The next generation will be smoke-free.

That is the mission. Not fewer smokers, not smoking made safer. A generation that never starts, and a generation before it that gets out.

What we are up against

The tobacco industry had us from early on. It knew the science before we did, hid it, and built the most effective marketing machine of the twentieth century on top of it. It designed the product to hook, and it designed the flavours, the packaging and the pricing to hook young. It is still at it, in new forms, with new products, in every country that lets it.

It is a giant machine, and it is fighting us. Against it stands a person who wants to stop, alone, at eleven at night, with a craving.

What has changed

For a hundred years, technology served the machine: the cigarette rolling plant, the advertising, the data. Now, for the first time, the same kind of technology can be on the other side. A coach that knows you, remembers you, and is there at eleven at night. For everyone, not only for those who can pay a counsellor.

We can fight them with it. That is what Air is.

Technology and people, together

Air is not a replacement for people. It is a coach that stands beside you and the people around you: your doctor, your partner, the friend who quit last year. It listens, it remembers, it steers. You decide.

Technology on its own is cold. People on their own are not always there. Together, they can get someone through the next five minutes. And then the next.