Unsmoke is an initiative from Philip Morris International (PMI) to speed up a dramatic positive change in public health. It aims to reinforce the message to smokers that the best choice they can make is to quit cigarettes and nicotine altogether. But it recognizes that many won’t and believes these people should have the opportunity to switch to better alternatives than cigarettes, especially since these do actually exist. Smoke-free alternatives are not available everywhere and even when they are, awareness may be low or the information people have about them may be incorrect. We want the world to know: there can be a smoke-free future for families, their communities, and our collective futures.