9b\u3001\u7d4c\u55b6\u30fb\u4e8b\u696d\u30b3\u30f3\u30b5\u30eb\u30c6\u30a3\u30f3\u30b0\u7b49\u3092\u884c\u3046\u3002
\n(\u516c\u5f0f\u30a6\u30a7\u30d6\u30b5\u30a4\u30c8\u3088\u308a\u4e00\u90e8\u629c\u7c8b)<\/p>\n
Dentsu Inc.
\nDentsu has long held the No.1 share for advertisement in Japan, the third largest advertising market in the world after US and China.
\nWith a business domain defined as \u201cIntegrated Communication Design,\u201d Dentsu provides communication-related integrated solutions and such services as management and business consulting.
\n\uff08Extract from official website\uff09
\n————————————————————————————<\/p>\n
\u96fb\u901a\uff1a\u305d\u308c\u3067\u306f\u3001\u307e\u305a\u96fb\u901a\u30b0\u30eb\u30fc\u30d7\u306eCSR\u3092\u3054\u7d39\u4ecb\u3057\u307e\u3059\u30022020\u5e74\u306b\u5411\u3051\u305f5\u30ab\u5e74\u306e\u300c\u96fb\u901a\u30b0\u30eb\u30fc\u30d7\u4e2d\u671fCSR\u6226\u75652020\u300d\u3092\u7b56\u5b9a\u3057\u30014\u3064\u306e\u91cd\u70b9\u9818\u57df\u3068\u5171\u901a\u306e\u76ee\u6a19\u3092\u5b9a\u3081\u3001\u5168\u4e16\u754c\u3067\u7740\u5b9f\u306b\u6d3b\u52d5\u3092\u63a8\u9032\u3057\u3001\u6301\u7d9a\u53ef\u80fd\u306a\u793e\u4f1a\u306e\u5b9f\u73fe\u306b\u8ca2\u732e\u3057\u3066\u3044\u304d\u307e\u3059\u3002
\nDentsu: Let us begin with our company\u2019s CSR strategy. Dentsu group has formulated a five-year \u201cDentsu Group Medium-Term CSR Strategy 2020\u201d with the four key areas and common goal, which contributes to the realization of a sustainable society by steadily promoting CSR activities worldwide.<\/p>\n
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\nNations around the world face a number of social issues, including those that are environment-related, such as climate change, as well as human rights violations that are found in some countries and regions. Many of the issues are the result of corporate activities. However the increased social expectations and demands from society are causing companies to focus on a variety of activities to fulfill their responsibilities. The advertising industry being no exception, we are making continuous efforts to manage the impact on the environment and society.<\/p>\n
4\u3064\u306e\u91cd\u70b9\u9818\u57df\u306e1\u3064\u76ee\u306f\u74b0\u5883\u4fdd\u5168\u3067\u3059\u3002\u79c1\u305f\u3061\u306e\u4e8b\u696d\u6d3b\u52d5\u3067\u306e\u74b0\u5883\u8ca0\u8377\u3092\u6e1b\u3089\u3059\u3053\u3068\u3068\u3057\u3066\u3001\u5f93\u696d\u54e1\u306e\u4e8c\u9178\u5316\u70ad\u7d20\u6392\u51fa\u91cf\u524a\u6e1b\u306b\u7126\u70b9\u3092\u5f53\u3066\u3066\u3044\u307e\u3059\u30022\u3064\u76ee\u306f\u30b3\u30df\u30e5\u30cb\u30c6\u30a3\u3067\u3059\u3002\u30b3\u30df\u30e5\u30cb\u30c6\u30a3\u6d3b\u52d5\u3092\u4fc3\u9032\u3055\u305b\u308b\u3053\u3068\u306b\u3088\u308a\u5e02\u6c11\u793e\u4f1a\u306b\u8ca2\u732e\u3057\u307e\u3059\u30023\u3064\u76ee\u306f\u6301\u7d9a\u7684\u306a\u30b5\u30d7\u30e9\u30a4\u30c1\u30a7\u30fc\u30f3\u3092\u69cb\u7bc9\u3059\u308b\u3053\u3068\u3067\u3059\u3002\u6700\u5f8c\u306b\u8cac\u4efb\u3042\u308b\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u3068\u6301\u7d9a\u53ef\u80fd\u306a\u6d88\u8cbb\u306e\u63a8\u9032\u3067\u3059\u3002\u3053\u308c\u306f\u8cac\u4efb\u3042\u308b\u4e8b\u696d\u9042\u884c\u3060\u3051\u3067\u306a\u304f\u3001\u6301\u7d9a\u53ef\u80fd\u306a\u793e\u4f1a\u3092\u5b9f\u73fe\u3059\u308b\u305f\u3081\u306b\u30b5\u30b9\u30c6\u30ca\u30d6\u30eb\u306a\u884c\u52d5\u559a\u8d77\u3092\u4fc3\u3059\u3053\u3068\u3082\u542b\u307e\u308c\u3066\u3044\u307e\u3059\u3002
