Bayer Holding Ltd. - „Fushigi kara hajimaru science“ – Making Science Make Sense

Hintergrund der Fallstudie

Problemdarstellung/Situation

As part of Bayer's efforts to contribute to society, Corporate Communications of Bayer in Japan inaugurated a program in 2002 called Making Science Make Sense (MSMS), modelled on the MSMS program of Bayer Corporation (US).

This program is intended to foster curiosity and interest in science among primary school students through hands-on experiments related to everyday natural phenomena and chemical reactions that can be enjoyed in the same way as games.

Bezug zum Kerngeschäft

Not necessarily. Although many of the "instructors" have background in chemistry, we also develop experiments which have nothing to do with Bayer's businesses, for e.g. electricity.

Ziel des Engagements

Beschreibung der Aktivität

Production of booklet in 2002
Distribution of Japan-version of booklet to 24,000 elementary schools nationwide

www.bayer.co.jp/bgj/msms/guidebook/index.html

Visits to elementary schools since 2003
Elementary school visits by Bayer employees as volunteers around the middle of June to share the fun of performing scientific experiments with children.

At selected elementary schools nationwide
Participation of Bayer volunteers as teachers and assistants
Original experiments developed, adjusted for needs in Japan

2003 – 2008 :
Total 22 schools
Total 124 Bayer volunteers

Experiment classes at Nihon Kagaku Miraikan since 2006
Broaden more chances to individual children through holding the experiment classes at public venue.
Support summer holiday homework through providing ideas

Experiment Kit since 2008
Support parents to create awareness of science to their kids
An experiment kit with instructions, which supports parents acting as MSMS instructors at home, so that they share the joy of science together with their kids.

Experiment kit for 2008: Ready-to-assemble type Microscope
Project launch: June 2008
1000 Parents can win these kits by applying through Bayer Internet

Zielgruppe

- Elementary School children (5th to 6th graders)
- Teachers
- Parents

Implementierung

Strategie

<Overall CSR Activities of Bayer in Japan>
To focus on sustainable programs
To focus on projects in the area of “science / education / research”
To build on experience in existing programs, especially in the field of science education

<Making Science Make Sense>
Start from a small step and broaden little by little
Do only what we can commit in a long term

Ressourcen

- Financial resources: From Corporate Communications budget
- Know-how: Consultation of Gakken
- Colleagues: Volunteer basis

Partner

Gakken (publishing company) for developing experiments and experiment kits

Herausforderungen

Recruiting more volunteers is the most urgent challenge of the project. Volunteering is not yet a common culture in Japan and we need more understanding from the line managers and staffs.

Ergebnisse

Comments from the children:
“Through the experiment class, I became a fan of science more than before.”
“I learnt many things that I did not know”
“I would like to teach my friends and parents the fun and joy of science!”

Comments from Bayer volunteers after the event:
“Each time I participate, I receive much energy from the children. At the same time I am surprised by the profundity of this company called Bayer that has such projects.”
“Being able to see the smiling faces of the happy children gave me a buoyant feeling.”

<Experiment Kit>
We prepared 1,500 kits but received more than 10,000 applications from all over Japan.

Lessons Learned

- Careful preparation to avoid accidents.

- Understand and respect local schools’ way of thinking which is sometimes quite different from business society.

- Always keep in mind that both children and Bayer volunteers enjoy the class.

- Recruit “instructors” who can see through the eyes of children.