The Rethink PROJECT is the umbrella name for community contribution activities that Japan Tobacco Inc. (JT) launched in June 2020. It includes many activities, such as the "Rethink Creator PROJECT," which trains creators who practice "Rethink," and "Rethink Forums," where people discuss local issues in communities across Japan.

This time, we focused on the "Hiroeba Machi ga Suki ni Naru Undo" movement ("Pick up litter and you'll love your town more," or "Hiromachi" for short), which centers on environmental issues. We asked Daizaburo Fujiki why they started using Pirika for Businesses and Organizations and the litter survey service Takanome (walking version), and what the Rethink PROJECT means to him.

1. The keyword for sustainability: "Rethink = change your view and think again"

Could you tell us about the Rethink PROJECT?

In short, it is a set of community contribution activities that JT runs across Japan with many partners. To help solve social issues, we work with partners such as Pirika and other companies and local governments. We launched it in June 2020, and it has now been two full years.

"Rethink" means to look at things from a new angle and think again. During the COVID-19 pandemic, many people felt stifled. But if we rethink what feels hard and change our view, we may find something positive. Is a glass of water "only half full" or "still half full"? If we can shift our views like this under the keyword "Rethink," I believe society will respect diversity more. The Rethink PROJECT works on activities that put this into practice.

Within the project, I plan new activities that work with local people to energize their communities.

Is the Rethink PROJECT linked to JT's sustainability strategy?

Yes, the Rethink PROJECT is part of JT's sustainability strategy. It falls under "investing in people," and we see investing in people as contributing to society. In other words, our mission is to work on issues tied to each goal while contributing to society. In SDG terms, we focus on environmental conservation, disasters, reducing inequality and partnerships. Hiromachi falls under environmental conservation.

Among your sustainability activities, how did you start litter picking and cleanups in particular?

In fact, JT has run Hiromachi since 2004, for about 20 years. At first, we started it hoping to improve manners and prevent littering in towns. Our aim as a company was that better manners among participants would lead to cleaner towns and help solve social issues.

So you started long before sustainability became widespread! These activities do not directly bring in revenue. Why do you think it matters for a company to do them?

Of course, they do not directly bring in revenue. But for our group to keep growing, we believe it is essential to contribute to the sustainable development of society through business based on our management principle, the "4S model" (*). We think it is important to raise the satisfaction of our stakeholders by letting them know about our activities, including Hiromachi, and by working together with them.

*4S model: JT's management principle. With consumers at the center, JT aims to fulfill its responsibilities to four groups (consumers, shareholders, employees and society) in a high-level, balanced way and raise the satisfaction of all four.

2. Pirika for Businesses and Organizations makes cleanup records easier and shows even small activities

You have picked up litter for many years. How did you learn about Pirika?

JT's sustainability department introduced it, asking, "Could Pirika's business be used for Hiromachi?" Our team was in charge of Hiromachi, and we had a lot in common with Pirika, such as cleanups and town beautification. We teamed up in various ways, and that is how our relationship began.

JT has many partner companies. Why did you choose Pirika as one of them?

First, we were drawn to the large scale of its mission: solving the world's litter problem. Second, as we think about how to grow Hiromachi, which JT has run for many years, we felt we could work together with Pirika on the technology and business Pirika has focused on.

What has changed in your litter picking since you started using Pirika?

Two things: (1) we can now record small cleanups too, and (2) recording takes much less work.

JT has branches in all 47 prefectures of Japan, and each branch runs its own cleanups. They range from Hiromachi booths at local events that encourage litter picking, to smaller cleanups with local people such as shopping street members. Before Pirika, branches had to enter "how many bags of litter were picked up and how many people joined" into Excel on a later day and report it. Since we started using Pirika, especially for small cleanups, branches can report on the day with little effort, and the results are shown on a web page in real time.

Also, when branch staff post, they receive "thank you" messages. I think this motivates and encourages them to keep picking up litter.

So you were already keeping totals before Pirika. Why does JT record litter picking, and how does it help?

When we invite local people to do Hiromachi with us, showing our record since 2004, such as the amount of litter picked up and the number of participants, helps them understand the meaning and scale of the activity. Numbers are easy to understand.

Daily litter picking is very steady, quiet work. Why do you think JT staff across Japan are able to keep it up?

Everyone really picks up litter with energy. Many members join the small cleanups planned by employees, and that is a big help. No one is forced; it has become a natural flow. Cleanups are partly done as a company's responsibility. But if the activities are made visible, people receive "thank you" messages, and picking up litter helps solve social issues, I think employees can feel proud of it.

Personally, I think the key to getting many people to pick up litter is "helping everyone understand the impact of litter." Many people do not know that litter around them can flow into rivers and the sea, break into microplastics and pollute fish. The litter problem does not feel like their own problem. Understanding this can help prevent littering and lead people to pick up litter near them. People do not act unless they sense a risk, so I think it is important for someone to sound the alarm.

Do you also connect with local people through Hiromachi?

Yes, a lot. Local residents can join large Hiromachi events. Before COVID-19, more than 1,000 people sometimes took part in a single day. Families join too. When people come back from a cleanup, many happily share comments like "There was quite a lot!" "There was a lot inside the hedges," "There were many cans," or "The town was cleaner than I expected." Everyone picks up litter, the town gets cleaner and manners improve. I think this is a good feature of Hiromachi and has a good effect.

That's great! When people imagine where their own litter ends up, they stop littering, start noticing litter in town, and take real action.

3. Starting the litter survey service Takanome as part of town beautification

Why did you start using the litter survey service Takanome in addition to Pirika?

At first we were doubtful: "Can it really photograph litter?" But we thought that if it really could, and could show the amount of litter, it would be very useful. I think we have done about 30 surveys so far.

4. Finally, a message to people and companies thinking of using Pirika or Takanome

Pirika's CEO, Kojima, once said in an interview: "Litter picking is lonely work, and that is why it is hard to keep going. The litter disappears on the spot, so the work fades with time. Recording it motivates people to continue and also helps solve the problem." That left a strong impression on me.

Pirika has great potential. I hope that individuals and companies alike can turn litter picking from "lonely work" into "something we build together," and connect it to solving social issues.

Rethink PROJECT official website (in Japanese): here

Rethink PROJECT visualization page: here

More about Pirika for Businesses and Organizations: here

More about Takanome: here