Fareeda's Rebuilding Chengdu

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Fareeda told a highly emotional story of how we helped to rebuild Chengdu City after the earthquake of 2008.

Fareeda told a highly emotional story of how we helped to rebuild Chengdu City after the earthquake of 2008.

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  • This is a story of change
  • Chengdu has been a significant place for over 3,000 years and has been one of the foremost commercial cities in China since the Tang dynasty, over 1,200 years ago.
  • Balanced Urban development features a balance between urban and nature developments as the natural environment is an essential part of Chengdu.
  • Relaxed they never seem to let modern day urban pressure get the better of them.
  • Immediate physical change: shock 15 million in surrounding area, 6 million in urban area
  • Immediate physical change: shock 15 million in surrounding area, 6 million in urban area
  • Immediate physical change: shock 15 million in surrounding area, 6 million in urban area
  • Immediate physical change: shock 15 million in surrounding area, 6 million in urban area
  • Immediate physical change: shock 15 million in surrounding area, 6 million in urban area
  • Chinese women cry on a street after an earthquake strike in Chengdu of southwest China's Sichuan province, Monday, May 12, 2008. Thousands of soldiers and police were dispatched to central China after a massive earthquake Monday killed at least 107 people and buried nearly 900 schoolchildren. (AP Photo/Color China Photo) ** CHINA OUT **
  • Emotional change: loss Most people in Chengdu either lost someone they knew or knew someone that did. Everyone was affected
  • Psychological change: insecurity, shaken Due to continuing aftershocks citizens were sleeping on the streets in constant fear, unwilling to return to their homes. City government issued several warnings of upcoming aftershocks. Threat to future of Chengdu (jobs + business + tourism + families) Threat to identity and values
  • Psychological change: insecurity, shaken Due to continuing aftershocks citizens were sleeping on the streets in constant fear, unwilling to return to their homes. City government issued several warnings of upcoming aftershocks. Threat to future of Chengdu (jobs + business + tourism + families) Threat to identity and values
  • People replaced their buddy icons with B&W photos on their SNS and messenger profiles
  • "This is the first time that the flag has been lowered for ordinary civilians in Chinese history, ever,"
  • Shifting Chinese Value More than money
  • More than just a communications brief, SINA PHOTO Smore than just brand planning No pre-earthquake benchmarks Different from NYC 9.11, New Orleans’ Katrina, even recent Haiti quake, each disaster presents unique challenges and difficulties
  • Facing complex human emotions We were dealing the human factor, and all different and complex emotions involved: Pride, Fear, Stress, Hope,
  • Facing complex human emotions We were dealing the human factor, and all different and complex emotions involved: Pride, Fear, Stress, Hope,
  • Because of it’s proximity as the closest big city, and due the speed of worldwide media trying to get the story, Chengdu was quickly sealed in the perception of people in China and abroad as the epicenter. Some stories even called it the ‘Chengdu Earthquake’. For this reason, our challenge was made even greater, that people assiociated chengdu with disaster and destruction.
