EAST JAPAN RAILWAY COMPANY campaign to improving manner for using railway (No.3)

Target Audience: We created it for foreign tourists visiting Japan. Especially, for those who visited Japan for the first time and don't know "manners to use Japanese railways" yet, to call for the improvement of their manners.

Strategy Objective:The goal is to let the foreign visitors know about the existence of "manners to use Japanese railway" and practice it. We believe that if they know manners, they don't violate them. Even if it is common for Japanese people, there may be things that are not in other countries. So we Illustrated the common nuisance acts on the poster so that they can notice that "The act is (in Japan) annoying." or "People are feeling uncomfortable by the act".

Situation Challenge: In recent years, the number of foreign tourists visiting Japan has increased significantly. It is a pleasure for railway companies because it is a big opportunity to increase their revenue. However, it is also a fact that troubles are frequently occurring at public transportation areas triggered by the bad manners of foreign tourists. The problems of manners are affecting the safe and accurate train operation, so they cannot be overlooked as a mere cultural difference. It is a new challenge for us the railway company to call for the improvement of manners of not only Japanese customers but also foreign tourists to protect the convenience and comfort of all customers.

Results Impact: I posted the following three actions as nuisances in my poster. 1: "Block the entrance of the train with a large suitcase." 2: "Talk in a loud voice in the train" 3: "Walk while operating smartphones on the platform" We hope that foreign visitors to Japan will notice that these acts are annoying to the surrounding people and that the troubles caused by these acts will decrease. I hope as many foreign tourists as possible to learn about Japanese manners and to finish their travel with nice memories without any trouble. By putting also Japanese words on the poster, we also expect Japanese customers understand that our company is working on improving the manners of foreign tourists visiting Japan, and we expect that they associate with foreign visitors with generosity, as ever.

Why Submit: Sometimes what is common for Japanese people is not common for foreign visitors, so it may cause troubles. It's a pity that they may have bad feelings even on the good opportunity of traveling Japan due to the trouble they cause. I hope that this poster triggered them to raise their interest in Japan's "manners" and that they would enjoy staying in Japan without trouble. In creating this poster, we put our feelings that "I want you to have a nice trip by keeping good manner". Using brighter and pop design, we are trying to make many foreign tourists see our poster. Because we, the technology center staffs, are usually not in charge of direct customer service, so we are happy if this poster will help improving the manners.