Creating a Smoke-Free Urban Environment: PMJ's Action for 0 Initiative

In an ambitious bid to create a harmonious urban space for both smokers and non-smokers, Philip Morris Japan (PMJ) has joined forces with the Shibuya Mirai Design organization to launch the "Action for 0" initiative. This long-term framework aims to address urban challenges related to smoking and improve the environment of public spaces in Shibuya, with ongoing activities set to begin in the fiscal year 2026.

Understanding Urban Smoking Issues

The "Action for 0" initiative is designed as a medium- to long-term solution that seeks to understand urban smoking issues and actively work towards resolving them. By combining research, dialogue, and practical implementation, PMJ and Shibuya Mirai Design aim to contribute to the establishment of a cleaner and more inclusive urban environment where mutual consideration among residents is encouraged.

Five Key Agendas for Action

Starting in 2025, PMJ, in collaboration with Shibuya Mirai Design, will focus on five key agendas:

1. Quantitative Assessment of Urban Smoking Challenges: Analyzing the current smoking landscape in urban areas.
2. Cleanup of Public Spaces: Engaging in clean-up efforts in streets and public areas affected by smoking-related litter.
3. Creating Dialogue Platforms: Facilitating discussions among government, industry, academia, and citizens to share and tackle challenges.
4. Developing Smoking Environments: Designing and enhancing smoking environments that address urban smoking issues responsibly.
5. Promoting Manners and Morals: Raising awareness among adult smokers, both domestically and internationally, regarding social responsibility and etiquette.

Through these initiatives, the goal is to promote behavioral change among individuals in public spaces, fostering a shared understanding and a strong sense of responsibility.

Focus Areas for 2026

In 2026, two primary focus areas will be highlighted:

1. Awareness Campaigns

The initiative will launch a marketing campaign aimed at smokers aged 20 and above. Drawing from qualitative and quantitative research conducted in 2025, PMJ will implement poster campaigns in designated smoking areas across Shibuya starting May 22. The aim is to encourage smokers to perceive the issue of littering and public smoking as a personal responsibility. Creative designs will capture the attention of smokers, encouraging them to rethink their behaviors while visiting Shibuya.

2. Good Manner Spot Initiative

Another significant development is the "GOOD MANNER SPOT", a new urban infrastructure concept discussed at the SOCIAL INNOVATION WEEK SHIBUYA. Rather than segregating smokers and non-smokers, this initiative promotes coexistence through mutual consideration. The project aims to offer a fresh perspective on urban design that encourages communication and behavioral change instead of mere regulation.

As part of this initiative, PMJ and Shibuya Mirai Design are pushing forward with discussions and development plans for practical implementation. This campaign plays a crucial role in shaping an environment conducive to sustainable urban living.

Committed to Sustainable Urban Improvement

Both PMJ and Shibuya Mirai Design view "Action for 0" not as a one-off project but as a long-term commitment towards continuous urban improvement. Ongoing dialogues with local communities and partners will drive data-backed initiatives that contribute to the development of better public spaces. The overarching aim is to create an urban environment where diverse individuals can coexist in security and comfort.

Expert Insights

Jungo Kanayama, General Producer of Shibuya Mirai Design, commented on the importance of addressing public manners in the midst of Shibuya's rapid development. As more people visit, issues like littering and street smoking become critical challenges. He emphasizes the significance of transforming research and analysis into actionable steps through the Shibuya Good Manner Project and Action for 0.

Satoshi Tsuruoka, Director of PMJ's Environmental Development Department, reiterated the company's mission to contribute to a better urban environment while not promoting smoking. Initiatives like the manners awareness poster campaign and the establishment of GOOD MANNER SPOT are integral to their strategy in 2026, which emphasizes minimal impact on public spaces.

The initiative stands as a testament to the effort PMJ is making to ensure cohabitation between smokers and non-smokers, promoting awareness and etiquette while taking into account the urban landscape.

Conclusion

By fostering innovative solutions and prioritizing public health and camaraderie between residents, PMJ and Shibuya Mirai Design are eager to inch closer to their vision of a smoke-free society, as envisioned by PMI. Together, they hope to establish Shibuya as a leading example of sustainable urban living, sending a clear message that all can live comfortably and respectfully in shared spaces.