Around the world, some countries are boldly rethinking their tobacco policies—choosing riduzione del danno over outdated approaches. And it’s working. Campioni del cambiamento spotlights these nations that are turning evidence into action, saving lives as a result.
🏅 Best Newcomer in Smoking Reduction Since embracing harm reduction in 2019, Greece has seen a powerful turnaround in smoking trends. Proof that bold steps lead to real results.
🏅 Most Improved Country in Reducing Smoking Rates The Czech Republic's risk-based taxation and openness to safer alternatives have driven a dramatic decline in smoking. This is what forward-thinking policy looks like.
🏅 Lifetime Achievement Award for Smoke-Free Leadership Sweden is setting the gold standard—on track to become the first smoke-free country in the world, thanks to its pragmatic, science-based policies.
Policies based on fear and prohibition don’t work. But harm reduction does. Countries that support access to safer nicotine alternatives like vaping, pouches and similar products are reducing smoking rates faster than those sticking to bans and higher taxes.
Read our lettera aperta to the EU health ministers
More about Campioni del cambiamento
While Sweden, Czech Republic, and Greece are proving what’s possible, too many countries are still falling behind—clinging to outdated policies that protect cigarettes instead of public health.
This campaign is about giving credit where it’s due—and urging others to follow.
Policymakers, public health leaders, and advocates: Let’s follow the example of Sweden, Greece, and Czechia. Support innovation. Embrace evidence. Prioritise compassion.
Together, we can end smoking across Europe.
Use the hashtag #ChampionsOfChange on social media and help us spread the message that innovation saves lives.
Want to know the true cost of the European Commission’s plan to hike taxes on safer nicotine products? Try the tax calculator from Clearing the Air
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