Unsmoke campaign seeks to propose a rigorous debate in Curacao around smoke free products for adult smokers and provide scientific substantiated information about reduced risk products for adult smokers.

Philip Morris International brings its Global Campaign Unsmoke your world (www.unsmokeyourworld.com/cw/) to Curacao. This is an important PMI´s initiative that aims to create relevant conversations towards a smoke free future. #Unsmoke seeks to propose a rigorous debate in Curacao around lower risk alternatives for smokers. It also provides scientific substantiated information, so that adult smokers who will not stop smoking have better alternatives to reduce the risk of harm substances exposure.

“We are making tremendous progress toward a smoke-free future. Our mission is to create a future in which people who do not consume tobacco or nicotine products will never start consuming; and for those who otherwise will continue smoking, know that they have smoke free alternatives”, explains Laureano Rodrigo, Market Manager ABC for Philip Morris International.

“We dream of a Curacao in which the cigarette, as we have known it for almost 200 years, becomes a museum piece and is replaced with smoke-free products for the benefit of those adults who would otherwise continue to smoke”, Rodrigo said.

At present day it is estimated that there are more than 1 billion smokers around the world, and public health authorities—including the World Health Organization (WHO)—estimate there will still be over 1 billion smokers in 2025. The challenge is that those adults who would otherwise continue to smoke have the proper information, based on scientific evidence, so they can switch to better alternatives.

“We truly understand that smoke is the primary cause of smoking-related diseases. Therefore, Unsmoke platform promotes quitting and never starting smoking as the best choice. For that 1 billion adult smokers who don’t quit, they should have access to information about smoke-free alternatives, which have a role to play in public health and can accelerate the change to a smoke free future” Rodrigo explained.

On #Unsmoke platform, people can find information about where the initiative comes from, what it seeks to solve, what smoke-free alternatives are and what the current regulation is. People can also find talks and discussions to encourage balanced debate and access to rigorous information for adult smokers.

Understanding the science

Scientific research findings confirm that the smoke that is generated by burning tobacco in a cigarette is the core cause of the development of smoking related diseases. That happens during the combustion process, which occurs at high temperatures, in this case at over 400 Celsius degrees. It is from that temperature that the concentration of harmful and toxic substances may exponentially damage the health of smokers.

Scientific studies also confirm that products that heat tobacco instead of burning it significantly reduce the production of harmful and potentially harmful chemicals. In fact, smoke-free alternatives reduce up to 95% of toxic substances found in smoke.

Among the main smoke-free alternatives are heated tobacco products, which are those that heat tobacco, without burning it, to temperatures below 350 degrees Celsius. The nicotine from the tobacco leaf and the flavor evaporates, generating an aerosol that is inhaled by the user and contains on average 95% less concentration of toxic substances than traditional cigarette smoke.

“PMI has invested for more than 10 years in science and technology, to develop alternatives that represent a lower risk for those adult smokers who otherwise will continue smoking, and now have better alternative to switch to. Philip Morris is in constant transformation. The main business change is to stop being a tobacco company, to become a science, innovation and technology company”, Rodrigo explains.

To find more information and relevant content regarding “Unsmoke your world” initiative, people can log on to www.unsmokeyourworld.com/cw/


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