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Dr. Moira Gilchrist (Vice President Scientific and Public Communications at Philip Morris International) joins the podcast to discuss creating authentic and empathetic content. Dr. Gilchrist ensures the messaging she oversees is directly aimed at changing the minds of current smokers, not attracting new ones.

She steers nicotine users away from smoke, towards healthier alternatives, while fully acknowledging that the only healthy option is quitting altogether. This episode was recorded at the 2019 Cannes Lions Festival of Creativity.