It’s happened to all of us at some point. You’re in the middle of a conversation when someone mentions a word or phrase you don’t know, and you’re forced on to Google to get the gist. Whether it’s simply to appear knowledgeable, or to form a deeper understanding of something, knowing the meaning of words and phrases is important.
So, when Philip Morris International (PMI) launched its Unsmoke Your World campaign to join the conversation already taking place around unsmoking, it wanted to ensure people understood what unsmoking meant. The campaign is PMI’s attempt to champion global efforts to live in a smoke-free world. Its simple message is: if you don’t smoke, don’t start. If you smoke, quit. If you don’t quit, change.
To help amplify this message, and ensure that those who want to join the movement understood what it entailed, PMI required a platform that would allow them to quickly search out the meaning of the word ‘unsmoke’. Urban Dictionary made perfect sense. The site is a crowdsourced online dictionary that allows users to submit entries and definitions for review. It positions itself as a tool to help you “Define Your World”, something that fitted in well with PMI’s goal of creating a smoke-free future.