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pmi
Unsmoke

Challenge

PMI wanted to create the right environment and framework to give policymakers the science-based evidence, motivation and air cover they require to understand the need to create regulations that distinguish between combustible tobacco and smoke-free alternatives such as IQOS and HEETS. 

Insight

Advance the dialogue around the need for sensible regulation of smoke-free alternatives through an awareness campaign played out in the public eye.

solution

UNSMOKE (Unsmoke your mind) is an initiative that provides a framework to talk with regulators through the general public.
This communications platform is called #unsmokeyourmind because PMI were looking to challenge misconceptions and open minds to the better alternatives science and technology have made available. 

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