PMI responds to call to action to commit to a smoke-free world

The local creative industry received a call to action to embrace a smoke-free future during the 40^th annual Loerie Awards. This follows Philip Morris's call for the creative, media and communications communities at Cannes 2018 to embrace its ongoing commitment to creating a smoke-free world.

The PMI science and innovation lounge is a space created in response to the call to action. The lounge is an interactive educational area providing a broader knowledge of the science and technology behind the company’s innovative reduced risk alternatives to smoking.

"Innovation, science and technology are central to PMI’s efforts to provide adult smokers with better alternatives to cigarettes," says Blaine Dodds, marketing manager for Reduced Risk Products at Philip Morris South Africa.

"The Loeries offered a space for us to explain the science and innovation behind the product to businesses and other partners in an interactive and educational way," adds Dodds.

One of these products is IQOS, PMI’s award-winning heated tobacco product. Since 2008, PMI has invested more than $4.5-billion USD in scientific research, product and commercial development and production capacity related to its smoke-free products.

IQOS is the result of over a decade of research and development. It uses sophisticated electronics to generate an aerosol by heating tobacco to a temperature below that of combustion.

According to PMI, a unique heating blade containing gold and platinum and a firmware ensures that the tobacco is heated and not burnt and, as a result, the aerosol contains significantly lower levels of harmful chemicals compared to cigarette smoke.

Dodds adds, "The move is part of our global vision to lead the change towards greater, science-based innovation and technology in the tobacco industry."

Guests invited to the science and innovation lounge are educated through state-of-the-art technology, virtual reality and an immersive experience while being introduced to the potential of what a world would be like if smokers switched to less harmful alternatives.

Publicis Groupe Africa was the first agency network in Africa to pronounce its commitment to a smoke-free future by pledging support to the PMI global initiative.

"We are proud to be the first agency network in Africa to undertake a commitment for a smoke-free future and are aligned to PMI’s bold ambition of a smoke-free world," says John Dixon, CEO, Publicis Groupe Africa. "Our declaration has been made for our 14 agencies across two regions."

For more information, visit www.iqos.com. You can also follow IQOS on Facebook or on Twitter.