Earlier this year, nearly 1,200 rail stations in Japan chose to ban the use of selfie sticks in reaction to the dangers of users not paying attention to their surroundings and the general nuisance caused by the photo-snapping peripherals in crowded areas. Now, East Japan Railways, Japan’s largest train operator, is taking aim at another problem: people walking through the station while staring at their smartphones instead of watching where they’re going.
But while you can ban selfie sticks and only ruffle the feathers of tourists and other leisure-oriented train passengers, millions of people rely on their smartphones during their daily commute to keep in touch with family, coworkers, and clients. So instead of prohibiting them, East Japan Railways has started a campaign to remind people not to use their smartphones while walking, and the reminder is so gentle that you can put it in your butt.