The harm reduction equation describes the criteria for making a significant impact on public health by converting the greatest number of existing adult smokers to less harmful alternatives to smoking. This is a model developed by a number of well-known public-health experts.
A few important steps are needed to make this common-sense approach a reality for millions of smokers. First, you need to invent less harmful alternatives to cigarettes. Second, these alternatives should be appealing to smokers: they should deliver a taste and sensory experience that leads smokers, who would otherwise continue to smoke, to switch.
We can achieve a significant public-health benefit only when a large number of these smokers switch from cigarettes to better products. That is why we are designing a smoke-free future, and have invested in research and development to create our portfolio of smoke-free products that would encourage adult smokers to switch to them.