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環境自治体ベストプラクティス集 - アーススマートプロジェクト〜スイーツ(お菓子)と学習机〜

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越前市
アーススマートプロジェクト〜スイーツ(お菓子)と学習机〜


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環境への関心を高めることが地域経済の振興にもつながるというプロジェクトで、スイーツや学習机というアイテムで環境問題に関心のない人、若い世代へのアピールを成功させている。

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  • 分野:O.環境に配慮した産業の推進

事例本文

アーススマートプロジェクトは、2005年と2006年の2年間取り組まれたキャンペーンで、
1年目は「バレンタインデーには環境と健康を大切に考えたスイ-ツ(アーススマートなスイーツ)を、
地元のお店で買って、自分の愛する人、大事にしたい人に贈ろう」
と市役所のウェブサイトなどを通じて市民に呼びかけた。

また、地元のケーキ店にキャンペーンへの参加を呼びかけたところ、
従来から国産材料にこだわりを持って使用していた店や、
オーガニックの材料を選んで使っていた店がキャンペーンのために新たな商品を作ったり、
オーガニックのチョコレートを仕入れたり、プリンやカップケーキでは
使い捨て容器を使わず、食べた後も家で使ってもらえるようにと、
おしゃれなこだわりの器で販売したりと、店独自の工夫をして参加した。

購入者の目印となるようにキャンペーン参加店の店頭には共通のポスターを掲示した。

2年目には地元の大学生とコラボレーションし、
実行委員会形式キャンペーンを展開し越前市内の8つの菓子店が参加した。

また、若者ならではのアイデアも活かされイベントなどでもチラシを配布、
大学やバレンタインデー用にスイーツやチョコレートをよく購入すると思われる年齢層の
女性が行きそうな美容室などにもチラシを置いてもらった。

実行委員会では、環境に関心の薄い層にも興味を持ってもらえるよう
スイーツが買える店を紹介するブログも立ち上げ、
チラシ、ポスター、商品に貼るシールを大学生がデザインした。

その結果、地元のテレビや新聞、地域の雑誌をはじめ、越前市以外のNPO
そのウェブサイトで紹介するなど、いろいろな場所で取り上げられ話題となった。

キャンペーンの参加店では、関連商品の売り上げが上がった店もあり、
環境と経済の両立という目標について一定の成果が見られた。

「健康と環境に配慮したスイーツ」としては、下記のいずれかの条件に該当するものとし、
作り方は各店で考えてもらった。
統一した基準は設けず、現在ある商品でもOKということにした。

・国内産の食材を使っている(輸送にかかるCO2,排気ガスの削減)
オーガニック食材を使っている(畑の生態系の保全)
保存料着色料添加物を使っていない(健康への配慮)

2年目にはスイーツだけでなく、
「木のぬくもりがいのちを支える学習机(アーススマートな学習机)キャンペーンを合わせて行った。

小学校に入学予定の児童保護者に対し、幼稚園保育園を通じて地場産材を使用した製品や、
化学物質の使用が少ない製品を選ぶことが環境や健康によいという内容の啓発チラシを配布し、
アーススマートな学習机を選ぶように呼びかけた。

越前市の武生は、もともと建具や家具の腕のよい職人がいることで有名だが、
その地場産業を活かしたうえで、子どもたちの未来と健康を考え、間伐材や国産材を使用した製品や、
ホルマリン加工などの環境に配慮した商品や学習机を選ぼうと提案した。

参加店では店頭にキャンペーンポスターを貼り、宣伝素材である
杉の木の端切れでつくった宣伝素材を設置し市民に関心を持ってもらえるよう販売促進に努めた。

現在、このキャンペーンは実施されていないが、
2005〜2006年当時は多くの市民を巻き込んだフェアトレードや食材や木材の地産地消
地域経済の活性化を合わせたキャンペーンはまだほとんどなかった。
今でも画期的で非常に魅力的なキャンペーンだったといえる。

自治体情報

自治体名 越前市(外部リンク)
都道府県名 福井県
人口 85,614人
部署名 産業環境部環境政策課
TEL 0778-22-5342
FAX 0778-22-7989
E-mail kankyou@city.echizen.lg.jp

詳細検索:条件をk選択して検索できます。


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google地図から検索:Google Mapから検索できます。 google画像から検索:事例ごとの画像で検索できます。

キーワード検索:気になる用語で検索できます


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キーワード一覧へ


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