  • But actually – chengdu, before people knew it was acting as the the hub. Chengdu was a geographical hub for relief effort Relief efforts from Int’l and domestic parties were centered here Central Government leaders arrived via Chengdu Donations started flowing in immediately
  • Also became a psychological hub for relief. And we saw an Outpouring of Spirit from citizens People were frightened but spend all their time to help Offices close to dedicate effort to relief logistics and planning Responsible, Caring
  • Also became a psychological hub for relief People were frightened but spend all their time to help Offices close to dedicate effort to relief logistics and planning Responsible, Caring
  • Also became a psychological hub for relief People were frightened but spend all their time to help Offices close to dedicate effort to relief logistics and planning Responsible, Caring
  • Also became a psychological hub for relief People were frightened but spend all their time to help Offices close to dedicate effort to relief logistics and planning Responsible, Caring
  • 2. Celebrate how they were already inspiring each other
  • Our aim was to celebrate the spirit of the Chengdu people
  • “ I love this city. 微笑的模样 温柔中坚强 手放我心上 I love this city. 起舞的模样 如清澈阳光 轻吻你的窗 I love you, I love my city. 就像你永远爱我一样 I know you are the rainbow of my heart. 就像你永远爱我一样 I love the city. 安静的模样 无论在何方 守望她梦想 I love this city. 骄傲的模样 阳光做翅膀 飞往彩虹方向 I love you, I love my city. 就像你永远爱我一样 I know you are the rainbow of my heart. 就像你永远爱我一样”
  • Our online micro site turned into a live community portal attracting practically the entire population of the city: mycd.qq.com – The daily hits of the website increased from 0.2 million just after launch on 20th June to 0.5 million soon after. That’s one out of every 8 citizens checking in everyday with this their community portal. By 20th August, in 2 months the accumulated flow rate was a staggering 22.45 million
  • We wanted to leverage the already impressive showing of investment and rebuilding efforts by real businesses and businessmen to communicate the opportunity to even more in the business audience. Second Phase: Attracting Investment Gateway to the West, Chengdu’s Opportunities We wanted to leverage the already impressive showing of investment and rebuilding efforts by real businesses and businessmen to communicate the opportunity to even more in the business audience. 西部门户 机遇成都 通过挖掘地震后经济专家力挺成都经济的言论和企业家进行投资或增资的实际行动 , 以案例的形式,用他们对成都的评价、实际投资、看好成都发展机遇的一句话,真实再现地震后成都经济又快又好发展的形式,传达机遇成都的讯息。
  • 犬伏泰夫
  • http:// chart.apis.google.com/chart?cht = bvs&chs =400x400&chd=t:27,44|110,107&chco=4d89f9,c6d9fd&chbh=80&chds=0,160&chxt= x,y&chxl =0:|end%20May|mid%20Aug|1:|10%|20%|30%|40%|50%|60%|70%|80%|90%|100%&chbh= a&chdl =Very%20Safe|Quite%20Safe&chco=4d89f9,c6d9fd
  • http:// chart.apis.google.com/chart?cht = bvs&chs =500x400&chd=t:71,142&chco=4d89f9,c6d9fd&chbh=80&chds=0,160&chxt= x,y&chxl =0:|end%20May|mid%20Aug|1:|10%|20%|30%|40%|50%|60%|70%|80%|90%|100%&chbh= a&chdl =Willing%20to%20travel%20or|recommend%20others
  • Real estate is always the biggest casualty after disasters and Chengdu was no exception, in my the trading volume dived to 797 properties, but in July the volume was already back to 1441 – a turnaround of 80%!
  • 年度品牌城市成都: 因为有你, 成都更美丽
  • The third phase emphasized the participation of everyone in the rebuilding effort, championed the positive spirit shown by those who were already contributing and encouraged even more to join in the rebuilding effort. 一起创造 共同分享 以参与重建过程中普通人的视觉,全面展示在智慧创新、仁爱包容、自强奋进的精神支撑下,成都市民和国内外的援建机构一起创造的一个个成绩。展示成绩背后来自普通人的英雄情怀,感动和号召更多的外界人士和机构积极参与成都灾后重建并共同分享。
  • China Daily – Yu Ping ‘After the Tragedy, the trauma still a challenge” Wheel-chair bound teenagers formed their own guitar band to use music to soothe their wounds, both physically and psychologically.

Transcript

  • 1. REIGNITING CHENGDU’S MOST LIVABLE SPIRIT THE CHANGE AGENCY
  • 2. http://www.flickr.com/photos/spursfan_ace/2328879637/ to spot, understand and interpret change.
  • 3.  
  • 4. What is THE CHANGE AGENCY Chengdu?
  • 5. 成都 Cheng’du
  • 6. A place THE CHANGE AGENCY of history
  • 7.
