Press Release6 Young Japanese Eco-Entrepreneurs Win the BritishCouncil and LRQA E-idea CompetitionThe British Council and LRQA’s E-idea is an innovative competition that funds,supports and mentors young eco-entrepreneurs from seven Asia-Pacific countries29th August 2011. For Immediate ReleaseSix young eco-entrepreneurs triumphed over a field of 63 applicants in the E-idea competition, towin up to 600,000JPY in seed funding as well as mentoring and international training opportunitiesfor projects they have devised to address some of the environmental challenges facing their localcommunities.E-idea is an innovative competition that funds and mentors young eco-entrepreneurs in Australia,China, Indonesia, Japan, South Korea, Thailand and Vietnam, and was launched by the Rt HonWilliam Hague, the UK Secretary of State for Foreign & Commonwealth Affairs in January inAustralia.In each country, three prizes for start-up ventures and three ‘step-up’ prizes for expansions ofexisting projects were recruited The winning projects were selected by panel of LRQA and BritishCouncil specialists through face-to-face interviews after document screening.In Japan, E-idea was open to Japanese citizens and residents aged 18-35, and applicants wereasked to formulate proposals for projects that address one or more of the following sustainabilityissues: transportation, waste reduction, energy reduction and efficiency, sustainable design;initiatives for creative industries, and positive communications campaigns. The projects werefurther evaluated on their ability to produce behaviour change amongst a defined target audience,focus on a specific community or industry, capacity to be replicated or expanded over time, clearcommunications plan, prospects for future commercialisation and investor/donor appeal.The winning eco-entrepreneurs will each receive seed funding of up to 400,000JPY for “start-ups”or 600,000JPY for “step-ups”to implement their project. They will also enjoy professionalmentoring and access to LRQA’s global business network of 60,000 clients to gain the leadership,business, project management, technical, fundraising and marketing skills they will need to bringtheir E-ideas to fruition. The winners will also have opportunities to gain exposure through in-country, regional and UK media campaigns conducted by the British Council and LRQA. All the 42selected eco-entrepreneurs in the region will be announced on September on the E-idea websitewww.e-idea.org. The awards ceremony for E-idea winners in Japan will be held at the BritishEmbassy on 21st September 2011.E-idea Competition Details:Organisers: British Council, Lloyds Register Quality Assurance Limited (LRQA)Supported by: Ministry of the Environment (MOE)
Details of the projects from the 6 E-idea winners in Japan to follow:■Start –up E-idea winners『Exploring rice fields through Segways』 Taishi “Brian” Azuma （34years old MimasakaCity, Okayama Prefecture）Mountain villages and the maintenance of terraced rice fields are beingaffected by aging populations and reduction in rice production. Our projectis aiming to use the drainage systems of the terraced rice fields to produceenergy through the use of a micro hydroelectric generation system. Thisproject aims to create a new value to the cost of maintaining existing riceterrace fields by providing energy for local use. We aim to use the energyfor developing eco-tourist opportunities, powering Segways to increaseaccess to local sites, and promoting interaction between rural and urbancommunities. We are also looking to use the energy source to powervehicles and farming machines in place of the currently used fossil fuels to make our communitymore sustainable.『Cyclus』 Satoshi Yanagisawa （33 years old Nishi Tokyo City , Tokyo City）A fundamental paradigm shift is necessary to promote user awareness of atrue sustainable future, and design has a crucial role to play as a catalyst forthis shift. Cyclus has been designed as a hand-held, portable powergenerator, which can be taken anywhere and used in daily life Usingpractical and reliable technologies, users can rotate the lower part of theCyclus several times, providing constant rotational energy which can beused to recharge, for example, various hand-held digital devices without anegative impact to the environment. Through its design and use, Cyclusalso aim to promote user-awareness of the movement toward a moresustainable society.『Horses and Humans together』 Tatsunori Kikuchi （35 years old Daito Ward, TokyoCity ）Self-sufficiency rates for agriculture production are falling in Japan and thefood mileage of the products we buy are increasing. How can we increaseproduction in areas that are suffering from a fall in the number of theworking population and a decrease in the number of farms? For our projectwe are using unused land at a horse riding club in Tomisato City, Chibaprefecture. Using the horse manure from the riding club, we are developinga farming project which reduces dependency on fossil fuels and contributesto the conservation of local ecosystems. We are also looking to increasethe food self-sufficiency ratio in our area and also to address the issue ofunused farm land in communities.
