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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
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
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
Lost List, Ingraham Emotional change: loss Most people in Chengdu either lost someone they knew or knew someone that did. Everyone was affected.
Psychological Change: THE CHANGE AGENCY Insecurity
Threat to future of Chengdu Jobs, business, tourism, families were all uncertain amidst recurring aftershocks.
*USGS recorded hundreds of aftershocks over 4.0 magnitude
Andrea Hsu/NPR Residents fled buildings for the sidewalks of Chengdu, capital of Sichuan province.
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.
Different from NYC 9.11, New Orleans’ Katrina, even recent Haiti quake, each disaster presents unique challenges and difficulties
DJY man, Ingraham Facing complex human emotions We were dealing the human factor, and all different and complex emotions involved: Pride, Fear, Stress, Hope,
http://www.flickr.com/photos/22002893@N05/3934097992/ More than just a communications brief, more than just brand planning
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.
Geographical Hub for Relief Donations started flowing in immediately and Chengdu became a geographical hub for relief effort
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
Triumph of the Spirit of the Chengdu people THE CHANGE AGENCY human spirit:
The strength of the Chengdu people: “A Happy City” THE CHANGE AGENCY
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”
Phase 1: Re-assure “All because of you, Chengdu will be better” THE CHANGE AGENCY
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
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.
Chengdu writer Jie Chen Wrote a moving article about the unshakable foundation of the city & spirit of its people.
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.’
Source: China National Statistics Bureau – Survey: 2008 May and August Result: Residents’ Recognition of Safety
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
Source: Chengdu City Bureau of Statistics Result: Real Estate Recovery (80 % turnaround from May to July ）
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
Results: GDP recovery 2009 Q1 GDP = RMB 85.6 billion 12.3% increase on 2008
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”