Together, we can #UnsmokeCanada

Together, we can create a smoke-free future


In a significant step towards promoting transformative change, Unsmoke recently commemorated its 5th anniversary!

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 is committed to fostering conversations and spreading information about potentially less harmful alternatives for adults who might otherwise continue to smoke.

“There are a lot of misconceptions and areas for positive change. For example, current legislation treats all tobacco and nicotine products basically the same. Cigarettes burn tobacco and create smoke, which contains high levels of harmful or potentially harmful chemicals – the primary cause of smoking-related disease. Alternative products, such as heated tobacco and vaping products, eliminate the burning of tobacco and smoke.

- Milena Trentadue, Managing Director, Rothmans, Benson & Hedges

The emphasis centres on introducing scientifically supported, smoke-free products like heated tobacco, vaping products, and other innovative alternatives. While acknowledging their addictive nature and inherent risks, these alternatives aim to provide adult smokers with potentially less harmful choices.

“We need to work together with the government to create policies that differentiate smoke-free products from cigarettes, and we need to help others understand the possibilities of what’s out there before applying any stigmas or stereotypes and shutting down what they don’t know,” Trentadue says. “It’s critical for adult smokers to have access to this information because, if they don’t, they will continue making choices that could be worse for their health.”

As part of the 5th-anniversary celebration, there is a renewed call to action, urging individuals to commit to Unsmoke Canada. The goal is to continue advocating for change, dispel misconceptions, and work towards policies that reflect the transformative possibilities of smoke-free alternatives.

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There’s no doubt Canada can be a global leader in reducing the harm caused by smoking, but it requires actionable steps, such as creating policy that differentiates between smoke-free products and cigarettes.





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