\nThe first of the four key areas is \u2018Environment Conservation.\u2019 We are focusing on cutting our employee\u2019s CO2 emissions as a task to reduce the environmental footprint across our operations. The second is \u2018Community.\u2019 We are making contributions to civil society by promoting community activities. The third area involves building a \u2018Sustainable Supply Chain.\u2019 Our last key area is to \u2018Promote Responsible Marketing and Sustainable Consumption.\u2019 This includes actions to encourage sustainable behavior to fulfill a sustainable society as well as performing a responsible project.<\/p>\n
![\"\"](\"https:\/\/www.mecenat.or.jp\/ja\/wp-content\/uploads\/IMG_1514-760x440.jpg\")
\u7247\u5cf6\u6c0f\u306b\u3088\u308b\u96fb\u901a\u306eCSR \u6226\u7565\u306e\u8aac\u660e | Guests listening to Dentsu\u2019s CSR strategy by Mr. Katashima<\/p>\n
\u4f8b\u3048\u3070\u3001\u30b3\u30df\u30e5\u30cb\u30c6\u30a3\u9818\u57df\u3067\u306f\u3001\u5f93\u696d\u54e1\u306e90\uff05\u3092CSR\u30d7\u30ed\u30b0\u30e9\u30e0\u306b\u53c2\u52a0\u3055\u305b\u308b\u3053\u3068\u3067\u3001\u30b3\u30df\u30e5\u30cb\u30c6\u30a3\u306e\u767a\u5c55\u306b\u5bc4\u4e0e\u3059\u308b\u3053\u3068\u3092\u76ee\u6307\u3057\u3066\u3044\u307e\u3059\u3002\u56fd\u969b\u793e\u4f1a\u306b\u304a\u3044\u3066\u306f\u3001500\u56e3\u4f53\u306b\u5bfe\u3057\u3066\u30b3\u30df\u30e5\u30cb\u30b1\u30fc\u30b7\u30e7\u30f3\u529b\u3092\u57f9\u3046\u30d7\u30ed\u30b0\u30e9\u30e0\u3092\u63d0\u4f9b\u3057\u305f\u3044\u3068\u8003\u3048\u3066\u3044\u307e\u3059\u3002
\nFor example in the area of \u2018Community,\u2019 we are aiming to have 90% of our employees participate in our CSR programs and contribute to community development. And in our overseas community, we are aiming to provide programs for 500 charities who engage in community development, helping them to build their communication capabilities.<\/p>\n
\u3067\u306f\u3001\u6b21\u306b\u5f53\u793e\u306e\u793e\u4f1a\u8ca2\u732e\u6d3b\u52d5\u306e\u4e00\u3064\u300c\u5e83\u544a\u5c0f\u5b66\u6821\u300d\u3092\u7d39\u4ecb\u3057\u307e\u3059\u3002\u3053\u306e\u5b50\u3069\u3082\u305f\u3061\u306e\u30b3\u30df\u30e5\u30cb\u30b1\u30fc\u30b7\u30e7\u30f3\u529b\u80b2\u6210\u3092\u76ee\u6307\u3059\u30d7\u30ed\u30b8\u30a7\u30af\u30c8\u306f2006\u5e74\u306b\u30b9\u30bf\u30fc\u30c8\u3057\u3001\u73fe\u5728\u307e\u3067\u306b\u304a\u3088\u305d36,000\u4eba\u306e\u5b50\u3069\u3082\u305f\u3061\u304c\u4f53\u9a13\u3057\u3066\u3044\u308b\u3082\u306e\u3067\u3059\u3002
\nLet me introduce you to our CSR program \u2018Advertising Elementary School.\u2019 This program which aims to raise children\u2019s communication ability started in 2006, and to date around 36,000 children have participated in this program.<\/p>\n
![\"\"](\"https:\/\/www.mecenat.or.jp\/ja\/wp-content\/uploads\/IMG_1534-760x440.jpg\")
\u5e83\u544a\u5c0f\u5b66\u6821\u306e\u69d8\u5b50| video of \u2018Advertising Elementary School\u2019<\/p>\n
\u5199\u771f\u306f\u5b66\u6821\u3067\u306e\u6388\u696d\u306e\u69d8\u5b50\u3067\u3059\u3002\u5b50\u3069\u3082\u305f\u3061\u306f\u3001\u4f1d\u3048\u305f\u3044\u3053\u3068\u3092\u4f1d\u3048\u308b\u305f\u3081\u306b15\u79d2\u306e\u30c6\u30ec\u30d3\uff23\uff2d\u3092\u3064\u304f\u308a\u307e\u3059\u3002\u5927\u304d\u306a\u30c6\u30ec\u30d3\u67a0\u306e\u4e2d\u3067\u3001\uff23\uff2d\u5287\u3067\u767a\u8868\u3057\u3066\u3044\u307e\u3059\u3002
