News Discussion

Do It Somewhere Else': Tokyo Metro Turns Etiquette into Fun Art

Japanese railway companies have long used etiquette posters to catch passengers' attention and encourage good manners. But Tokyo Metro truly stands out.

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.

Please Do It Somewhere Else

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.

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.

The Kanji Series

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.

The bold, simple characters are easy to spot from a distance. They often spark curiosity, even from international visitors. Some featured kanji include:


The messages are simple, impactful, and often bring a smile during stressful commutes.

Who Designs These Posters?

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:

Other Notable Campaigns

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:

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.

1. 1. encourage　（～を）促す、励ます The station announcement encouraged people to speak quietly.
2. 2. highlight 　 （～を）強調する、目立たせる The school notice board highlighted the rule against running in the hallway.
3. 3. impactful 　印象的な、強い影響を与える The manners ad I saw on the train was very impactful.
4. 4. reflect on 　（～を）振り返る、反省する Watching the video made me reflect on my own behavior.
5. 5. affiliated 　関連した、提携している This NPO is affiliated with the local bus company.

1. 1. What is the main goal of the poster exhibition held in Tokyo subway stations?
2. 2. How did the organizers make the posters more engaging for the public?
3. 3. What is one result or reaction mentioned in the article about the poster campaign?
4. 4. Have you ever seen a public manners campaign that made an impact on you? What was it like?
5. 5. What kind of word or character would you use in a public poster to promote better behavior in your city? And why would you choose it?

関東の鉄道マナーポスターをご紹介しよう。取り上げるのは「東京地下鉄」（東京メトロ）だ。同社のマナー啓発は昭和49年9月からスタートし、今年で51年という歴史を誇っている。毎年スローガンを決め、毎月テーマに合わせてデザインを変えている。筆者のお薦めは平成20年度の『○○でやろう』シリーズと28年度の『漢字』シリーズ。このセンスのよさはどう？　とくとご覧あれ！

関東に数ある鉄道の中でなぜ「東京メトロ」なの？　東京メトロはその昔「帝都高速度交通営団」（営団地下鉄）と呼ばれ、平成16年の民営化で発足した。千代田線、丸ノ内線、東西線、半蔵門線…と4線が通過する「大手町駅」に産経新聞の東京本社がある。なじみの鉄道なのだ。

その東京メトロのマナーポスターの中で大きな反響を呼んだのが、筆者がお薦めする2つのシリーズだ。

【○○でやろう】シリーズ（平成20年4月～）。

「そんなこと、他の場所でやればいいのに…」と誰もが思うような状況をイラストにして、あなたも知らず知らずのうちにこんなことやっていませんか？と呼びかけている。

筆者のお気に入りは『海でやろう』。駆け込み乗車でドアに挟まれ、泳いでいるかのようにみえる男性のイラスト。思わず噴き出してしまう。

このシリーズは大人気となり、同社広報部の石井正樹さんによると「出版社や学校の授業で使わせていただけませんか―という問い合わせが、特に多いシリーズになりました」という。

そのためか、このシリーズは数年続いており、女性が車内でお化粧をしている『家でやろう』は21年11月の作品。悪いマナーの例だけでなく、いいマナーは『またやろう』で統一され、座席を譲っている『またやろう』は22年4月の作品だ。

【漢字】シリーズ（28年4月～）。

「あなたのマナー、いいカンジ！？」と題して、漢字一文字でマナーを伝えるシリーズ。遠くからでも一文字の威力で瞬間的にマナー向上のメッセージが伝わり、外国人の興味も喚起できるように―と考えられている。

初回の同年4月は「扉」で5月は「音」、6月は「滴」。どの漢字もうまくマナーイラストにマッチしている。思わず「いいねぇ！」と声が出たほど。7月は「列」、8月「荷」、9月「見」、10月「声」、11月「滞」、12月「走」、29年1月「優」、2月「座」、3月「運」と続いている。

こうしたマナーポスターは、東京メトログループの関連財団「公益財団法人メトロ文化財団」が中心になって作っている。制作者はこんな人たち

こんなに素晴らしい「東京メトロ」のマナーポスターを誰が描いているのだろう。イラストレーター、グラフィックデザイナーが誰なのか、気になるところだ。

つくばエクスプレスも

関東の鉄道会社のマナーポスターといえば「JR西日本」編で登場した「つくばエクスプレス」（茨城・つくば－東京・秋葉原）。平成30年から始まった「やさしいやさい」「めいわくだもの」シリーズを経て、令和2年から昆虫が描かれた「困虫図鑑」「よい子ん虫図鑑」を展開中。いろんなアイデアが出てくるものだ。

その中で《コロナ禍に作成したポスターのため、一部キャラクターにマスクを着用させておりますが、現在、着用の呼びかけは行っておりません》という注釈がついたのが、よい子ん虫図鑑の『ススモンシロチョウ』。いろいろと気を使っておられますなぁ。