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Information Type Asia/Pacific | Korea
Date Updated 2015-09-08
Subject The Workshop Scene: 1st Batch of ‘H–Social Creator’
The Workshop Scene: 1st Batch of ‘H–Social Creator’(1)

Have you heard of CSV? Creative Shared Value, or frequently referred to as CSV, is an activity of solving social issues as well as creating shared corporate values. While CSR (Corporate Social Responsibility) is an act of donating a part of corporate profits to society, CSV benefits society by creating both social and economic values. In other words, CSV is a more strategic form of CSR. Hyundai Motor Group has been striving to carry out CSV activities that can allow both the company and the public to grow together. Today, we are going to have a closer look at what happened in the 1st Workshop of ‘H – Social Creator’, a society-innovating CSV program at Hyundai Motors.

The Workshop Scene: 1st Batch of ‘H–Social Creator’(2)

The 1st Workshop of ‘H-Social Creator’ - a Slew of Novel Ideas

On August 21, members of ‘H–Social Creator’, executives and staff members at CSV Management Department of Hyundai Motors, and MYSC lecturers gathered at the sales training seminar room in the Hyundai building, situated in Samsung-dong, Seoul. As it was a month since they met last time on July 17, the members exchanged greetings and created an upbeat mood. Their friendly attitude towards each other got the workshop off to a good start.

The main objective of ‘H–Social Creator’ program is to come up with good CSV ideas proposed by college students. The special project allows Hyundai Motors to obtain novel ideas and feedback on CSR/CSV from the younger generation. Through reviews on resumes and in-depth interviews, Hyundai Motors selected the final 20 members of ‘H – Social Creator’. The 1st batch will carry out and join in-depth workshops and activities on CSV from July to December.

The Workshop Scene: 1st Batch of ‘H–Social Creator’(3)

In the first session of the workshop, teams gave presentations on one subject among five –aging society, environment, urbanization, low growth, information-oriented society- that were selected in the orientation session and feedback was received from the audience. As it was the very first opportunity for all of them to showcase what they had researched in the last one month, the members looked excited.

The Workshop Scene: 1st Batch of ‘H–Social Creator’(4)

Colorful Members, Colorful Ideas

The 1st presenter was Youn Seong-Jun from the 1st Group, ‘Young-Cha, Young-Cha.’ The nervousness on his face faded away as his presentation started. Under the title ‘Is this a Green-Ride?’, Youn introduced what his group had surveyed and researched, showed a video about the contents, and gave a concise summary of the main ideas and received warm applause from the whole crowd.

The Workshop Scene: 1st Batch of ‘H–Social Creator’(5)

The next presentation was given by Ji Sang Gu of ‘Be Jewel’, the 3rd group. He began with his stories about part time work experiences and how he got interested in the ‘minimum wage.’ Ji introduced ideas on ‘spaces’ where college students can have a good time at affordable costs at a time when a cup of coffee or a hamburger set is an indicator of the minimum wage. Illustrations drawn by the members and interesting and witty stories made for an engaging session.

The Workshop Scene: 1st Batch of ‘H–Social Creator’(6)

The 4th group, led by Kim Tae-Hyung, offered CSV ideas on ‘Welfare for the aged.’ In the era of ‘Homo-Hundred,’ according to Kim, ‘happiness support’ is crucial for seniors. The members visited a community center and interviewed seniors to learn about their daily lives and to come up with solutions for senior issues. The session gave us a good look at the creators’ passion for the project.

The Workshop Scene: 1st Batch of ‘H–Social Creator’(7)

‘Design King King’, the 5th Group, presented numerous ideas on ‘Creating an urban area where commuting is great fun.’ Seon Hui-Jong introduced a slew of ideas for solving problems and inconveniences suffered by urban commuters.

The Workshop Scene: 1st Batch of ‘H–Social Creator’(8)

As the participants themselves are those who commute every day, they described experiences and came up with new ideas on this in an enthusiastic manner. Our commute time will certainly be a lot happier when those novel ideas become commercialized.

The Workshop Scene: 1st Batch of ‘H–Social Creator’(9)

The 2nd group, with the fun name ‘Jugi-Jo’, explained ‘how to create new values from discarded bicycles.’ The solid presentation, given by Lee Hye-Min the Creator, was full of research outcomes, numerous cases and examples, and outlined the feasibility of the ideas.

