Tommaso Di Giovanni, Vice President of International Communications and Engagement at Philip Morris International (PMI), shares his insights on the strategies and challenges of promoting PMI’s smoke-free vision globally, highlighting the importance of public understanding and regulatory support.

Innovation Adoption: Communicating the Smoke-Free Vision

Since joining PMI in 2001, Tommaso Di Giovanni has been at the forefront of the company’s efforts to transform the industry, playing a pivotal role in the early stages of PMI's mission to create a smoke-free future. Appointed as Vice President of International Communications and Engagement in 2022, he now leads the company's global communication initiatives, working to drive the conversation on smoke-free alternatives.

During his recent address at the Technovation event, Di Giovanni emphasized that innovation alone is not enough; it is the adoption of innovation that makes the real difference. He pointed out that a crucial first step in promoting PMI’s smoke-free products has been to educate the public on the primary cause of smoking-related diseases—combustion. “The vast majority of people still believe that nicotine is what causes smoking-related diseases, but that’s not true,” he said. “Nicotine is addictive, and it's not risk-free, but it is not the primary cause of smoking-related diseases like cancer. Educating people about these basic concepts was essential.”

By clarifying misconceptions and providing clear information, PMI has encouraged consumers to switch from traditional cigarettes to smoke-free alternatives. However, Di Giovanni acknowledged that this requires guiding consumers through a new experience. “The ritual with these products is different, and the taste is not exactly the same, so we had to take them on a journey with communications targeted specifically to consumers,” he explained, noting that significant investment in one-to-one communications has been crucial to this effort.

The Importance of Regulatory Support and Harm Reduction

A key component of PMI’s strategy is engaging with governments and regulatory bodies to advocate for harm reduction policies. Di Giovanni stressed the importance of swift regulatory action, drawing an analogy with the history of seatbelt adoption. “In 1959, a Swedish engineer invented the seatbelt, but it was not until 1971 that a government, in Victoria, Australia, adopted its use. In the following years, mortality in car accidents dropped significantly,” he explained. “Every day we delay encouraging those people, who would otherwise continue smoking, to switch to e-cigarettes, heated tobacco, or pouches, we essentially tell them to keep using cigarettes, which affects their health and public health overall.”

Di Giovanni emphasized that quicker adoption of regulations supporting smoke-free products can lead to a faster improvement in public health outcomes. “If we can reduce the time between the invention, innovation, and its use in society, we can more rapidly improve public health,” he said. PMI’s vision involves not only offering smoke-free alternatives but also ensuring these innovations reach consumers as quickly as possible through supportive regulations.

Adapting Messaging for Diverse Markets

With over two decades of experience working across multiple countries and regions, Di Giovanni has seen firsthand how crucial it is to adapt messaging to resonate with local audiences. He shared that different cultures respond to different aspects of smoke-free products, making tailored communication essential.

“For example, in Japan, the cultural focus on caring for others meant that emphasizing the lack of ash and reduced odor of the products made a significant difference,” he said. “In contrast, in Italy, it was more important to highlight the individual health benefits because perceptions vary by region.” By understanding these cultural nuances, PMI has been able to craft messages that address what matters most to consumers in each market.

Looking Forward: Building a Global Smoke-Free Future

As PMI continues its journey toward a smoke-free future, Di Giovanni’s role is to ensure that the company's messaging remains clear, accurate, and adaptable across different regions. He believes that public education and regulatory support are vital to this transformation. “The more we can educate and inform, the faster we can drive change,” he concluded.

In his efforts to lead PMI’s communications strategy, Di Giovanni remains committed to the company’s bold vision. By focusing on informed public debate, engaging with stakeholders, and advocating for responsible regulations, PMI aims to accelerate the global transition to a smoke-free future, helping adult smokers move away from traditional cigarettes towards better alternatives.