Global Society / Local Communities

 Social contribution: Nurture human resources and enhance the cultural life of our host communities.<Global Common Theme> Environment Education Traffic Safety *Fourth theme "Society and Cultures" is added in Japan.

Examples of Initiatives in Japan ( Education/Society and Culture )

Education

Toyota engages in activities to foster human resources based on the fundamental policy that "Toyota will maximize the benefits of its social contribution activities by working with partners; by using our resources effectively; and by concentrating on initiatives that address real social needs, including fostering future human resources." The Toyota Children Meet Artists program is a representative example of these activities.

Providing Emotional Care to Children through Children Meet Artists

Toyota Children Meet Artists is a next-generation education program run by Toyota in cooperation with the NPO, Children Meet Artists, and executive committees in each region. The program is designed to foster children's sensitivity and nurture dreams through interaction with artists, and has been run in regions around Japan since 2004.
Activities were carried out in Tottori and Kochi Prefectures in 2011, and in Miyagi, the "Minami-sanrikucho Future in a Song" project was launched based on the idea that the voices of children, who will be the future of the town, will contribute to its revitalization. Workshops were held involving Minami-sanrikucho's five elementary schools to create and present a song to the people of the town written in the children's own words with their own melody expressing what they had witnessed first hand in the year following the earthquake. The original song was sung at a memorial service organized by the town on March 11 in the hope that it would help alleviate some of the pain and suffering of local people.

The lyrics reflected the children's feelings over the past year
The lyrics reflected the children's feelings over the past year

The song was sung at a memorial service on March 11 © Masashi Asada
The song was sung at a memorial service on March 11 © Masashi Asada

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Other Main Activities in FY2011 to foster Human Resources

  • ‘Scientific Jack-in-the-Box! The Why/What Lecture’ hands down fun of monozukuri (manufacturing) to elementary school children Number of participants in FY2011: 1,226
  • Providing an automobile technical training course in Portuguese for Brazilian residents of Japan Cumulative total of graduates: 241
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Voluntary Activities at Elementary Schools as Part of the New Employee Training Program

As part of their training, newly graduated recruits who partake in general office and technical work have been involved in beautification activities at elementary schools in Toyota City since FY2011. The purpose is to raise awareness among the recruits that they are members of a company that supports the local community, and to foster human resources who will actively take part in the development of the region. With the help of the Board of Education, around 500 recruits took part in activities prompted by requests from schools to remove dirt and sand from ditches, establish vegetable gardens, and clean windows in high places at eight elementary schools in Toyota City in April 2012. The recruits worked enthusiastically while interacting with the children. These activities epitomize the strong bonds the Toyota Head Office has with the local community and expectations from the community for these activities are high.

Comments from Participants
  • Seeing the children who greet us every time we meet reinforced the importance of simple greetings.
  • Many children expressed their gratitude and it has inspired me to try and set an example for them in the future.
  • The children knew a lot about Toyota and Toyota cars, and it made me realize their keen interest in the company, which made me very happy.
  • It made me realize that I must not forget the basic fact that the business activities of Toyota are sustained by the understanding and support of the local community.

Removing dirt and sand from ditches after removing coverings
Removing dirt and sand from ditches after removing coverings

New recruits taking part in volunteer activities at Koromogaoka Elementary School
New recruits taking part in volunteer activities at Koromogaoka Elementary School

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Society and Culture

For the enrichment of society, Toyota engages in arts and cultural activities including music and dance, focusing on the promotion of local culture, the fostering of the younger generation, and the expansion of the range of activities. We also work toward creating a harmonious and interdependent society where a diverse range of people respect one another, develop self-reliance and work together to realize a mutually supportive society, and take part in activities to promote regional culture, welfare services and self-reliance.

Toyota Community Concerts Celebrate 30th Anniversary

Toyota Community Concerts aim to contribute to the promotion of local culture through music. Local Toyota dealers and Toyota provide support to concerts staged by amateur orchestras performing in their respective regions. These activities began in 1981 and celebrated their 30th anniversary in FY2011. Thirty-one concerts were held in 18 prefectures attracting 26,000 people in FY2011. Apart from the usual concerts held every year, children of nearby schools were given lessons on playing musical instruments, with a portion of the proceeds from admission fees donated to welfare facilities, while other special projects were implemented to mark the 30th anniversary. The September 2011 concert in Misatomachi in Miyagi Prefecture marked a fresh start for members of the orchestra who had lost their houses along with their musical instruments in the Great East Japan Earthquake.
In support of revitalization efforts, amateur orchestras from all over Japan visited disaster stricken areas to perform concerts at schools, halls, and commercial facilities. In addition, we invited orchestra members who had lost venues where they could perform due to the earthquake. A total of 13 such concerts were performed. These activities, which have their roots in the local community, will be continued in the future based on the wish to deliver smiles to people all over the country through music.