\nThis picture shows a classroom at the school. Children are tasked with creating a 15-second TV commercial with their own ideas to try to deliver what they want to tell within the given time. The photo is from their presentation of their commercial with the big cardboard frame as a TV.<\/p>\n
\u4e09\u3064\u306e\u30e6\u30cb\u30c3\u30c8\u306b\u5206\u304b\u308c\u3066\u3044\u308b\u3053\u3068\u3067\u3001\u6bb5\u968e\u3092\u8e0f\u3093\u3067\u5b66\u3079\u308b\u6388\u696d\u30d7\u30ed\u30b0\u30e9\u30e0\u306b\u306a\u3063\u3066\u3044\u307e\u3059\u3002\u6388\u696d\u3092\u9032\u3081\u308b\u306e\u306f\u5b66\u6821\u306e\u5148\u751f\u3060\u3068\u3044\u3046\u3053\u3068\u3082\u7279\u9577\u3067\u3059\u3002\u306a\u305c\u304b\u3068\u3044\u3046\u3068\u3001\u5148\u751f\u305f\u3061\u306f\u5b50\u3069\u3082\u305f\u3061\u306e\u666e\u6bb5\u306e\u5b66\u529b\u3084\u69d8\u5b50\u3092\u77e5\u3063\u3066\u3044\u308b\u306e\u3067\u3001\u305d\u3053\u3068\u6bd4\u8f03\u3057\u3066\u8a55\u4fa1\u3084\u30a2\u30c9\u30d0\u30a4\u30b9\u304c\u3067\u304d\u308b\u304b\u3089\u3067\u3059\u3002\u5148\u751f\u304c\u6388\u696d\u306b\u4f7f\u3046\u305f\u3081\u306e\u30c6\u30ec\u30d3\u67a0\u306a\u3069\u306e\u5c0f\u9053\u5177\u3084\u30ef\u30fc\u30af\u30b7\u30fc\u30c8\u3001\u30b7\u30ca\u30ea\u30aa\u3092\u30bb\u30c3\u30c8\u306b\u3057\u3066\u30d7\u30ed\u30b0\u30e9\u30e0\u6559\u6750\u3068\u3057\u3066\u7121\u511f\u3067\u63d0\u4f9b\u3059\u308b\u3053\u3068\u306b\u3088\u3063\u3066\u30b9\u30e0\u30fc\u30ba\u306b\u6388\u696d\u304c\u3067\u304d\u307e\u3059\u3002\u3053\u306e\u6d3b\u52d5\u306f2014\u5e74\u306b\u30e1\u30bb\u30ca\u30a2\u30ef\u30fc\u30c9\u306e\u512a\u79c0\u8cde\u300c\u5b50\u3069\u3082\u30af\u30ea\u30a8\u30a4\u30c6\u30a3\u30d6\u8cde\u300d\u3092\u53d7\u8cde\u3057\u307e\u3057\u305f\u3002
\nThis program is divided in to three units, and allows the children to learn step by step. A distinctive feature is that the class is led by their school teachers. The reason is that they know the best of their children, such as their individual characteristics and achievements, and are able to evaluate and give advice according to those elements. By providing the TV frames, small props, a worksheet and guidelines in the program package to the schools without any charge, teachers can operate the class smoothly. This program was awarded the Children\u2019s Creative Award at Japan M\u00e9c\u00e9nat Awards in 2014.<\/p>\n
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\nThis school in the recorded video is located in the Tohoku area (Miyako City, Iwate prefecture), where the Great East Japan Earthquake hit in 2011. This video was made in 2013. The children made a commercial to promote their local hotate (scallops). The children experienced a study class culturing scallops, and so they used their experience to write their scripts. A creator from Dentsu came as an advisor from time to time and helped the children\u2019s project.<\/p>\n
![\"\"](\"https:\/\/www.mecenat.or.jp\/ja\/wp-content\/uploads\/IMG_1551-760x440.jpg\")
\u9707\u707d\u306e\u3042\u3063\u305f\u6771\u5317\u306e\u5c0f\u5b66\u6821\u3067\u751f\u5f92\u306b\u3088\u308bCM\u767a\u8868\u4f1a\u304c\u884c\u308f\u308c\u305f|
