Launching 'Action for 0' Creative Awareness Campaign Around Shibuya Station Aiming for Coexistence of Smokers and Non-Smokers

Shibuya Future Design, in collaboration with Philip Morris Japan (PMJ), has launched its 2026 initiatives under the 'Action for 0' framework, aimed at improving public spaces and addressing urban issues related to smoking in Shibuya.

'Action for 0' is a long-term framework designed to continuously promote efforts to understand and resolve urban issues related to tobacco. By combining research, dialogue, and implementation, it aims to contribute to a cleaner and more considerate inclusive urban environment.

Since fiscal year 2025, initiatives have been promoted based on the following five agendas: - Quantitative understanding of tobacco-related urban issues - Clean-up activities in streets and public spaces - Creating platforms for dialogue among industry, government, academia, and citizens - Designing and developing problem-solving smoking environments - Promoting manners and morals among adult smokers from Japan and abroad

As a priority measure for fiscal 2026, manners and morals awareness posters have been deployed via outdoor advertisements starting May 22. Targeting those in their late 20s to early 30s, the initiative aims to make them perceive these issues as a personal matter rather than an abstract social problem.

Additionally, they are advancing the concept of a new urban infrastructure called 'GOOD MANNER SPOT'. This idea aims for an urban environment where smokers and non-smokers can coexist while considering each other, rather than being separated. Currently, planning and development for its specific introduction are underway.