Public infrastructure improvement utilizing advertisements
This model is to improve public infrastructure, such as park, toilet, utilizing adverting.
A propos de vous
The competition is only open to people between 18-34 years-old and resident in UK, Ireland, Sweden, Denmark or the Netherlands. Does this apply to you
Country of residence of entrepreneur
Tell us about your personal background. Why are you passionate about this issue? Making an idea a reality takes innovation, dedication and strong leadership. Do you have the necessary entrepreneurial skills to realize your vision?
A propos de votre organisation
Royaume Uni, XX
Pays dans lesquels ce projet crée un impact social
Royaume Uni, XX
Votre organisation est-elle une
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Le besoin : quel problème tentez-vous de résoudre ?
Because of recent recession, governments try to reduce the budget on public infrastructures and services. Thus, local societies face the difficulty to maintain or improve public infrastructures: for example, park, underpass and toilet. We need to find another way to improve them.
La solution: quelle solution proposez-vous ? Soyez précis !
To maintain or improve public infrastructures, continuous financial resources are necessary, because it requires the maintaining fees constantly. Therefore, transient financial resources, such as donations, are not suitable, and the financial resource should be sustainable. To build the win-win situations between society and companies can be a solution to be sustainable. To be more precise, first is collecting money from companies as adverting fee, second is improving public infrastructure using the money, and third is putting the companies’ advertisements on the public infrastructure. This idea can create win-win situation, because local citizens become comfortable because of the improved public infrastructure, and also the companies can put advertisements at attractive places and improve their image.
Le système : décrivez un exemple spécifique montrant de quelle façon votre initiative fonctionne ; indiquez vos principales activités.
A typical example is an enterprise to build covered bus stops though the use of advertisements. In this case, most of citizens felt uncomfortable with uncovered bus stops, but the local government did not have enough budgets to build them. The enterprise collected the money from companies as advertisements, and then built the covered bus stops. The activities brought benefits to not only the citizens but also the companies, because the citizens became comfortable thanks to covered bus stops, and the companies could advertise at bus stops, which were quite attractive places.
Le marché : qui sont vos collègues et vos concurrents ? Identifiez les autres personnes qui travaillent à répondre au même besoin et indiquez ce qui vous différencie d'elles. Comment ces concurrents pourraient-ils influencer votre réussite ou votre croissance ?
There are a lot of groups to clean or improve public infrastructures. To differentiate the activities, more creative approach is necessary. Many companies feel ineffectiveness of traditional marketing communications, such as TV and newspaper, and they try to find new advertisements: for instance, virus marketing or guerrilla marketing. If we can connect their needs and social needs, it will be new and creative approaches. For example, if dirty and dark underpass is changed to warm and clean with orange painting, it will be good marketing communication for Orange. In addition, if public infrastructures are changed to clean and comfortable, the places also will be changed to attractive places for advertisements.
Select the stage that best applies to your business
En place depuis moins d'un an
This Entry is about (Issues)
What is the social impact you have had to date and how you measure it?
Government’s deficit is significantly increasing, and the number of the people who often use public infrastructure, such as senior citizens, is also increasing. In addition, because of new internet websites, YouTube or Facebook, companies have realised the effectiveness of virus marketing, and the activities can be good virus marketing. Recently, everyone can broadcast information to world. Thus, to spend marketing budgets on social activities directly is more effective way to increase companies’ reputations.
What barriers might hinder the success of your business? How do you plan to overcome them?
The biggest barrier is to rapport the needs between local societies, local governments and companies. However, it is essential to implement the model. Networks are the most essential to solve the problem.
How does your model address financial, social, and environmental sustainability?
As mentioned, to build the win-win situation is the way in which the financial situation becomes sustainable. Thus, the activities should provide value for both societies and companies. In addition, the activities can enhance social sustainability. Because of aging society, a number of people will need the public infrastructure more and more. The activities can help senior citizens to be active, and then help societies to be active.
Awareness & learning
How do you see social entrepreneurship contributing to the improvement of developing countries?
The model can be applied to developing countries. Most of developing countries have insufficient public infrastructures. In addition, many multi-national companies try to enter developing countries’ market. In developing countries also, word-of-mouth and viral marketing is quite effective. Therefore, it is quite possible to expand the activities to developing countries by bridging both needs.
What aspects of your stay in Uganda as part of the competition do you think you will find most challenging and rewarding?
The most innovative point is to build win-win situation. In addition, recent dramatic changes of media and consumer behaviour enable us to success the model, because catchy marketing can be broadcasted via digital media, and consumer strongly evaluate companies’ social responsibility. In addition, It is worth to mention that to improve public infrastructures is to create attractive advertisement places.