In a significant stride towards fostering transformative change, Rothmans, Benson and Hedges Inc. (RBH) proudly commemorates the 5th anniversary of its impactful Unsmoke initiative.
Unsmoke: Redefining Tobacco Consumption
At the core of RBH’s efforts lies Unsmoke, guided by the principles of “if you don’t smoke, don’t start; if you smoke, quit; if you don’t quit, change.” This initiative epitomizes RBH’s commitment to facilitating discussions and disseminating information about potentially less harmful alternatives for adults who may otherwise continue smoking.
Attracting Change Champions
RBH’s dedication to change has attracted professionals like the newly appointed first female Managing Director, Milena Trentadue. Trentadue’s decision to join RBH was fueled not only by the company’s readiness to disrupt itself but also to catalyze change in government policies that have lagged behind the innovation of smoke-free products.
Dispelling Misconceptions and Promoting Healthier Alternatives
Addressing prevalent misconceptions, Trentadue highlights the need for policy differentiation between smoke-free products and cigarettes. While cigarettes burn tobacco and emit harmful chemicals, alternative products like heated tobacco and vaping eliminate tobacco burning and smoke, potentially reducing health risks for smokers.
Empowering Smokers with Information
Trentadue’s leadership at RBH fortifies its position as a pioneer in smoking harm reduction. The focus remains on introducing scientifically supported, smoke-free products such as heated tobacco and vaping alternatives. Despite acknowledging their addictive nature and associated risks, these alternatives offer adult smokers potentially less harmful choices.
Collaborating for Change
“We need to collaborate with the government to develop policies that distinguish smoke-free products from cigarettes,” Trentadue emphasizes. Educating individuals about the possibilities of smoke-free alternatives is crucial in dispelling stigmas and stereotypes, ultimately empowering adult smokers to make informed decisions for their health.
Renewed Call to Action: Unsmoke Canada
As part of the 5th-anniversary celebration, RBH issues a renewed call to action, urging individuals to commit to Unsmoke Canada. The goal is to continue advocating for change, dispelling misconceptions, and working towards policies that recognize the transformative potential of smoke-free alternatives.
