Company: Philip Morris International, Lausanne, Switzerland
Company Description: Philip Morris International (PMI) is a leading international tobacco company working to deliver a smoke-free future and evolving its portfolio for the long term to include products outside of the tobacco and nicotine sector. he company’s current product portfolio primarily consists of cigarettes and smoke-free products, including heat-not-burn, vapor and oral nicotine products.
Nomination Category: Annual Report & Other Publication Categories
Nomination Sub Category: Best White Paper or Research Report
 Nomination Title: Hate Is In the Air, Philip Morris International
- The date on which this nominated white paper or research report was first distributed or otherwise made public:
20 October, 2021
- Briefly describe this entry’s communications objectives and how it met those objectives (up to 200 words):
Total 198 words used.
In Fall 2021, Philip Morris International (PMI) published its “Hate Is in the Air” white paper as part of a wider corporate thought leadership initiative to encourage conversations about the need to address hate and hate speech in society by embracing dialogue and collaboration. What—and who—is driving the rise in hate, and how can corporations confront the issue to ensure hostility isn’t permitted to impede societal progress? These were some of the questions this initiative set out to explore. To ensure a more global perspective on the issue of hate, we supported the white paper with an international survey, conducted by an independent research agency that surveyed just over 5,000 adults in five markets (Brazil, France, South Africa, South Korea, and the United States). We further supported the launch of the white paper through a series of owned, social, and paid activities to engage business leaders, KOLs, and the public in a discussion around the importance of championing inclusion and combating disinformation and divisiveness to drive progress. Key results to date include: an audience of 71,602,157 reached through a U.S. radio media tour, 69,400 social media impressions, and 53 million paid campaign impressions.
- List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:
The creative and production credits for this entry go to the PMI Global Communications team.
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