\nCommercial presentation made by students from an elementary school in Tohoku region where the disaster hit in 2001<\/p>\n
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\nThe industry lost everything in the event of the earthquake, and had to rebuild from scratch. By helping children support the local industry, they will in turn play a big part in the recovery of their communities and in doing so will encourage adults to move forward to help and support the region. This project also provided the children with a chance to know better and deepen their attachment to their hometown area.<\/p>\n
\u2015\u2015\u300c\u5e83\u544a\u5b66\u6821\u300d\u306f\u5168\u56fd\u3067\u884c\u308f\u308c\u3066\u3044\u308b\u306e\u3067\u3057\u3087\u3046\u304b\uff1f
\nQ: Are you implementing your program throughout the country?<\/p>\n
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\nDentsu: Yes, this program is deployed nationwide (approximately 80 schools every year). Moreover, it is taken in classes at Japanese language schools in South Korea and schools in Australia.<\/p>\n
\u30d6\u30eb\u30fc\u30b9\uff1a\u3068\u3066\u3082\u3059\u3070\u3089\u3057\u3044\u6d3b\u52d5\u3067\u3059\u306d\u3002\u5e83\u544a\u4f1a\u793e\u304c\u3053\u3046\u3044\u3063\u305fCSR\u6d3b\u52d5\u3092\u3059\u308b\u3053\u3068\u306f\u3059\u3054\u304f\u3081\u305a\u3089\u3057\u3044\u3068\u601d\u3044\u307e\u3059\u304c\u3001\u3053\u308c\u306f\u65e5\u672c\u3060\u3051\u3067\u5c55\u958b\u3057\u3066\u3044\u308b\u3082\u306e\u3067\u3059\u304b\uff1f\u305d\u308c\u3068\u3082\u4e16\u754c\u4e2d\u306e\u62e0\u70b9\u3067\u3082\u884c\u308f\u308c\u3066\u3044\u308b\u7406\u5ff5\u30fb\u6d3b\u52d5\u306a\u306e\u3067\u3057\u3087\u3046\u304b\uff1f
\nBruce: This is a wonderful activity. I don\u2019t think many advertising agencies do this type of CSR activities, is this happening only in Japan? Or is this based on a more global perspective and philosophy, operated in subsidiaries worldwide?<\/p>\n
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\n\u96fb\u901a\u306f2013\u5e74\u306b\u82f1\u56fd\u304c\u672c\u62e0\u5730\u3092\u7f6e\u304f\u30a4\u30fc\u30b8\u30b9\u30fb\u30b0\u30eb\u30fc\u30d7\u3092\u8cb7\u53ce\u3057\u3001\u6570\u591a\u3044\u5730\u57df\u3067\u306e\u6d77\u5916\u4e8b\u696d\u3092\u7d71\u62ec\u3059\u308b\u300c\u96fb\u901a\u30a4\u30fc\u30b8\u30b9\u30fb\u30cd\u30c3\u30c8\u30ef\u30fc\u30af\u300d\u3092\u3064\u304f\u308a\u307e\u3057\u305f\u3002\u6d77\u5916\u62e0\u70b9\u306e\u4e2d\u306b\u306f\u793e\u4f1a\u8ca2\u732e\u6d3b\u52d5\u3092\u3059\u3067\u306b\u884c\u3063\u3066\u3044\u308b\u5730\u57df\u3082\u3042\u3063\u305f\u306e\u3067\u3001\u30ed\u30f3\u30c9\u30f3\u306e\u672c\u793e\u3067\u3001\u4e16\u754c\u5404\u5730\u3067\u884c\u308f\u308c\u3066\u3044\u308b\u6d3b\u52d5\u306e\u60c5\u5831\u3092\u53ce\u96c6\u3057\u3066\u7d71\u62ec\u3059\u308b\u3088\u3046\u306b\u3057\u3066\u3044\u307e\u3059\u3002\u73fe\u5728\u306f\u5730\u57df\u793e\u4f1a\u3067\u793e\u54e1\u304c\u30dc\u30e9\u30f3\u30c6\u30a3\u30a2\u6d3b\u52d5\u3092\u884c\u3046\u3053\u3068\u3078\u306e\u610f\u8b58\u3092\u9ad8\u3081\u308b\u305f\u3081\u30b0\u30ed\u30fc\u30d0\u30eb\u898f\u6a21\u306e\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u3084\u30d7\u30ed\u30b0\u30e9\u30e0\u3092\u5b9f\u65bd\u3057\u3001\u65e5\u672c\u304c\u53c2\u52a0\u3059\u308b\u3053\u3068\u3082\u3042\u308a\u307e\u3059\u3002
\nDentsu: Dentsu has a history of more than 110 years, and acts independently.
