Unsmoke is a PMI initiative for people who smoke and those who care about them. Through the Unsmoke initiative we want to bring together a community of people who can make a difference and accelerate change for smokers who would otherwise continue smoking. UnsmokeYourWorld is an inclusive campaign, with a message that reflects some of our key corporate positions. People who do not smoke should not start. The best choice any smoker can make is to quit cigarettes and nicotine altogether, but those who do not quit deserve the opportunity to choose better alternatives. They deserve access to accurate and non-misleading information about these alternatives. The UnsmokeYourWorld campaign is designed to empathetically challenge smokers who would otherwise continue smoking to seek information and to make better choices.
