What is Philip Morris’s “Unsmoke” campaign?
On 08 April 2019, Philip Morris International (PMI) launched “The Year of Unsmoke”— a call for action to “smokers, nonsmokers, regulators and agents of change… who can empower a smoke-free future”, with a key message: “If you don’t smoke, don’t start. If you smoke, quit. If you don’t quit, change”1 On 21 May 2019, PMI launched “It’s Time to Unsmoke” at Wall Street’s Future of Everything annual event. The initiative calls for authorities and regulators to “have an open conversation and come up with a meaningful solution on how we can Unsmoke the world.”