#Japan #Philip Morris #Shibuya #Action for 0

Philip Morris Japan's 'Action for 0' Project

In a bid to enhance the smoking environment in Shibuya, Philip Morris Japan (PMJ) has partnered with Shibuya Future Design to initiate a project dubbed 'Action for 0'. This initiative is part of the larger 'Shibuya Good Manner Project', aiming to transform Shibuya into a safer and more secure urban area.

At the helm of PMJ's efforts is a commitment to foster a smoke-free society, gradually transitioning away from traditional tobacco products towards non-smoking alternatives like heated tobacco. They are also emphasizing the development of designated areas for heated tobacco products from a public health perspective.

The collaboration with Shibuya Future Design seeks to respect the diverse characteristics of Shibuya and address urban issues related to tobacco by pushing for social actions aimed at reforming the awareness of adult smokers aged 20 and above.

Shibuya, especially around its bustling station, has previously experienced challenges associated with over-tourism during certain occasions like Halloween and New Year’s Eve, which led to the implementation of stricter regulations, including a ban on drinking on streets at night. Aside from these dates, other social issues have emerged, such as littering of cigarette butts and passive smoking caused by smoking in non-designated areas, prompting calls for improvement from local stakeholders including government agencies.

Objectives of 'Action for 0'

The 'Action for 0' program will tackle these urban-related challenges concerning tobacco through several mid- to long-term approaches:

• - Qualitative and Quantitative Research: Investigating issues tied to smoking in urban contexts.
• - Cleanup Initiatives: Conducting clean-up activities in public spaces.
• - Awareness Campaigns: Promoting etiquette and morality concerning smoking, including outdoor advertising targeted at smokers both domestically and internationally.
• - Facilitating Dialogues: Creating opportunities for dialogue and sharing insights on the challenges among various sectors, encompassing government, academia, and civil society.
• - Conceived Solutions: Designing and implementing smoking environments that address these urban challenges.

Comments from Project Leaders

Jungo Kanayama, General Producer of Shibuya Future Design, expressed that the Shibuya area is currently undergoing a significant redevelopment phase, unprecedented in the last century, in pursuit of becoming a matured international tourist city. However, this influx brings about its own challenges, including littering of waste and cigarette butts, public smoking, and various issues related to local super-over-tourism. Addressing these issues promptly is paramount.

The launch of the 'Shibuya Good Manner Project' in 2023 serves as a promising step towards addressing smoking-related challenges through novel environmental surveys and analytical efforts.

Saiji Tsuruga, Head of the Environmental Development Division at PMJ, added that their focus goes beyond merely promoting heated tobacco products; they also aim to collaborate with municipalities and private firms to create environments where smokers and non-smokers can coexist harmoniously.

By establishing dedicated smoking areas and fostering partnerships with Shibuya Future Design, PMJ finds great value in understanding the core challenges associated with smoking while aligning efforts among various stakeholders in tackling these issues.

About Shibuya Future Design

Shibuya Future Design is an organization committed to designing solutions and possibilities for societal challenges through open innovation, based on principles of diversity and inclusion. This organization gathers ideas and talents from the diverse populace of Shibuya - including residents, workers, students, and visitors - across various sectors, thereby aiming to present new urban living possibilities not only for Shibuya but for society as a whole.

For more information about PMJ’s endeavors towards a smoke-free society, visit their official website at PMJ Website.