Adnkronos (Adnkronos) – "We believe that by 2035, Italy can become the first major country in the world to eliminate cigarettes. To achieve this goal, our commitment alone is not enough; everyone's is needed." This was stated by Pasquale Frega, president and CEO of Philip Morris Italia, on the sidelines of the presentation of "Non Oggi," the short film directed by and starring Sergio Castellitto, produced by Dude in collaboration with Philip Morris Italia, and presented at the Rome Film Fest.
"The idea for this project stems from a very simple question: why are cigarettes still available, despite everything we know and understand? Science and technology are already supporting this process," Frega explained, emphasizing that "Italy has begun this journey brilliantly," so much so that, according to the company's vision, it is possible to outpace traditional cigarettes by 2035.
Hence the choice to use cinematic language to tell a story of a future in which cigarettes have become objects of the past.
"Telling this story through the emotions of cinema seemed like a new engaging tool to convey this positive perspective," he added. To make the scenario imagined in the short film a reality, however, Frega believes a shared commitment is needed. "I believe everyone is called to play a role, because to achieve this goal, politics, science, education, and the various sectors of society must understand the importance of eliminating a phenomenon that is undoubtedly negative," he emphasized.
“We can't do it alone, we need a large coalition.
We need to inspire a large movement in the country that can achieve this goal,” Frega concluded.
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