Philip Morris

Leading a movement

There are 1.1 billion smokers in the world today. And according to the WHO, there will still be more than a billion smokers in 2025.

Philip Morris have an ambition to stop selling tobacco. The only way that’s going to happen is if those people who don’t want to give up nicotine fine an alternative.

So the business started a movement – Unsmoke Your World – aimed at helping people understand exactly what alternatives are out there, with an emphasis on heated tobacco – arguably the closest product to cigarettes.

philip_morris_international_unsmoke_regulation (360p)

My role was a broad one. I crafted the messaging strategy. Came up with the content, modules and apps in the site. Wrote the ads – including a plethora of content for a store takeover in Davos. I oversaw the creative development of promotional films. I even edited PR materials to keep the voice strong. All this, while keeping those fiercely-stringent legal requirements that surround this topic in mind.

With a segue into the ‘Unsmoke Your Mind’ campaign targeting politicians, healthcare professionals and industry leaders, the result was a genuine 360° campaign. One that spoke not only to the end users we wanted to shift to less harmful products, but also the decision makers whose support will be vital to the long-term success of the initiative.

You can check out the full site here.