The Workshop Scene: 1st Batch of ‘H–Social Creator’(10)

The presentation session ended well beyond the anticipated schedule. As each team discussed a different topic, every participant was able to engage in the stories of others and learned how the other groups completed their projects and successfully came through many trials and errors. In the feedback session, executives and staff members of Hyundai Motors, the creators and MYSC lecturers raised questions and gave opinions and feedback. It was a fruitful, communication-oriented interactive workshop.

The Workshop Scene: 1st Batch of ‘H–Social Creator’(11)

The 2nd Issue: Traffic Safety

A new CSV issue was introduced by Hong Soon-Sang, Deputy Department Head at Hyundai Motors. By highlighting the fact that Korean people put cars ahead of pedestrians, he introduced the second issue: ‘Traffic Safety.” Outlining a variety of corporate social responsibility activities carried out by Hyundai, Hong presented the newest safety campaign of the company as well as guidelines for creating a safer traffic system such as the passenger-safety driving system and enhanced safety programs for vehicles where kids are on board.

The Workshop Scene: 1st Batch of ‘H–Social Creator’(12)

“I would like to get ideas and opinions from all of you so that we can set the courses and directions that Hyundai Motors must pursue. Feel free to come up with your ideas. Any opinion is welcome. As it is related to traffic safety, we will give you enough information and feedback on technologies and theories.” When Hong stressed Hyundai’s full support for the project, the members of ‘H-Social Creator’ looked more excited and confident.

The Workshop Scene: 1st Batch of ‘H–Social Creator’(13)

Then, what ideas on traffic safety, the next CSV issue, had the members come up with? The groups exchanged ideas and looked for shared opinions and keywords. Some searched the latest news on traffic safety while others listed keywords in their notes. The way they brainstormed was as varied as the participants involved.

The Workshop Scene: 1st Batch of ‘H–Social Creator’(14)

The creators adopt a special method to approach a social issue. They first set ‘Design Challenge’ to come up with a question to solve an issue. Then they go through ‘Analysis on stakeholders’ to learn about people who influence or are impacted by the social problem and ‘Actualization of Persona’ to get deep inside the target. In addition, the ‘Design Thinking’ mechanism builds up ideas and logical thinking.

* Design Thinking?
Introduced by Roger Martin, a world-renowned scholar, it offers a methodology to get to the bottom of an issue or item from which innovation begins.

The Workshop Scene: 1st Batch of ‘H–Social Creator’(15)

< Group Photo (At the 1st round of Workshop) >

The 1st round of ‘H – Social Creator’ Workshop ended. Both creators and executives who all eagerly participated and provided ideas looked bright and excited. As Jeong Young-Ju at the CSV Management Department put it -“It was really great to get a lot of fresh ideas from the members of H-Social Creator in the very 1st round of the workshops. We look forward to reflecting these great ideas from creators in the contents of our social responsibility activities we devise down the road.”- Ideas from young people who can think outside the box may lead to great outcomes in terms of social responsibility for Hyundai Motors.

The Workshop Scene: 1st Batch of ‘H–Social Creator’(16)

The members’ bright smiles and passion reminded us of a quote from Johann Wolfgang von Goethe: ‘Youth is a dazzling light.’ Let’s look forward to seeing the creators’ ever-enhancing performances for CSV of Hyundai Motors.

The Workshop Scene: 1st Batch of ‘H–Social Creator’(17)

< H – Social Creator 1st group ‘Young-Cha Young-Cha’ Young Seong-Jun, Park Jeong-Jun, Ahn Youn-Jae, Jo Youn-Jeong >

Q. What was the most impressive moment while working at the workshop?

A. Park Jeong-Jun : When we got together to exchange opinions and ideas, we continuously asked each other questions and strived to find shared ideas. As you know, it’s not very easy to come up with a shared opinion from members who are all new to each other. In the process, I felt really excited and even proud.

A. Youn Seong-Jun : ‘Design Thinking’ was really interesting. It allows for abstract and ambiguous ideas to become more concrete and visible. Through the process, I could improve my logical thinking skills. In the last one month, they way I think about and express my opinion has got a lot better.

A. Jo Youn-Jeong : I was responsible for the page design and could get to the point which was closest to our ideas by referencing information and data. From the big picture to the details- this is what I’ve learned this time.

Q. You are the member of the 1st batch of ‘H – Social Creator’ and the 1st round of the workshops just ended. How do you feel?

A. Ahn Youn-Jae : I’ve always been interested in corporate social responsibility but had no chance to participate in the process. This was a great opportunity for me and I am so happy and proud to be part of it. I look forward to seeing myself develop and grow through this experience. Thank you!

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