PMI’s campaign has sparked a shift to a smoke-free future in the Balkan nation.
The heady scent of the rose, Bulgaria’s national flower, is a memory many visitors to the country take home with them. But this nation of around seven million people may soon be as famous for its unsmoking.
The Unsmoke Your World campaign was launched by Philip Morris International (PMI) as a way to unite smokers and non-smokers under a simple message: If you don’t smoke, don’t start; if you smoke, quit; if you don’t quit, change.
As part of this campaign, the company is also launching a series of initiatives around the world to spread its message.