Achievements in FY2011:
31 concerts held in 18 prefectures with approximately 26,000 attendees
Cumulative achievements:
1,371 concerts held in 45 prefectures with approximately 1.104 million attendees

Recovery aid concert by the Iwaki Symphony Orchestra
Recovery aid concert by the Iwaki Symphony Orchestra

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Toyota Master Players, Wien - Charity Concerts Held in Sendai and Morioka

Toyota Master Players, Wien has been giving concerts since 2000 in a specially formed orchestra consisting of 30 people, including the head musician of the Vienna Philharmonic and performers from the Vienna State Opera. The concert in 2011 was canceled as a result of the Great East Japan Earthquake, but in 2012, the year of the 10th tour, seven concerts were staged in seven cities across Japan attracting 11,000 people (the Nagoya concert was jointly performed by the Nagoya Philharmonic Orchestra).
A special concert in Morioka was added to the tour this time as part of the "Kokoro Hakobu Project," and all proceeds from ticket sales of the Sendai and Morioka concerts were donated to funds for the educational assistance of children in Iwate, Miyagi, and Fukushima Prefectures, many of whom lost their parents in the disaster. Orchestra members also visited and performed at high schools in Tono City in Iwate Prefecture and Higashi-Matsushima City in Miyagi Prefecture.

Achievements in FY2012:
7 concerts held in 7 prefectures with approximately 11,000 attendees

Sendai Concert ©Studio 02
Sendai Concert ©Studio 02

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Main Topics in FY2011 on Other Social and Cultural Activities

A "Table for Two" program to provide meals to African children was launched in June 2011. The program has been adopted in the district around Head Office and at the Tokyo Head Office, Nagoya Office, Higashi-Fuji Technical Center, and Nisshin Training Center as of May 2012. A total of 1.26 million yen, including the matched amount, was donated to the cause.

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Examples of Overseas Initiatives

Turkey Sends Senbazuru to the Disaster-Stricken Northeast Japan
Europe: Toyota Motor Manufacturing Turkey Inc. (TMMT)

At an event for TMMT members and their families, the Japanese staff set up a "senbazuru (thousand origami cranes) stand." They demonstrated paper cranes folding to Turkish employees and their families while explaining the senbazuru tradition. The cranes made by Turkish employees were then collected, and the heartfelt compassion with which the cranes was made was thoroughly communicated to the disaster-stricken town of Sumita in Iwate Prefecture after they were delivered by TMC volunteers in Japan.
Meanwhile, TMC and two Turkish affiliates sent 10 million yen in relief money for victims of the 7.2-magnitude quake in eastern Turkey in October 2011.

Senbazuru Project
Senbazuru Project

Thai Flood Damage Relief
Asia: Toyota Motor Thailand Co., Ltd. (TMT)

The flooding of Thailand's Chao Phraya River basin started in July 2011 and continued for more than 3 months, causing large-scale damage of 6 million hectares of land and over 400 deaths. As relief measures, TMT took a "twin-track" approach that consisted of emergency countermeasures in November and a recovery plan that would run from December to May of the following year. As part of the emergency measures, TMT sent a total of 20.5 million baht in emergency relief funds to organizations such as the Thai Red Cross and the Prime Minister's office, as well as 2.6 million baht's worth of survival kits, 31 boats, and finally, approximately 16,000 employee volunteers who contributed daily to relief efforts.

Volunteer clean-up activities
Volunteer clean-up activities

Helping Hearts Heal After the Sichuan Earthquake
China: Toyota Motor (China) Investment Co., Ltd. (TMCI)

The Sichuan Earthquake in May of 2008 resulted in massive damages. TMCI immediately announced its support for rescue activities by donating emergency assistance funds. A particular focus of the support activities was to help heal the hearts of the local citizens. Initiatives implemented included a project to offer 1,000 complimentary outdoor movie screenings; the Toyota Bookmobile project that utilized Coaster buses to visit and replace books periodically at 50 elementary schools; and the Toyota Study Assistance Fund to students affected by the disaster. The Toyota Bookmobile continued until 2011 and special allocations for the Toyota Study Assistance Fund will continue until 2013.

Study Assistance Presentation Ceremony
Study Assistance Presentation Ceremony

Helping the St. Bernard Project Rebuild Homes Destroyed by Hurricane Katrina
U.S.: Toyota Production System Support Center (TSSC)

Tens of thousands of homes were destroyed by Hurricane Katrina when it struck the southeast United States in 2005. The St. Bernard Project is a non-profit organization that has rebuilt over 400 such homes with the help of veterans and volunteers. TSSC undertook a task of reviewing the rebuilding processes and making them more efficient based on the Toyota Production System (TPS). Working together with the St. Bernard Project, we were able to reduce the lead time for rebuilding a home significantly.
With the philosophy of Toyota Production System, TSSC will continue to support more companies, public service and nonprofit organizations through development of people.

Rebuilding of destroyed homes
Rebuilding of destroyed homes

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