MANAGER OF MILLIONS:

Liu Jian, Coordinator, Beijing Olympics Volunteer Programme



By Helen Yuan

 

 

 

 

 

 

OLYMPIC VIP: Liu Jian
CEIBS ALUMNI: EMBA 2002
BASED IN: Beijing
CONTRIBUTION TO GAMES: Office Director of the Beijing Olympic Games' Volunteer Work Coordination Group

With more than half the world's population tuning in to watch 10,700 of the globe's best amateur athletes compete in 302 events and matches, the Olympic Games will be a grand spectacle of dazzling scope and scale. But while many of the numbers behind the games will be widely publicized over the next three months, one figure that will remain unknown to most viewers is the massive army of volunteers who will be orchestrated across China before and during the Games. Altogether, China must organize and deploy a phenomenal 1.5 million volunteers to assist with the Games in Beijing and around the nation, while another 1 million viewers will take part in the Smile Beijing campaign designed to involve the public in projects to beautify the environment, maintain public transportation systems, or promote a spirit of hospitality toward visitors.

For a look behind the scenes at this awe-inspiring task of organizing the armies of volunteers needed to conduct the work of the Olympic Games, The LINK this spring paid a visit to the "commander-in-chief" overseeing the entire massive effort, Beijing Olympic Games Volunteer Work Coordination Group Office Director Liu Jian (EMBA 2002).

One word of warning to anyone visiting Liu Jian at his Beijing offices: gaining a clear understanding of the myriad of Olympic volunteer-related projects and program that he and his staff oversee requires plenty of time for discussion. Consider that, in Beijing alone, the Beijing Olympic Games' Volunteer Work Coordination Group (BOGVWCG) is managing 100,000 volunteers to work on site at the Olympic Games, plus another 400,000 stationed at information stations around the city. Meanwhile outside of Beijing, another 1 million "community" volunteers will be assisting in their own villages and towns, not only with Olympics-related work but with community service programs that continue after the Games. Despite facing the daunting task of managing literally millions of people and initiating a host of innovative new campaigns, Liu and his staff seem to share a common, infectious enthusiasm that motivates despite the heavy workload.

Since its official launch in June 2005, the Beijing Olympics Volunteer Program has sought out the best methods of managing the volunteer work which must take place before, during and after the games. Today, the BOV manages seven programs: Games Volunteers, Urban Volunteers, Community Volunteers, Pre-Olympic Volunteers, Beijing Organizing Committee for the Games of the XXIX Olympiad (BOCOG) Volunteers, Beijing Olympics Volunteers, and the "Smile Beijing" theme campaign. Within these programs, Liu and his team oversee dozens of initiatives designed to guarentee the smooth running of the Games, enhance positive exposure for China, and the ensure the enjoyment of viewers worldwide. After a day-long meeting with Liu and his staff, The LINK highlights four innovative projects undertaken by Liu and his team: the Momentum of Volunteering, Smile Bracelets, Urban Volunteers, and Community Volunteers.

Innovation #1: Momentum of Volunteering

If Liu Jian had a single goal for the Beijing Olympics, it would be to build awareness of and appreciation for volunteerism in China - a straightforward wish but a difficult one to accomplish. Thus the first initiative of the BOGVWCG, Liu explains, has been to instill "the momentum of volunteering" in Beijing and nationwide. He defines the term as the phenomenon of creating a snowball effect in which one individual act of goodwill and community support receives positive feedback, fostering more such acts, thus leading a community to develop a spirit of shared commitment to social welfare.

In Liu's view, while volunteerism may seem new to Chinese communities, the concept actually can be found among the traditional core values held throughout Chinese history. Respect for the elderly, care for the young, the desire to benefit one's community, and the commitment to pursue a righteous society - all are traditional values that match the modern concept of voluntary service, he says.

As the BOGVWCG readies its volunteer forces for the Olympics, Liu stresses that anyone and everyone can experience the momentum of volunteering.

