'Do It Somewhere Else': Tokyo Metro Turns Etiquette into Fun Art
Its manners awareness campaign began back in September 1974 and has been going strong for over 50 years. Every year, a new theme is chosen, and a fresh poster is released each month to match it.
So why highlight Tokyo Metro among all the railway companies in the Kanto region? For one, it's a system that many Tokyoites rely on every day. More importantly, its poster designs are especially creative and engaging.
Before being privatized in 2004, Tokyo Metro was known as the Teito Rapid Transit Authority (or Eidan Subway). Since then, it has continued to produce eye-catching, thought-provoking poster campaigns.
Two standout examples are the "Let's Do It Somewhere Else" series from 2008 and the "Kanji" series from 2016. They were both designed to grab the attention of even the busiest commuters.
Launched in April 2008, this lighthearted campaign highlights everyday behaviors that may seem harmless but can be inconsiderate in public spaces, such as talking loudly on the phone or putting on makeup in a crowded train. The posters gently encourage passengers to reflect on whether they might be bothering others without realizing it.
Visitors from overseas might find some of the posters unusual, especially if the behavior depicted isn't considered a problem in their own countries. Still, the creativity and humor behind the campaign are hard not to appreciate.
A fan favorite is "Do It at the Beach," which shows a man getting caught in the closing train doors as he tries to rush onboard. The way he's stuck makes it look like he's swimming. "Please refrain from putting on make-up in the train." (Courtesy of Metro Cultural Foundation)
The series became hugely popular. According to Tokyo Metro PR representative Masaki Ishii: "We received a ton of requests from publishers and schools asking to use the posters for educational purposes."
The campaign continued for several years. Other examples include "Let's Do It at Home" (November 2009), which shows a woman applying makeup on the train.
Positive behavior was also encouraged through the "Let's Do It Again" series. A 2010 poster, for instance, shows someone offering their seat, promoting kindness and empathy. "Please offer your seat to those in need." (Courtesy of Metro Cultural Foundation)
Launched in 2016, this series features a single kanji character each month to promote a specific manners message. The tagline reads, "Are your manners in good shape?" The literal translation of the Japanese tagline is "Your manners — do they feel right?" The word "kanji" also means "feeling," creating a clever double meaning. "Please take care your wet umbrella is not bothersome to others." (Courtesy of Metro Cultural Foundation)
The bold, simple characters are easy to spot from a distance. They often spark curiosity, even from international visitors. Some featured kanji include: April: 扉 (door)
May: 音 (sound)
June: 滴 (drip)
July: 列 (line)
August: 荷 (baggage)
September: 見 (look)
October: 声 (voice)
November: 滞 (block)
December: 走 (run)
January (2017): 優 (kindness)
February: 座 (sit)
March: 運 (transport)
The messages are simple, impactful, and often bring a smile during stressful commutes. "Please be considerate of others when traveling with bulky baggage." (Courtesy of Metro Cultural Foundation)
These posters are produced by the Metro Cultural Foundation, a public-interest group affiliated with Tokyo Metro. Here are some of the talented artists behind the campaigns: Bunpei Yorifuji – Created the "Please Do It Somewhere Else" series. He's an award-winning designer recognized with the Tokyo Art Director's Club Prize (2005) and the Kodansha Book Design Award (2008).
Yu Nagaba (aka Kaeru-sensei) — Designed the "Kanji" series.
Yu Oosawa — Illustrated the 2023 "Thank You for Your Good Manners" campaign.
Peko Asano — Worked on the 2024 series, "Let's All Be Kind to Everyone." He also did illustrations for the 2021 film We Made a Beautiful Bouquet.
Ayaki Obata — Created the 2025 series, "Good Manners Are Appreciated Anytime by Everyone." Obata is also known for work in manga and promotional comics.
Tokyo Metro isn't the only railway company using creativity to promote better behavior.
The Tsukuba Express, which runs between Tsukuba (Ibaraki) and Akihabara (Tokyo), launched a fun series of campaigns starting in 2018. These include: "Friendly Vegetables" and "Annoying Fruits"
"Insect Encyclopedia of Bad Behavior" (2020)
"Good Bug Guide" Forward-Going White Butterflies wearing masks in a poster created during the COVID-19 pandemic. (Courtesy of Metropolitan Intercity Railway Company)
One poster from the "Good Bug Guide," featuring Susumon Shirocho (the Forward-Going White Butterfly), even comes with a thoughtful note:
"This character is shown wearing a mask because the poster was made during the COVID-19 pandemic. We are no longer asking passengers to wear masks."
It's a small detail, but it shows how much care and thought go into each campaign.
( Read the article in Japanese . )
Author: Ryuichi Tadokoro, The Sankei Shimbun
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