\nDentsu acquired the Aegis Group, a media agency company in the UK in 2013, and developed \u2018Dentsu Aegis Network\u2019 to supervise overseas project in numerous regions. Since there are already some overseas bases that perform social contribution activities, we are gathering and supervise this information at our overseas headquarters in London. Currently, in an effort to increase awareness among employees regarding volunteer activities in local communities, we implement global campaigns and programs, with Japan participating as well.<\/p>\n
![\"\"](\"https:\/\/www.mecenat.or.jp\/ja\/wp-content\/uploads\/IMG_1559-760x440.jpg\")
<\/p>\n
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\nWaiying: How do you choose a school for this program?<\/p>\n
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\nDentsu: We receive applications from school teachers, as well as word of mouth from other teachers who participated to this program.<\/p>\n
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\nWaiying: Do you train school teachers as well?<\/p>\n
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\nDentsu: We organize a lecture for teachers, though we also provide a system that supplies a set of teaching materials and also give necessary advice. We also implement this program at junior high schools and high schools. Twenty percent of the total program has been executed at schools other than elementary schools. We change some of teaching materials to fit to the age of the students.<\/p>\n
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\nColin: How do you measure the impact of your program?<\/p>\n
\u96fb\u901a\uff1a\u30a2\u30f3\u30b1\u30fc\u30c8\u3092\u3068\u3063\u3066\u3001\u5b50\u3069\u3082\u305f\u3061\u306e\u5909\u5316\u3092\u5148\u751f\u306b\u805e\u3044\u3066\u3044\u307e\u3059\u3002\u53cb\u3060\u3061\u3068\u306e\u30b3\u30df\u30e5\u30cb\u30b1\u30fc\u30b7\u30e7\u30f3\u304c\u3088\u304f\u306a\u3063\u305f\u3001\u30a2\u30a4\u30c7\u30a3\u30a2\u3092\u8003\u3048\u305f\u308a\u767a\u8868\u3059\u308b\u3053\u3068\u304c\u597d\u304d\u306b\u306a\u3063\u305f\u3001\u3068\u3044\u3046\u4e8b\u4f8b\u304c\u5831\u544a\u3055\u308c\u3066\u3044\u307e\u3059\u3002\u5b50\u3069\u3082\u304c\u81ea\u5206\u306b\u81ea\u4fe1\u3092\u6301\u3064\u3088\u3046\u306b\u306a\u308a\u3001\u30b3\u30df\u30e5\u30cb\u30b1\u30fc\u30b7\u30e7\u30f3\u529b\u3092\u5099\u3048\u305f\u5927\u4eba\u306b\u306a\u308b\u3053\u3068\u3092\u76ee\u6307\u3057\u3066\u3044\u307e\u3059\u3002
\nDentsu: We take surveys to the teachers if any changes occur within the children. What we hear often is that their communication with friends improves, or they began to think of new ideas and share more with others. We are aiming for children to become confident and to become individuals with competent communication skills.<\/p>\n
2\u5e74\u524d\u304b\u3089\u77e5\u7684\u969c\u304c\u3044\u8005\u3092\u96c7\u7528\u3057\u3066\u3044\u308b\u30b0\u30eb\u30fc\u30d7\u4f1a\u793e\u3067\u3082\u540c\u3058\u30d7\u30ed\u30b0\u30e9\u30e0\u306e\u63d0\u4f9b\u3092\u59cb\u3081\u307e\u3057\u305f\u3002\u77e5\u7684\u969c\u304c\u3044\u3092\u6301\u3064\u65b9\u3005\u306f\u4e00\u822c\u7684\u306b\u306f\u30b3\u30df\u30e5\u30cb\u30b1\u30fc\u30b7\u30e7\u30f3\u304c\u82e6\u624b\u3060\u3068\u3044\u308f\u308c\u3066\u3044\u307e\u3059\u304c\u3001\u3053\u306e\u30d7\u30ed\u30b0\u30e9\u30e0\u3092\u901a\u3057\u3066\u304a\u4e92\u3044\u306e\u30b3\u30df\u30e5\u30cb\u30b1\u30fc\u30b7\u30e7\u30f3\u304c\u3088\u304f\u306a\u308a\u3001\u30c1\u30fc\u30e0\u529b\u3082\u5411\u4e0a\u3057\u305f\u3088\u3046\u3067\u3059\u3002