Innovation #2: Smile Bracelets

Smiling, in any culture worldwide, expresses happiness, goodwill, and the desire to communicate. This simple, universal concept has lead Liu and his team, after much brainstorming, to develop the Smile Bracelet campaign as a way to promote all Olympic volunteer programmes at once.

The campaign, launched in August 2006 by the Beijing Volunteer Association, was designed to unite and inspire all volunteers helping with the 29th Olympiad. The concept hinges upon a simple set of wristbands produced in five colors to represent the five Olympic Rings. Each colored band stands for one promise made by all volunteers in the 29th Olympiad: red for readiness to help, yellow for courteous acts, black for honesty and integrity, green for environmental protection, and blue for hard work. The bands are not for sale, but are available to anyone who has volunteered for an Olympics-related public service programme or event. Despite their exclusivity, the bracelets have become so sought-after that they are now a popular fashion accessory in Beijing.


BANDING TOGETHER - After launching "Smile Bracelets", available only to those who volunteer for the 29th Olympiad, the BOGVWCG attracted a flood of 700,000 people applying as Games volunteers.


 There is more to the bracelet than bright colors. Printed on the inside of every ring is the slogan: "The smile of the volunteers is the best name-card of Beijing." In addition, each individual set of bands includes the imprint of a one-of-a-kind number. Explains Liu: "The number shows the uniqueness of each volunteer's wristband, which represents the uniqueness and the value of each volunteer. The happiness that you can get from such a customized token of appreciation is far beyond what money can give."

Smile Bracelets proved a huge success immediately after their launch. The Ministry of Education praised the initiative publicly and a government report entitled Top Ten News of Beijing Olympics 2007, and credited the campaign with inspiring 700,000 people to offer themselves as Olympics volunteers. 

Innovation #3: "Urban Volunteers"

When Liu and his team announced plans for an Urban Volunteers program during the Olympics - in which Beijing city volunteers establish 500 information stations around the city - he hoped to attract 100,000 volunteers. Instead, more than 1 million Beijingers applied, eager for the chance to offer information, translation services or emergency assistance in order to make the Games run smoothly. 

Since its launch, International Olympic Committee President Jacques Rogge has sung the praises of the program for accomplishing four important tasks: offering valuable services to both tourists and local residents; fostering Olympic zeal and volunteer spirit among the public; enhancing the image of Beijing through the program's inspirational poster; and leveraging the volunteer cause in China.



Perhaps best of all, this movement will become a permanent campaign in Beijing, lasting long past August. Hundreds of urban volunteer stations will continue to operate permanently in the city, leaving a legacy of community service launched during the Beijing Olympics.

Innovation #4: "Community Volunteers"

"Raising awareness of the value of volunteer work is the most crucial task of my team," says Liu. He explains that the concept of community spirit and volunteerism remain relatively unknown in China because many ordinary citizens have rarely or never been exposed to such a concept.

With this in mind, another focus of the BOGVWCG's work has been to revamp the previously existing Beijing Volunteer Association, founded in 1993. The goal is for the re-designed Association to attract different groups of people with a wide spectrum of volunteer work. Today, the Association has created 600 small-scale volunteer-based projects ranging from charitable work, language service, cultural teaching, aiding the disabled, and environment protection. These projects are based throughout the city in order to attract volunteers from within a specific district or neighborhood.

Power of a Smile

With just three full months to go until the Games start, is the pre-Olympics pace wearing Liu down a little? Liu just smiles. "Not yet," he says. "I enjoy my work because it is my dream that more and more people will realize the significance of the volunteer cause. When society pays attention to and appreciates volunteer work, all those participating find more the strength to continue doing good work."

Thus, his central mission at the moment is to garner public appreciation of and support for volunteerism. "Our support base depends on attracting people's attention and spreading goodwill," he says.

When the Olympic Games kick off in August, Liu and the millions of volunteers stationed nationwide will be doing their best to attract attention and spread goodwill. Following the motto that "the smile of a volunteer is the best name-card of Beijing," these citizens will be showing the world their best smiles and warmest community spirit. If Liu and his team succeed, as they seem sure to, the smiles of spirited volunteers will last long after the Closing Ceremony of the Games.