      • Chengdu means ‘To become a capital’, ‘Land of Abundance’ and ‘Country of Heaven’. It is known for its famous poets, namely Du Fu
    天府之国
  • 8. Tourism THE CHANGE AGENCY Capital
  • 9. http://www.flickr.com/photos/phantagom/2467580447/in/set-72157605015910514/
      • The Home of Panda Chengdu is seen by tourists as the place to see real China
  • 10. Gateway to the west Chengdu is located as a window to many hard to reach tourist destinations in SW China
  • 11. http://www.flickr.com/photos/mywayaround/3025106376/
  • 12. Business & THE CHANGE AGENCY Economic Centre
  • 13. ‘ Go West’ policy Chengdu is the focal point of the central government’s policy to develop the inland economy
  • 14. Culture Centre THE CHANGE AGENCY
  • 15. http://www.flickr.com/photos/anyongfu/449183917/sizes/o/ Tradition Chengdu is steeped in local traditions including performing arts.
  • 16. http://www.flickr.com/photos/qiaomeng/2388429857/ Cuisine Culture Chengdu is famous for its spicy food, especially as the home of Hot Pot
  • 17. http://www.flickr.com/photos/bricoleurbanism/3420762973/ Cafe Culture Chengdu is also known for its leisurely pace and laid-back attitude
  • 18. The People THE CHANGE AGENCY
  • 19. The People Urban vs rural pop. 6 m urban vs 15 m in less developed surrounding towns. http://www.flickr.com/photos/jamison_litten/446074900/sizes/l/
  • 20. Intersection of Culture a visible balance of local and western culture is seen around Chengdu.
  • 21. Community a visible attribute of Chengdu culture. It can be seen in the tea houses and in parks where people gather to chat play cards and pass time.
  • 22. Relaxed they never seem to let modern day urban pressure get the better of them.
  • 23. http://www.flickr.com/photos/22002893@N05/4079956150/in/set-72157622261719171/ Authentic You will feel a sense of earthy honesty if you meet one of them.
  • 24. Voted in top ten ‘Most Livable Cities’
  • 25. THE THE CHANGE AGENCY CHANGE
  • 26. 12.05.2008 14:28
  • 27. http:// www.npr.org/templates/story/story.php?storyId =90366623 Alice Kreit/NPR Felt in Beijing and Bangkok Largest earthquake China has seen since the 1979 Tangshan earthquake that killed over 600,000
  • 28. Physical Change: Shock THE CHANGE AGENCY
  • 29. Beichuan, minutes after the earthquake – REUTERS PHOTO http://bop.nppa.org/2009/still_photography/winners/?cat= EPS&place =1st&item=132403 Immediate physical change: shock 15 million in surrounding area, 6 million in urban area
  • 30. BeiChuan, 5-13 AP Photo
  • 31. http://news.sina.com.cn/pc/2008-06-17/326/823.html Sina Photo
  • 32. AP Photo Chengdu, 12 May
  • 33. Emotional Change: Loss THE CHANGE AGENCY
  • 34. Chinese women cry on a street after an earthquake strike in Chengdu of southwest China's Sichuan province, Monday, May 12, 2008. Thousands of soldiers and police were dispatched to central China after a massive earthquake Monday killed at least 107 people and buried nearly 900 schoolchildren. (AP Photo/Color China Photo) ** CHINA OUT ** AP Photo
  • 35. Lost List, Ingraham Emotional change: loss Most people in Chengdu either lost someone they knew or knew someone that did. Everyone was affected.
  • 36. Psychological Change: THE CHANGE AGENCY Insecurity
  • 37. http://www.flickr.com/photos/lukas/2520780248/sizes/l/
      • Threat to future of Chengdu Jobs, business, tourism, families were all uncertain amidst recurring aftershocks.
      • *USGS recorded hundreds of aftershocks over 4.0 magnitude
  • 38. Andrea Hsu/NPR Residents fled buildings for the sidewalks of Chengdu, capital of Sichuan province.
  • 39. Michael Pachniewski http://www.allamericanpatriots.com/48747967_aftershocks-china-topple-more-420000-houses Psychological change: insecurity, future shaken Due to continuing aftershocks citizens were sleeping on the streets in constant fear, unwilling to return to their homes.
