Imperial Tobacco Canada, a subsidiary of BAT, has launched a campaign to highlight the facts and science of vaping.
āLetās clear the smokeāĢżĢżhas the goal of educating Canadian adultsĢżon 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 Tomorrowā¢ 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.
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āLetās clear the smokeā 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*ā .
This campaign is driven by a combination of mass out of home media placements and digital ads to drive awareness and website traffic.ĢżThe campaign lasts for 10 weeks and will be the first of a range of initiatives to drive the acceptance of THR in Canada.
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āThere 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,ā said Ralf Wittenberg, President and CEO of Imperial Tobacco Canada. āI think this misunderstanding is due to the fact that the vast majority of people donāt have access to accurate, credible and independent information.
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āThe purpose of this campaign is to educate Canadian adults on the facts about vapour products by providing access to credible, factual, and independent information.ā
* Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.
ā Our products as sold in the US, including Vuse, Velo, Grizzly, Kodiak, and Camel Snus, are subject to Food and Drug Administration (FDA) regulation and no reduced-risk claims will be made as to these products without FDA clearance.
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