Moira Gilchrist, VP Strategic and Scientific Communications talks to camera:

There are a billion people around the world who smoke cigarettes and that number is not going to change for the foreseeable future.

We know from statistics, we know from history that most people who smoke don't stop - they don't.

And I knew that science and technology could be applied to this problem and it must be possible to create better alternatives.

Cristina Apetrei PhD, Device Projects and Planning, talks to camera:

So you'll burn tobacco a temperature of 800 degrees.

We will reduce the temperature to below 350 degrees which completely changes the chemistry.

Catherine Goujon PhD, Chemistry Research, talks to camera:

Meanings that they are able to find the source of satisfaction for them and able to switch to the alternatives.

Emilija Veljkovic PhD, Scientific and Medical Affairs R&D, talks to camera:

Whatever we generate we're sharing with the outside world with the scientific community.

We're inviting independent researchers, institutions to take our data, to analyze our data and to come up with their own conclusions.

And to challenge us, we like to be challenged.

Moira Gilchrist, VP Strategic and Scientific Communications talks to camera:

People need to look at it, people need to delve into it.

They need to look at the look at the data that we've published and make conclusions based on that data.

Not based on their perceptions of how we may have conducted our science or who we are as a company.

The words Its Time To Unsmoke appear on screen.

For more information, visit PMI.com/itstime.

Philip Morris International logo is seen on screen.