\nOur group company employing intellectually disabled people also started this program from two years ago. People with intellectual disabilities are said to be not good at communication. But through this program, their communication skills and team work improve.<\/p>\n
\u30d6\u30eb\u30fc\u30b9\uff1a\u8cb4\u90e8\u9580\u306f\u793e\u4f1a\u8ca2\u732e\u90e8\u9580\u3067\u3059\u304c\u3001CSR\u6d3b\u52d5\u3092\u3057\u3066\u3044\u308b\u306e\u3067\u3057\u3087\u3046\u304b\uff1f\u305d\u308c\u3068\u3082\u5bc4\u4ed8\u306e\u3088\u3046\u306a\u7d14\u7c8b\u306a\u6148\u5584\u6d3b\u52d5\u306e\u4e00\u74b0\u306a\u306e\u3067\u3057\u3087\u3046\u304b\uff1f\u4f1a\u793e\u306e\u672c\u696d\u306b\u6cbf\u3063\u305f\u6d3b\u52d5\u306e\u3088\u3046\u306b\u601d\u3048\u307e\u3057\u305f\u3002
\nBruce: Your division is about social contribution. Do you mainly do CSR activities, or are you also engaged in corporate philanthropy such as charity? It looks like your activities are well aligned with your core business.<\/p>\n
![\"\"](\"https:\/\/www.mecenat.or.jp\/ja\/wp-content\/uploads\/IMG_1557-760x440.jpg\")
<\/p>\n
\u96fb\u901a\uff1a\u793e\u5185\u306e\u4e8b\u60c5\u3067\u5206\u304b\u308c\u3066\u3044\u307e\u3059\u304c\u3001\u72ec\u7acb\u3057\u305f\u90e8\u9580\u3068\u3057\u3066CSR\u90e8\u9580\u304c\u3042\u308a\u307e\u3059\u304c\u3001\u79c1\u305f\u3061\u304c\u884c\u3063\u3066\u3044\u308b\u793e\u4f1a\u8ca2\u732e\u6d3b\u52d5\u306f\u7d14\u7c8b\u306a\u6148\u5584\u3068\u3044\u3046\u308f\u3051\u3067\u306f\u3042\u308a\u307e\u305b\u3093\u3002\u3082\u3061\u308d\u3093\u3001\u707d\u5bb3\u306a\u3069\u306e\u3068\u304d\u306b\u306f\u88ab\u707d\u5730\u306b\u5bc4\u4ed8\u3092\u3057\u3066\u3044\u307e\u3059\u3002\u3053\u308c\u306f\u7d14\u7c8b\u306a\u6148\u5584\u6d3b\u52d5\u3060\u3068\u3044\u3048\u308b\u3068\u601d\u3044\u307e\u3059\u3002
\nDentsu: Although there is a separate CSR department in the company, our social contribution activities are not quite pure philanthropy. Of course, we will donate to the affected area in the event of a disaster. You can say this is a pure charity.<\/p>\n
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\n\u3057\u304b\u3057\u3001\u793e\u54e1\u306e\u30a2\u30a4\u30c7\u30a3\u30a2\u3084\u77e5\u8b58\u3001\u4f7f\u3063\u305f\u6642\u9593\u306f\u898b\u8fd4\u308a\u3092\u6c42\u3081\u308b\u306e\u304c\u96e3\u3057\u304f\u3001\u305d\u3046\u3044\u3046\u9762\u3067\u306f\u30ea\u30bf\u30fc\u30f3\u3092\u6c42\u3081\u3066\u3044\u306a\u3044\u306e\u3067\u3001\u30b3\u30df\u30e5\u30cb\u30b1\u30fc\u30b7\u30e7\u30f3\u306e\u9818\u57df\u3067\u6b21\u4e16\u4ee3\u80b2\u6210\u3092\u3057\u3066\u3044\u308b\u3068\u3044\u3046\u3053\u3068\u3067\u306f\u3001\u6148\u5584\u7684\u306a\u8981\u7d20\u3082\u3042\u308b\u3068\u601d\u3044\u307e\u3059\u3002
\nDentsu\u2019s mission is to give shape to the ideas in one\u2019s mind. In that sense in this program of social contribution activities, our employees make texts and organize programs. Of course, it is the teacher of the school that teaches, but the knowledge and the information used are the property of Dentsu. In this sense, and in terms of employee\u2019s labor costs, it is not quite philanthropy.
