CHALLENGE

Creating a global movement that encourages smokers to unsmoke and transition to smoke-free alternatives, while navigating varying regulations, perceptions, and market conditions.

INSIGHT

Smokers are seeking better alternatives to cigarettes, and a unified message backed by stories of real people who have successfully quit or changed to smoke-free alternatives can resonate globally and encourage a shift away from smoking.

SOLUTION

#UnsmokeYourWorld is a grassroots movement that empowers local markets to adapt and implement a consistent campaign. By providing adaptable content templates, testimonial videos, and a central platform, the campaign encourages smokers, their loved ones, and the wider public to join the conversation, share stories, and advocate for sensible regulations that support smoke-free alternatives. The campaign focuses on three main aspects: Activate (using testimonials), Educate (providing data and facts), and Change (encouraging regulatory engagement). The tone is authentic, empowering, and community-focused, aimed at sparking conversations and creating lasting impact.