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.
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
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.
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,
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.
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.
68.
69.
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/
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.
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
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.
83. The Outlook: There is still a lot of work to be done
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。
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.