17 March 2022

'Let's clear the smoke' has the goal of educating Canadian adults on the facts about vapour products and the role these products can play in reducing the risks compared to cigarettes.

At BAT, we have a clear purpose to build A Better Tomorrow™ by reducing the health impact of our business and the ITC campaign gives readers access to information on how tobacco harm reduction is being embedded as a public health strategy.

'Let's clear the smoke' provides information about the latest in vapour product science and aims to allow Canadian adults to take a more informed view when considering their stance on vaping products and other less risky alternatives to smoking^*† .

This campaign is driven by a combination of mass out of home media placements and digital ads to drive awareness and website traffic. The campaign lasts for 10 weeks and will be the first of a range of initiatives to drive the acceptance of THR in Canada.

"There is a lack of understanding out there about vapour products, especially when it comes to the positive role they can play in tobacco harm reduction," said Ralf Wittenberg, President and CEO of Imperial Tobacco Canada. "I think this misunderstanding is due to the fact that the vast majority of people don't have access to accurate, credible and independent information.

"The purpose of this campaign is to educate Canadian adults on the facts about vapour products by providing access to credible, factual, and independent information."

Find out more at clearthesmoke.ca .