An impactful yet quiet transformation is taking place in Africa, a transformation that is steering towards a smoke-free future.
At Technovation 2025, hosted by PMI and attended by industry leaders, health experts, and media professionals, one message stood out clearly: The adult smokers deserve to be offered better options, supported by science, along with unambiguous information to aid in making healthier choices.
We spoke with two leading voices at the Technovation 2025 Conference, key voices in shaping the conversation around tobacco harm reduction in Africa.
Themba Mathebula, the Director of External Affairs Southern Africa of Philip Morris International (PMI), shared the company’s open vision to lead a smoke-free future by inspiring adult smokers to switch to less harmful options.
Meanwhile, award-winning health reporter, medical doctor, and Willow Health Media CEO Dr. Mercy Korir gave an introspective rundown of the primary function of health communication and media in educating people on tobacco harm reduction and encouraging healthier choices.
Replacing Cigarettes with Better Options
Mathebula stated, “Our goal is simple.”
“We want to replace every cigarette with a better alternative, whether it’s a heated tobacco product, a nicotine pouch or another reduced risk option. Smokers in Africa deserve that choice,”
Mathebula reiterated on this vision is a direct response to PMI’s global policy: speed up the attainment of a smoke-free future through scientific advancement, innovation, responsible public education, and technology.
He also highlighted that the journey won’t be simple, but it’s worth the effort.
“We’re committed to this change,” he added. “It requires not just our work, but smart partnerships with regulations.”
Behavior Change Starts with Better Information
Dr. Korir also explained that the conversation around smoke-free products isn’t just about new technologies it’s about helping people change harmful habits.
“There are only three options,” she said. “Don’t start smoking at all. Quit if you can. Or switch to something less harmful if you’re struggling. But none of that works unless people have the right information and that’s where we come in.”
The future is smoke-free and it starts with informed decisions today
Both Mathebula and Dr. Korir agreed: creating a smoke-free future in Africa is possible, but only if everyone works together media, medicine, regulators, and industry.
“The best thing we can give the African people is access to truth and the freedom to make better choices,” added Dr. Korir
This isn’t just about products it’s about people. A mother who wants to quit. A young person who’s curious. A long-time smoker who needs support.
The smoke-free future won’t happen overnight. But with truth, collaboration, and compassion, it’s already beginning
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