  • 40. 成都开出地震后第一列旅客列车 http://www.8aogu.cn/zixun/zaiquzhaopian/
      • Threat to identity and values
  • 41. The Task THE CHANGE AGENCY & Challenge
  • 42. AP Photo
  • 43.  
  • 44.  
  • 45.  
  • 46. 3 minutes silence http://www.zhongnanhaiblog.com/2008/05/three-minutes-at-jishuitan.htm http://www.chinavortex.com/2008/05/lets-see-how-many-ways-we-can-get-this-wrong/ www.zhongnanhaiblog.com/
  • 47. May 19: Google Search Log
  • 48. http://news.sina.com.cn/z/photo/06/08earthquake/06/index.shtml 联系上家人的战士激动得流泪
      • No pre-earthquake benchmarks
      • Different from NYC 9.11, New Orleans’ Katrina, even recent Haiti quake, each disaster presents unique challenges and difficulties
    SINA PHOTO
  • 49. DJY man, Ingraham Facing complex human emotions We were dealing the human factor, and all different and complex emotions involved: Pride, Fear, Stress, Hope,
  • 50. http://www.flickr.com/photos/22002893@N05/3934097992/ More than just a communications brief, more than just brand planning
  • 51. ChengDu Earthquake Because of it’s proximity as the closest big city, and due the speed of worldwide media trying to get the story, Chengdu was quickly sealed in the perception of people in China and abroad as the epicenter.
  • 52. 5 月 16 日,中国红十字会 成都 备灾救灾中心到处都是义务 志愿者 和社会各界捐助的物品 www.taihainet.com/news/cnnews/gn...66.shtml
      • Geographical Hub for Relief Donations started flowing in immediately and Chengdu became a geographical hub for relief effort
  • 53. http://news.sina.com.cn/pc/2008-06-17/326/823.html 成都市民聚集在广场上悼念遇难同胞 成都市民聚集在广场上悼念遇难同胞。 Most importantly, Chengdu became a psychological hub for relief. People were frightened but spend all their time helping out with the effort. Photo courtesy of Sina
  • 54. IBM 成都 分公司 志愿者 与什邡红白镇中心学校师生共度周末 . 5.12 大 地震 过去已经 1 年多 www.fengsung.com/n-2829.html
  • 55. http://hb.qq.com/a/20091029/000497_1.htm
  • 56.  
  • 57. The THE CHANGE AGENCY Approach
  • 58. Our Approach:
    • Restore the values of the Chengdu people
    • Celebrate the spirit of the community
    • Encourage them to look to a better tomorrow
    THE CHANGE AGENCY
  • 59. Triumph of the Spirit of the Chengdu people THE CHANGE AGENCY human spirit:
  • 60. The strength of the Chengdu people: “A Happy City” THE CHANGE AGENCY
  • 61. Strategic Roadmap 1 year 2 years 3 years Timeline Phase 3 “Create together, Share together” Recruit: the heard of China Phase 2 “Gateway to the west” Re-energize: Business & Tourism Reassure: Safety & Values of Chengdu Phase 1 “All because of you, Chengdu will be better”
  • 62. Phase 1: Re-assure “All because of you, Chengdu will be better” THE CHANGE AGENCY
  • 63. Chengdu policeman & traffic program host Tan Qiao. He was our face for the police, medical, taxi and other emergency services in the city. For days & weeks these people served the citizens tirelessly demonstrating exemplary sense of community
  • 64. Chengdu traffic radio DJ Sun Jing The familiar everyday voice on the radio became the voice of sanity & self believe. Broadcasting 48 hours non-stop and in the weeks after, she was both a source of information & a voice of inspiration.
  • 65. Chengdu writer Jie Chen Wrote a moving article about the unshakable foundation of the city & spirit of its people.
  • 66. Chengdu girl & China Super Girl contest winner Zang Liang Ying called upon to lend her voice to the theme song 我爱这城市‘ I love this city.’
  • 67. Song for Chengdu: “ I Love This City”
    • “ I love this city. A smile appears
    • Gently put my heart in a strong hand
    • I love this city...I love you, I love my city.