■Step Up E-idea Winners『Energy Literacy Platform』 Shuichi Ishibashi （31 years old, Kawasaki City,Kanagawa Prefecture）Conserving energy is important both for environmental and economic reasons,but how many people really know how much electricity is used for the variousappliances and devices which surround them, or how much energy is savedby switching them off? Normally, we only realize how much energy we haveused once the bill comes from the electric company. However, the billscannot tell us how much energy was used for individual items such as therefrigerator and the vacuum cleaner. The Energy Literacy Platform (ELP) is atool that shows you how much electricity you are consuming in your home forindividual items. Users can learn more about the amount of electricity thatthey are consuming every day in a more intuitive way, and so increase theirhome energy literacy. Through the use of ELP, our goal is to reduce wastefulelectricity usage and promote more efficient home energy consumption.『Art School by FUNFAM』 Tsuneyuki Fujioka (35 years old Adachi Ward, TokyoCity）"Deforestation" has now become a hot issue worldwide, and there has been atightening of regulations for timber harvesting. Our goal is to make peopleaware of an alternative to fossil-fuel derived products by promoting bambootableware as a sustainable and renewable resource. We believeenvironmental issues will not be tackled until we examine our culture of massproduction and mass disposal. The "Art School workshop is an interactiveprogram for children to make original bamboo plates through their owndesigns in collaboration with the bamboo craftsman at FUNFAM. Through theworkshop, we aim to raise awareness of environmental issues among childrenand their families and provide an opportunity to learn more about the super,eco-friendly material- bamboo.『Tie for Change』 Hiromi Morimoto （34 years old Suginami Ward, Tokyo City）Tie for Change aims to change our perception and behaviour from a positionof looking at what we don’t have to one which embraces the richness of whatwe already possess. Utilising unwanted, donated neckties, we clean andremake them, and also use the ties to fashion into other items such ascufflinks, tie-clips and hair bands, which we sell at fairs and markets throughour professional image consultants. Tie for Change aims to contribute tosustainability by creating an ecological, educational and empoweringplatform, where “looking better” can lead to “making society better” by beingmore environmental friendly through the reuse of unwanted items. In theremaking of the ties, we provide employment opportunities to disadvantagedpeople in the society such as homeless and single mothers. We are keen toexpand this initiative to other countries.
About Lloyds Register Quality Assurance Limited (LRQA)LRQA is a member of the 250-year-old Lloyd’s Register Group and is a leading independentprovider of Business Assurance services including certification, validation, verification and training.The Group enhances the safety of life, property and the environment by helping our clients toensure the quality construction and operation of critical infrastructure. It comprises charities andnon-charitable entities, which support the charities in their main goal.LRQA brings a well-established independent and authoritative professional global network as wellas a high level of technical climate change expertise. The E-idea competition will give the youngwinning entrepreneurs the opportunity to work with LRQA’s global business network of 60,000clients.For more, please visit: http://www.lr.orgAbout the British CouncilThe British Council is the UKs international organisation for educational opportunities and culturalrelations. We create international opportunities for the people of the UK and other countries andbuild trust between them worldwide. We work in over 100 countries in the arts, education andEnglish and in 2010/11 we engaged face to face with 30 million people and reached 578 million.We have 6,800 staff worldwide. Our total turnover in 2010/11 was £693 million, of which our grant-in-aid from the Foreign and Commonwealth Office was £190 million. The remainder wasgenerated through trading activities such as English language teaching. For every £1 of taxpayermoney invested we earn £2.65 in additional income. For more information, please visit:http://www.britishcouncil.orgWith a proven track record working with young people across countries and cultures, the BritishCouncil is ideally positioned to engage and empower young people committed to finding solutionsto climate change and sustainability issues.Note: Company names and product names written on this page are registered trademarks.E-idea ContactsE-idea www.e-idea.orgBritish CouncilJapan contact Asia-Pacific contactNaoko Jihira Adam PillsburyHead of PR and Marketing Senior Communications ManagerBritish Council Japan Climate and Sustainability, British Council BeijingT. +81 0(3) 3235 8068 T +86 (10) 6590 6903 ext. 257E. email@example.com E. firstname.lastname@example.orgLloyds Register Quality Assurance Limited (LRQA)Asia-PacificRichard CookCorporate Communications Manager AsiaLloyd’s Register GroupT. +85 2 2287 9375E. email@example.com