40th annual Loeries awards, Loeries awards, John Dixon, CEO, Publicis Groupe Africa, Philip Morris, PMI science and innovation lounge, Blaine Dodds, Marketing Manager for Reduced Risk Products at Philip Morris South Africa, tobacco product,

The local creative industry received a call to action this week to embrace a smoke-free future, during the 40th annual Loeries awards. This, following Philip Morris’ call for the creative, media and communications communities at Cannes* earlier this year to embrace its ongoing commitment to creating a smoke-free world.

The PMI science and innovation 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.

PMI, which manufactures six of the world’s top 15 cigarette brands, including Marlboro, has an ambitious plan for a smoke-free world which includes challenging the creative community to help drive the switch from traditional smoking to smoke-free alternatives.

“Innovation, science and technology are central to PMI’s efforts to provide adult smokers with better alternatives to cigarettes,” said 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.”

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

IQOS, PMI’s most advanced smoke-free product, 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 far below that of combustion. A unique heating blade containing gold and platinum and a sophisticated 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.

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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,” said John Dixon, CEO, Publicis Groupe Africa. “Our declaration has been made for our 14 agencies across two regions.”

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