For Fukuoka's Future: Local Businesses and Children Joining Hands Through SDGs (Part 1)

In September 2022, the SDGs project " Make Fukuoka SDGs " commenced as a collaboration between four companies: The West Japan City Bank, Ltd., The Nishinippon Shimbun Co., Ltd., RKB Mainichi Broadcasting Co., Ltd., and Dentsu Kyushu Inc. This project brings together four companies from different industries. Through unique collaborative business support and information dissemination, it aims to foster momentum for SDGs among Fukuoka-based companies and invigorate their initiatives.

This time, we spoke with six core members of the project about the background leading to this collaboration, the project details, and their future goals. We present this in two parts.

Leveraging the Strengths of Four Companies, a Project Engaging the Community Launches

Yoshida: "Let's Create the Future & Make Fukuoka SDGs" was launched to increase the frequency of SDGs-related information dissemination within our home turf, the Fukuoka region, and further cultivate momentum for SDGs. Dentsu Kyushu Inc. brings planning and execution capabilities in communication and project design. RKB Mainichi Broadcasting and Nishinippon Shimbun leverage their reach through television and newspapers. Nishinippon City Bank, meanwhile, provides foundational support for the region through its strong connections with local businesses. We recognized that many local companies want to share their SDGs initiatives but don't know how. By connecting these four companies, each bringing their own expertise and know-how, we believed we could greatly streamline support for SDGs information dissemination.

Yonaga: We drew inspiration from the "Kawaruken." project in Hiroshima. In Hiroshima, Dentsu West Japan Inc., Hiroshima Bank, and Hiroshima Home Television collaborated on this initiative, so we felt Fukuoka should definitely start something similar. When the idea of a four-company collaborative project was proposed, what were your initial thoughts, West Japan City Bank, West Japan Shimbun, and RKB Mainichi Broadcasting?

Yamane: At Nishi-Nippon City Bank, we offer numerous SDGs-related financing products, and many of our clients are companies actively engaged in SDGs initiatives. On the other hand, since regional areas have many small and medium-sized enterprises, many struggled with limited means to communicate their efforts. Traditionally, banking services have centered on "borrowing and depositing money," making branding support difficult. It was during this time that I heard our Public Relations and Culture Department had received this proposal.

Watanabe: That's right. While we sensed our clients' growing awareness of the SDGs, we also heard many voices saying they were engaged in various SDG-related initiatives but didn't know how to communicate them. Even if they wanted to run commercials or newspaper ads, they lacked experience and didn't know where to start—they had no one to consult. When we were approached about this project, we found it appealing because it offered a new proposal for these clients.

Tanaka: For a newspaper company like ours, collaborating with businesses like advertising agencies, banks, or TV stations isn't particularly unusual. That said, this case, where four companies come together rather than partnering individually, is quite rare. Initiatives like this provide newspapers with an opportunity to offer customers a higher level of proposal. We believe that by continuing this effort, we can also provide even greater value.

Yamamoto: Our company, RKB Mainichi Broadcasting, had already been advancing SDGs projects by joining the "SDG Media Compact" – an initiative by the United Nations encouraging media organizations worldwide to promote SDGs information. Dentsu Kyushu Inc. took notice of our efforts within this framework, which led to this collaboration. Attempting such initiatives alone requires significant effort and presents high barriers, making it difficult to take the first step. However, by collaborating with three companies each possessing distinct strengths, the barriers are significantly lowered, allowing us to propose more accessible initiatives. The strength of this four-company collaboration is substantial.

New Insights Brought by "Children's Passion"

Yoshida: The core of the project involves elementary school children—who will be adults by 2030, the final year of the SDGs—interviewing adults working at local companies. They then create and publish articles highlighting what each company is doing. We call the participating children "Future Leaders." These articles appear on the project website and the media platforms of the collaborating companies. But the reason children became the protagonists stems from regional challenges facing Fukuoka, right?

Yonenaga: That was a major point. Looking at the city level, Fukuoka City has many people with strong local pride, and people are moving in from outside, so the population itself is gradually increasing. However, like other regions, a significant number of young people are leaving. Looking at Fukuoka Prefecture as a whole, the outflow of young people remains a challenge. Therefore, we set the goal of making this a region where children who will become adults in the future feel, "I want to be more involved with Fukuoka," and decided to place the Future Leaders as the protagonists. What are your thoughts on the concept of "Future Leaders"?

Tanaka: When newspapers cover SDGs, the topics often lean toward challenging subjects like the environment and decarbonization. However, many local SMEs are tackling these issues positively. I believe it's meaningful to share their stories through the hopeful perspective of the Future Leaders.

Yamane: SDGs are now incorporated into high school and university curricula, making them a topic with high awareness among young people. By focusing on children, we could potentially involve educational institutions more deeply in advancing these goals.

Yamamoto: That's certainly possible. When the Future Leaders' ideas emerged, they were brimming with positive imagery, and I honestly thought, "This looks fun." When adults introduce corporate initiatives, the content inevitably tends to be rigid, making it harder for the audience to relate personally. Adding a child's perspective, however, brings a freshness – "Oh, this is how the younger generation feels" – which I believe can make it more creative and engaging.

Watanabe: It also seems like children could provide valuable insights to the adults at the companies.

Yonenaga: I felt that too when I accompanied the Future Leaders on their interviews. During the interviews, some of the questions they asked—like "What do you think about the future?"—were the kind of direct, slightly startling questions that adults might hesitate to ask. Yet the corporate representatives being interviewed answered them sincerely. Seeing adults engage seriously with the children's straightforward questions made me feel it was a truly wonderful time.

Tanaka: I also noticed something striking when I accompanied them: many children had filled their notebooks completely with questions. It was heartwarming to see how earnestly they were thinking about the future in their own way. I believe it was also significant that companies like Nishi-Nippon City Bank and Dentsu Kyushu Inc. had carefully explained their corporate profiles and SDGs initiatives to the Future Leaders beforehand.

Four companies from different industries collaborate to explore the appeal of local businesses from a child's perspective. This not only boosts momentum for SDGs but also drives further corporate growth and contributes to children's education. That is the essence of "Make Fukuoka SDGs: Creating the Future." In the upcoming second part, we will discuss in greater detail the response to this project, its future developments, and regional challenges facing Fukuoka.

• For Fukuoka's Future: Local Businesses and Children Joining Hands Through SDGs (Part 2)