\nHowever, it is difficult to seek anything in return for knowledge, ideas and time, so we do not seek returns in this kind. As we are training human resources in the field of communication, it may include some philanthropic elements.<\/p>\n
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\nDentsu: Manufactures can do social contribution activities with what they are making with their own company. Dentsu does not have any factories for manufacturing, there are only people. We try to use communication as a tool for the social contribution.<\/p>\n
![\"\"](\"https:\/\/www.mecenat.or.jp\/ja\/wp-content\/uploads\/IMG_1554-760x440.jpg\")
<\/p>\n
\u30d6\u30eb\u30fc\u30b9\uff1a\u79c1\u305f\u3061\u306f\u7686\u82b8\u8853\u3068\u30d3\u30b8\u30cd\u30b9\u3092\u3064\u306a\u3052\u308b\u3053\u3068\u3092\u884c\u3063\u3066\u3044\u307e\u3059\u3002\u79c1\u306f\u3069\u3061\u3089\u304b\u3068\u3044\u3046\u3068\u82b8\u8853\u3092\u4ee3\u5f01\u3059\u308b\u7acb\u5834\u306b\u3042\u308a\u307e\u3059\u3002\u82b8\u8853\u6587\u5316\u3092\u30d3\u30b8\u30cd\u30b9\u306b\u3064\u306a\u3052\u308b\u306b\u306f\u3001\u4f01\u696d\u304c\u306a\u305c\u3001\u3069\u306e\u3088\u3046\u306b\u3001\u3069\u3093\u306a\u8003\u3048\u65b9\u3067\u793e\u4f1a\u8ca2\u732e\u6d3b\u52d5\u3092\u3057\u3066\u3044\u308b\u306e\u304b\u304d\u3061\u3093\u3068\u7406\u89e3\u3059\u308b\u5fc5\u8981\u304c\u3042\u308a\u307e\u3059\u306d\u3002\u3067\u306a\u3044\u3068\u3001\u30a2\u30fc\u30c6\u30a3\u30b9\u30c8\u3084\u82b8\u8853\u56e3\u4f53\u3082\u3069\u306e\u3088\u3046\u306b\u4f01\u696d\u306b\u30a2\u30d7\u30ed\u30fc\u30c1\u3057\u3066\u3044\u3044\u306e\u304b\u308f\u304b\u3089\u306a\u3044\u306e\u3067\u3059\u3002
\nBruce: We make connections of arts and cultural organization with corporations. I represent the arts and cultural organizations. We need to understand why corporations do CSR activities, otherwise artists and cultural organizations are unable to know how to approach them.<\/p>\n
\u96fb\u901a\uff1a\u6628\u65e5\u306e\u30a2\u30bb\u30a2\u30f3\u30ab\u30d5\u30a7\u3067\u767b\u58c7\u8005\u306e\u7686\u3055\u3093\u306e\u8a71\u3092\u805e\u3044\u3066\u3001\u7686\u3055\u3093\u306e\u4ed5\u4e8b\u3068\u96fb\u901a\u306e\u4e8b\u696d\u90e8\u9580\u304c\u884c\u3063\u3066\u3044\u308b\u6d3b\u52d5\u304c\u4f3c\u3066\u3044\u308b\u3068\u611f\u3058\u307e\u3057\u305f\u3002\u30b9\u30dd\u30f3\u30b5\u30fc\u30b7\u30c3\u30d7\u306e\u90e8\u5206\u3067\u3067\u3059\u304c\u3001\u4e8b\u696d\u90e8\u9580\u306f\u30af\u30e9\u30a4\u30a2\u30f3\u30c8\u306b\u30b9\u30dd\u30fc\u30c4\u3084\u82b8\u8853\u6587\u5316\u306e\u30a4\u30d9\u30f3\u30c8\u306e\u63d0\u6848\u3092\u3057\u3066\u3044\u307e\u3059\u3002
\nDentsu: When I attended ASEAN cafe yesterday, I felt that your job and Dentsu’s business are similar. As a part of sponsorship, we propose sports and art-culture events to clients.<\/p>\n
\u30d6\u30eb\u30fc\u30b9\uff1a\u30af\u30e9\u30a4\u30a2\u30f3\u30c8\u306b\u63a5\u3059\u308b\u5834\u5408\u3001\u30af\u30e9\u30a4\u30a2\u30f3\u30c8\u3088\u308a\u3082\u5148\u8d70\u308a\u3059\u304e\u306a\u3044\u3068\u3044\u3046\u3053\u3068\u304c\u91cd\u8981\u3067\u3059\u3088\u306d\u3002
\nBruce: It is important to be careful not to get ahead of your client.<\/p>\n
