Spring 2000

Page A-6

However, with the implementation of Character Counts! throughout City Hall and the community, character building is now part of the workday.

Character Counts! was founded as a national, non-partisan program focused on building good character.

Since its inception, over 500 communities, businesses and school systems in almost 40 states have endorsed this character building effort. Under the program, six pillars of character are identified – trustworthiness, respect, responsibility, fairness, caring and citizenship – and information pertaining to each of these pillars is communicated through school programs, government and corporate promotions, seminars and activities to reinforce the message.

And the message is obviously being heard.

In communities where Character Counts! has been implemented for two or more years, reports of decreased school violence and criminal activity, as well as increased morale within corporate settings, are the norm.

The history of Character Counts! in Jacksonville begins with City Council President Ginger Soud. In 1997, after attending a local workshop that featured Character Counts! founder Michael Josephson, Soud was so impressed with his presentation that she gathered a group of local community leaders and set her sights on making Jacksonville a Character Counts! city.

"We all have a vested interest in improving ethical behavior in the workplace, our homes and throughout the city," said Soud. " From a business standpoint, eighty percent of all job applicants falsify their applications and employee theft occurs at 15 times the rate of external theft. This costs businesses $60 to $120 billion a year, costs they pass on to you and me."

She added, "Stats also show us that 70% of high school students admit having cheated on an exam, 47% admit having stolen something from a store, and 45% believe you have to lie or cheat in order to succeed. These numbers don’t paint a pretty picture."

On Feb 9, 1999, Soud, Mayor Delaney and other community leaders held a Character Counts! kickoff celebration in the Council Chamber before a standing-room-only crowd.

Today, the Character Counts! program is thriving in Jacksonville. Local coordinator Suzanne Conners, who heads up the program through Family Counseling Services, reports that over 300 groups are currently participating and her office now gets between 40 and 50 calls a week from organizations and businesses wanting information about the program.

Participants include BellSouth, Vistakon, CSX Transportation, W.W. Gay Mechanical Contractors, the Jacksonville Chamber of Commerce, the City of Jacksonville, Duval County Public Schools, the Duval County Sheriff’s Office, the U.S. Navy and many others.

Sadly, the person who worked so diligently with Soud to bring Character Counts! to Jacksonville, Howard Sweet, passed way in early March. A director with Family Counseling Services, Sweet dedicated every free moment to furthering character education.

"I had a vision for Character Counts! in Jacksonville, but it was Howard’s tireless work that made it a reality," said Soud. "With all his heart, he believed this program would make a real difference in the lives of the people of Jacksonville, and I plan to prove him right. We will never fill his shoes, but I hope we can make him proud."

Meanwhile, Sweet’s legacy continues to grow.

His last endeavor, bringing Josephson back to Jacksonville for a workshop in early March, was a tremendous success and has generated even more inquiries regarding the program. Two major businesses in Jacksonville have become Character Counts! participants as a result.

Character Counts! also has a growing presence within City Hall. It is a permanent fixture on the City’s website and in its electronic newsletter. The Jacksonville Economic Development Commission’s incentive policy includes a community service commitment, under which implementation of Character Counts! is strongly recommended, and the program is now part of the City’s required ethics training.

In the City Council office, Character Counts! criteria are the basis of the Council’s Employee Recognition Program and multiple visual reminders are placed throughout the office to reinforce the monthly character traits.

"Character Counts! is a constant reminder to think about and practice good behavior," said Soud. "I believe this program will ultimately cause each of us to look into our hearts and evaluate who we are, which will make us better people … and Jacksonville a better city."