Aiming for a City Where Smokers and Non-Smokers Can Coexist: 'Action for 0'

Philip Morris Japan Godo Kaisha (Headquarters: Chiyoda-ku, Tokyo; President: Costas Sarvaras; hereinafter 'PMJ') has jointly launched initiatives for fiscal 2026 under 'Action for 0' with the Shibuya Future Design Association (Location: Shibuya-ku, Tokyo; Representative Director: Hideki Koizumi; hereinafter 'Shibuya Future Design') aimed at improving the urban environment of public spaces in Shibuya and addressing smoking-related urban issues. 'Action for 0' is a medium-to-long-term framework for understanding and continuously promoting efforts to solve smoking-related urban issues. By combining research, dialogue, and implementation, it aims to contribute to a cleaner, mutually considerate, and inclusive urban environment. ■ Approach to Urban Issues through Smoking Surveys and Co-creation PMJ, jointly with Shibuya Future Design, has been promoting efforts under 'Action for 0' based on the following five agendas since fiscal 2025: 1. Quantitative understanding of smoking-related urban issues 2. Cleanup on streets and public spaces 3. Creation of venues for sharing issues and dialogue among industry, government, academia, and citizens 4. Conception and development of problem-solving smoking environments 5. Promotion of manners and morals among adult smokers both domestically and internationally Through these initiatives, they aim to encourage behavioral change in public spaces and foster shared understanding and a sense of responsibility. ■ Key Measures for Fiscal 2026 1. Manners and morals awareness among smokers aged 20 and over through outdoor advertising, etc. – Deployment of manners-awareness posters Based on the results of qualitative and quantitative surveys conducted in 2025, manners-awareness posters are being deployed from May 22 at some designated smoking areas in Shibuya, mainly targeting people in their late 20s to early 30s who were found to be more likely to engage in issues such as roadside smoking and littering. Starting May 25, they will also be displayed at MIYASHITA PARK in Shibuya, with plans to expand gradually. This measure uses creative materials that resonate with the target audience, aiming to make them see these issues as their own rather than abstract social problems. This is expected to change the awareness of smokers aged 20 and over visiting Shibuya and lead to improved behavior. Manners-awareness poster images (excerpts): *Note: The left image will be displayed on outdoor screens at private facilities, restaurants, and MIYASHITA PARK within Shibuya Ward; the right image will be displayed at designated smoking areas set up by Shibuya Ward, private facilities, and restaurants. 2. Conception and development of problem-solving smoking environments – 'GOOD MANNER SPOT' This initiative has also evolved into efforts to realize a new urban infrastructure, the 'GOOD MANNER SPOT', which was discussed at last year's 'SOCIAL INNOVATION WEEK SHIBUYA (SIW)'. The 'GOOD MANNER SPOT' is an idea born from dialogue with diverse players from industry, government, academia, and citizens, aiming for an urban environment where smokers and non-smokers can coexist with mutual consideration, rather than being divided. It proposes a new type of urban space that encourages behavioral change and communication, rather than mere regulation or exclusion, in response to urban issues such as roadside smoking and littering. Currently, the Shibuya Good Manner Project and 'Action for 0' are proceeding with demonstration experiments and concrete planning and development for implementing this concept. The deployment of the awareness creative is positioned as one of the key actions toward that realization. PMJ and Shibuya Future Design position 'Action for 0' not as a one-off initiative but as a long-term effort for continuous improvement of the urban environment. They will continue to promote data- and evidence-based measures through dialogue with local communities and partner organizations, contributing to the realization of better public spaces. Through these efforts, they aim to achieve a more sustainable and inclusive urban environment where diverse people can spend time together with peace of mind. [Comment from Mr. Jungo Kanayama, General Producer, Shibuya Future Design Association] Around Shibuya Station, while large-scale redevelopment progresses, the increase in visitors brings challenges such as littering and roadside smoking, making public space manners and morals an important issue. In this context, I find great significance in the fact that through the 'Shibuya Good Manner Project' and 'Action for 0', we have not only conducted surveys and analysis on smoking issues but also developed them into concrete actions. For the poster creative this time, we mainly targeted people in their late 20s to early 30s. One creative captures the daily life of a city where smokers and non-smokers coexist, expressing the perspective of non-smokers toward smokers as a message. The other features a bold design like a manga cover, with a manners-awareness message as the title, emphasizing impact to catch people's eyes on the street. We aimed for a design that goes beyond conventional awareness posters to function as a starting point for communication in urban spaces. I hope these become an opportunity to think about what kind of urban space allows everyone to feel comfortable, and that new urban manners culture can be spread from Shibuya. [Comment from Mr. Hitoshi Tsuruoka, Director, Environmental Development Department, Philip Morris Japan Godo Kaisha] As a company aiming for a smoke-free society, we are committed not only to providing products but also to addressing social issues related to smoking and contributing to a better urban environment. As part of this, we are working with local governments and private companies to improve smoking environments in public spaces and promote manners. In Shibuya, under 'Action for 0', we have progressed from research to dialogue and then to the implementation of specific measures. In 2026, we will deploy measures that approach from both behavioral and spatial aspects: promoting awareness change through manners-awareness posters and establishing 'GOOD MANNER SPOT'. These initiatives are not intended to promote smoking; rather, they aim to minimize the impact on public spaces, encourage appropriate behavior, and realize an environment where non-smokers and smokers aged 20 and over, including heated tobacco users, can coexist safely. We will continue to contribute to the realization of a sustainable urban environment through data- and dialogue-based initiatives, collaborating with partners from industry, government, academia, and citizens. Shibuya Future Design Association is an industry-government-academia-citizen collaboration organization that collects ideas and talents of diverse people living, working, studying, and visiting Shibuya across boundaries, and designs solutions and possibilities for social issues through open innovation, based on diversity and inclusion. By presenting new possibilities for urban life from Shibuya to the world, it aims to contribute to the sustainable development of not only Shibuya Ward but also society as a whole. URL: https://fds.or.jp/