The idea of a company known for producing cigarettes telling smokers to stop smoking cigarettes might cause people to do a double-take. But that is exactly what Philip Morris International (PMI) is doing through its Unsmoke campaign.
The campaign successfully launched in Canada in May, with Peter Luongo, Managing Director of Rothmans, Benson & Hedges Inc. (RBH), declaring that this was another stride towards a future where cigarette sales would stop completely. “RBH is committed to a smoke-free future and wants to eliminate cigarettes by 2035. For change like this to happen, we need governments, consumers and society all to play a role,” Luongo said. “We can launch Unsmoke – but we can’t unsmoke Canada alone.”
The campaign’s website, Unsmoke Canada, was set up to help raise awareness about smoke-free alternatives, as well as the activities the company is undertaking to spread the word. One such activity took place in the week leading up to World No Tobacco Day. PMI employees took to the streets of downtown Toronto to take part in a street-clean, clearing up cigarette butts. Around 60 employees, wearing “Unsmoke” t-shirts, swept up streets around Yonge-Dundas Square, and spoke to passers-by about the purpose of Unsmoke and how the movement can help keep the streets of Canada permanently clear of cigarettes.