The Canadian government has committed to reducing cigarette smoking in Canada to 5% of the population by 2035.

At Rothmans, Benson and Hedges Inc. (RBH), we think we can do better

We know we can help. Cigarettes have been our business for decades, but we recognize that it's time for change.

We want to stop selling cigarettes and help #UnsmokeCanada
. It is the right choice to move Canada towards a smoke-free future.

What does Unsmoke mean?

Unsmoke refers to the process of ridding cigarette smoke from your life and the lives of your loved ones. The best way is to quit smoking cigarettes altogether. However, for adults who continue to smoke, there are smoke-free alternatives available that eliminate exposure to many harmful chemicals and reduce certain health risks that users face.

Why not just stop selling cigarettes?

We don’t think that stopping selling cigarettes is an effective solution to stop continued adult smoking. Other cigarette makers would just fill in the void.

Instead, RBH is committed to replacing traditional cigarettes with smoke-free alternatives as soon as possible.

It’s a problem that we all have a role in solving, and when it comes to tobacco, the best thing for all Canadians is to be informed.

The world is changing - It’s time to change with it.

It’s possible to rid Canada of cigarettes by 2035, but all of us will have to work together to get there!