Philip Morris International (PMI) is committed to delivering a smoke-free future. According to WHO estimates, there are over a billion smokers around the world today, and that number is expected to remain virtually unchanged in 2025. In 2019, PMI launched ‘Unsmoke Your World’ - a global campaign to drive conversation and bring together a community of people who can make a difference and accelerate change for adults who would otherwise continue smoking. The initiative reinforces that those who don’t smoke should not start and for those who do, the best choice they can make is to quit cigarettes and nicotine altogether. But those who don’t quit should be given information and access to science-backed, smoke-free alternatives. The core message of Unsmoke is: If you don’t smoke, don’t start. If you smoke, quit. If you don’t quit, change. To support the launch of the initiative, we created UnsmokeYourWorld.com, a website that contains inspirational real-life stories of people who have successfully “unsmoked” themselves or their loved ones. It also features information on how to quit cigarettes and nicotine altogether; scientific facts on better alternatives to continued smoking; and a call-to-action to lawmakers to ensure that regulations clearly distinguish smoke-free alternatives from more harmful forms of consuming nicotine such as cigarettes. To date, the website has seen over 2.3 million ‘unsmoke actions’.