\u96fb\u901a\uff1a\u82b8\u8853\u6587\u5316\u306e\u632f\u8208\u3068\u3044\u3046\u3053\u3068\u306b\u9650\u5b9a\u3055\u308c\u308b\u306e\u3067\u306f\u306a\u304f\u3001\u30a2\u30fc\u30c8\u3084\u97f3\u697d\u304c\u793e\u4f1a\u8ab2\u984c\u3092\u89e3\u6c7a\u3057\u3066\u3044\u304f\u3053\u3068\u304c\u3042\u308a\u307e\u3059\u3002\u3053\u3046\u3044\u3063\u305f\u793e\u4f1a\u3078\u306e\u5f71\u97ff\u304c\u5927\u5207\u3067\u3001\u793e\u4f1a\u8ab2\u984c\u3092\u89e3\u6c7a\u3059\u308b\u3053\u3068\u306f\u4f01\u696d\u306eCSR\u306b\u306a\u308b\u306e\u3067\u306f\u306a\u3044\u3067\u3057\u3087\u3046\u304b\u3002\u82b8\u8853\u6587\u5316\u3092\u901a\u3057\u3066\u793e\u4f1a\u8ab2\u984c\u89e3\u6c7a\u306b\u5bc4\u4e0e\u3059\u308b\u3002\u3053\u308c\u306f\u4eca\u306e\u65e5\u672c\u306e\u4f01\u696d\u30e1\u30bb\u30ca\u306e\u30c8\u30ec\u30f3\u30c9\u3067\u306f\u306a\u3044\u3067\u3057\u3087\u3046\u304b\u3002
\nDentsu: Not only focusing on cultural promotion, we also think that art and music, and so on, can sometimes solve social problems. I think that their impact on society is important and that solving these social problems will lead to a corporate CSR. We encourage and engage in social issues solving through contribution to arts and culture. It seems like this has become the current trend also in the Japanese Corporate M\u00e9c\u00e9nat.<\/p>\n
![\"\"](\"https:\/\/www.mecenat.or.jp\/ja\/wp-content\/uploads\/IMG_1673-760x440.jpg\")
![\"\"](\"https:\/\/www.mecenat.or.jp\/ja\/wp-content\/uploads\/IMG_1617-760x440.jpg\")
\n\u65e5\u672c\u306e\u5e83\u544a\u53f2\u3092\u30c6\u30fc\u30de\u306b\u3057\u305f\u4f01\u696d\u535a\u7269\u9928\u3001\u300c\u30a2\u30c9\u30fb\u30df\u30e5\u30fc\u30b8\u30a2\u30e0\u6771\u4eac\u300d\u3082\u8996\u5bdf\u3057\u307e\u3057\u305f\u3002|We visited the \u201cAd Museum Tokyo\u201d, dedicated to the promotion of studies in, and popular understanding of, advertising and marketing history in Japan, which is owned and operated by Dentsu Inc.<\/p>\n
\u2015\u2015\u4eca\u65e5\u306f\u3042\u308a\u304c\u3068\u3046\u3054\u3056\u3044\u307e\u3057\u305f\u3002
\nThank you very much for today.<\/p>\n
\u8996\u5bdf\u65e5\uff1a2018\u5e742\u67088\u65e5
\nMeeting held on 8 February 2018<\/p>\n
\u7ffb\u8a33\uff1a\u4f01\u696d\u30e1\u30bb\u30ca\u5354\u8b70\u4f1a
\nTranslation: Kigyo Mecenat Kyogikai<\/p>\n","protected":false},"excerpt":{"rendered":"Vol.14 \u30ec\u30dd\u30fc\u30c8\u3000\u6771\u4eac\u4f01\u696d\u8996\u5bdf\u2461\u3000\uff5e\u682a\u5f0f\u4f1a\u793e\u96fb\u901a\uff5e Report: Tokyo Corporate Meeting\u2461 \u2013 Dentsu Inc. – 2015\u5e74\u3088\u308a\u5354\u8b70\u4f1a\u3067\u5b9f\u65bd\u3057\u3066\u3044\u308b\u300cASEAN\u8af8\u56fd\u306b…","protected":false},"author":1,"featured_media":1182,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[15],"class_list":["post-712","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-international"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.mecenat.or.jp\/ja\/wp-json\/wp\/v2\/posts\/712","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mecenat.or.jp\/ja\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mecenat.or.jp\/ja\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mecenat.or.jp\/ja\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mecenat.or.jp\/ja\/wp-json\/wp\/v2\/comments?post=712"}],"version-history":[{"count":11,"href":"https:\/\/www.mecenat.or.jp\/ja\/wp-json\/wp\/v2\/posts\/712\/revisions"}],"predecessor-version":[{"id":9318,"href":"https:\/\/www.mecenat.or.jp\/ja\/wp-json\/wp\/v2\/posts\/712\/revisions\/9318"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mecenat.or.jp\/ja\/wp-json\/wp\/v2\/media\/1182"}],"wp:attachment":[{"href":"https:\/\/www.mecenat.or.jp\/ja\/wp-json\/wp\/v2\/media?parent=712"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mecenat.or.jp\/ja\/wp-json\/wp\/v2\/categories?post=712"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}