    • Just like you’ve always loved me
    • I know you are the rainbow of my heart.
    • Just like you’ve always loved me
    • I love the city. In a quiet way
    • No matter where, Keeping guard of her dream
    • I love this city. In a proud way.
    • The sunlight takes flight towards the rainbow
    • I love you, I love my city.
    • Just like you’ve always loved me
    • I know you are the rainbow of my heart.
    • Just like you’ve always loved me
  • 68.  
  • 69.
    • Theme song spread like wildfire as ring tone and download
    • Search for song & music video showed:
        • Baidu: posted on 64,000 related pages
        • Sogou: 145,597 web pages
        • Google: 85,000 items found
  • 70. www.bates141.com Daily hits from 200,000 to 0.5 million. That’s one out of every 8 citizens checking in everyday with this their community portal. Dedicated Community portal site at mycd.qq.com/
  • 71.
    • Phase 2: Re-energize
    • Building Business confidence “Gateway to the West, Chengdu’s Opportunities”
    THE CHANGE AGENCY
  • 72.  
  • 73.  
  • 74. www.bates141.com
  • 75. The Results
  • 76. Source: China National Statistics Bureau – Survey: 2008 May and August Result: Residents’ Recognition of Safety
  • 77. The mood outside of China Result: Willingness to Travel to Chengdu Or Recommend Others to Travel Source: China National Statistics Bureau – Survey: 2008 May and August In May only 51% of people were willing to visit Chengdu in the next 6 months. By August, 89% were willing to visit or recommend others to visit Chengdu
  • 78.
    • Rea
    Source: Chengdu City Bureau of Statistics Result: Real Estate Recovery (80 % turnaround from May to July )
  • 79. Results: Investment recovery From May to August 2008 New projects signed: 257 projects Total revenue generated: USD 186.3 billion* *historical record for Chengdu investment
  • 80. Results: GDP recovery 2009 Q1 GDP = RMB 85.6 billion 12.3% increase on 2008
  • 81. Sina’s City Brand of the Year www.bates141.com http://ent.sina.com.cn/s/2008-12-20/10512304587.shtml “ Reason for selection in 2008: Chengdu started the ‘All because of you’ campaign, which made people believe that Chengdu is still a city that once you come, you won’t want to leave”
  • 82.
    • Phase 3: Recruit
    • “ Create Together, Share Together”
    www.bates141.com THE CHANGE AGENCY
  • 83. The Outlook: There is still a lot of work to be done
  • 84. http://www.flickr.com/photos/ironrodart/4132833849/sizes/o/ The Outlook: Chengdu Moving onwards From Chengdu, to beyond Chengdu, to beyond China – International campaign THE CHANGE AGENCY
  • 85. Impact of Change: Guang Yuan - Hong Qi School THE CHANGE AGENCY
  • 86.  
  • 87.  
  • 88.  
  • 89. THANK YOU! THE CHANGE AGENCY
  • 90. Photo Credits
    • Slide 2: www.flickr.com/photos/spursfan_ace/2328879637/
    • Slide 9: www.flickr.com/photos/phantagom/2467580447
    • Slide 10: Photo courtesy of Chinese Currents/Steve Bale
    • Slide 11: www.flickr.com/photos/mywayaround/3025106376/
    • Slide 15: Photo by Andrew Keller
    • Slide 17: www.flickr.com/photos/bricoleurbanism/3420762973/
    • Slide 19: www.flickr.com/photos/jamison_litten/446074900/sizes/l/
    • Slide 22: Photo courtesy of Chinese Currents/Steve Bale
    • Slide 23: www.flickr.com/photos/22002893@N05/4079956150
    • Slide 44: www.flickr.com/photos/22002893@N05/3934097992/
    • Slide 70: www.zhongnanhaiblog.com/cgi-bin/mt/mt-t.cgi/366
    • Slide 82: Yu Ping (China Daily)
    • Slide 83: www.flickr.com/photos/ironrodart/4132833849/sizes/o/
  • 91. THE CHANGE AGENCY