Dentsu Inc., in collaboration with the Asahi Shimbun, has launched the "Blue Table" project. This initiative aims to create shared value (CSV) by connecting companies, students, and prominent figures.

Dentsu Inc., in collaboration with the Asahi Shimbun, has launched the "Blue Table" project. This initiative brings together companies, student groups, and prominent figures tackling social issues across boundaries. They gather around a blue table, symbolizing the blue of the Earth, aiming to create shared value (CSV).

Today, numerous student groups focused on the social sphere—aiming to improve society collectively—are emerging. However, they often lack contact with companies tackling similar challenges, while companies themselves struggle to connect with like-minded young people and consumers. Furthermore, there are many prominent figures engaged in socially beneficial activities who have little connection to businesses.

The purpose of this project is for these three distinct groups—companies, student organizations, and celebrities—each possessing unique strengths, to share their aspirations and capabilities, join hands, find pathways to solving social issues, and explore and propose movements to realize new shared value.

To create this movement, Dentsu Inc.'s planning team "Social Design Engine," specialized in producing social good projects, will collaborate with The Asahi Shimbun to match these three distinct parties. They will continuously provide forums (roundtable conferences) for the three parties to discuss social issues in fields such as health/medical care, environment/resources, and education/culture, as well as platforms for disseminating information. The project's first initiative focuses on "Global Health Issues." Discussions will be broadcast live via Ustream and disseminated through a dedicated website (a special page within Asahi Shimbun Digital: URL: http://www.asahi.com/bluetable ) and the Asahi Shimbun, aiming to create a large wave of engagement involving stakeholders.

* Definition of Creating Shared Value (CSV): A concept proposed by Professor Michael Porter of Harvard Business School. It is an approach where companies utilize their expertise and business know-how to address social issues while creating economic value (profit) for themselves, thereby also creating social value. It involves creating shared value that reconciles economic and social value.

 

■ Examples of Themes Addressed by "Blue Table"

■ The "Blue Table" Logo

*The blue in Blue Table represents the blue of the Earth.

 

Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2014/0711-003770.html