Celebrating a half-decade of impactful strides, Rothmans, Benson and Hedges Inc. (RBH) proudly commemorates the 5th anniversary of its influential Unsmoke initiative, a beacon of transformative change in Canada’s smoking landscape.
At the core of RBH’s mission lies Unsmoke, a visionary initiative guided by the ethos of “if you don’t smoke, don’t start; if you smoke, quit; if you don’t quit, change.” This initiative embodies RBH’s steadfast commitment to fostering dialogue and raising awareness about potentially less harmful alternatives for adults entrenched in smoking habits.
The company’s unwavering dedication to driving change has attracted top-tier professionals, including Milena Trentadue, RBH’s newly appointed first female Managing Director. Trentadue’s decision to join RBH stemmed from the company’s proactive stance in disrupting traditional norms and advocating for policy reforms that align with the rapid evolution of smoke-free products.
“Current legislation lumps all tobacco and nicotine products together, overlooking the significant differences in harm reduction potential,” Trentadue points out. While traditional cigarettes generate smoke laden with harmful chemicals, smoke-free alternatives like heated tobacco and vaping products eliminate the combustion process, thereby reducing exposure to harmful compounds.
Under Trentadue’s leadership, RBH continues to lead the charge in smoking harm reduction by introducing scientifically backed, smoke-free alternatives. These alternatives, while not devoid of risks or addictive tendencies, offer adult smokers viable pathways to mitigate potential health hazards associated with traditional smoking.
“We must collaborate with governmental bodies to craft policies that distinguish smoke-free products from conventional cigarettes,” asserts Trentadue. “Empowering individuals with knowledge about these alternatives is paramount, as it enables informed decision-making and fosters healthier choices.”
As the 5th-anniversary festivities unfold, there’s a renewed rallying cry for individuals to pledge their commitment to Unsmoke Canada. This call to action aims to galvanize support for continued advocacy, dispel misconceptions, and advocate for policies that embrace the transformative potential of smoke-free alternatives. Join the movement and be a part of shaping a smoke-free future for Canada.
