PM takes next, big step

A new campaign that aims to persuade UK smokers to go smoke-free with the support of friends and family has been launched today by Philip Morris Ltd (PML), the UK and Ireland affiliate of Philip Morris International.
The campaign, called Hold My Light, is designed to offer the UK’s 7.4 million smokers a new, innovative approach to going smoke-free. Smokers are encouraged to ask friends and family to pledge small, practical offers of support if they commit to giving up smoking for an initial 30 days.
The £2 million campaign features a website, video and major advertising campaign across digital and print media aimed at both smokers and their potential supporters.
In a press note today, PML said that the Hold My Light campaign was based on similar behavioural-science initiatives that had created positive societal change and was aimed at the 60 percent of smokers who said they wanted to quit.
‘The website, www.holdmylight.co.uk suggests the kind of pledges that supporters might offer – from looking after your pet to cooking dinner every night,’ the note said. ‘Asking smokers to give up cigarettes for 30 days is based on Public Health England research that found smokers who gave up for 28 days were five times more likely to stop smoking completely.’
Peter Nixon, MD of PML said the campaign broke new ground that was an important next step in the company’s going smoke-free and ultimately stopping cigarette sales. “There are more options than ever before for smokers to give up cigarettes but often they don’t realise that alternatives, like e-cigarettes and heated tobacco, are a better choice than continuing to smoke,” he said. “Our research has shown that smokers want personal support from friends and family if they are to give up cigarettes – and that is what Hold My Light is designed to offer.”
The new campaign was developed by PML as part of its New Year’s commitment towards a smoke-free future and reflects the company’s position that quitting smoking and nicotine use altogether is the best decision that a smoker can make.
The company said the campaign marked the first time a tobacco company had launched a smoke-free campaign directly aimed at encouraging UK smokers to give up cigarettes.