We chose Smoke Less as our first statement because smoking is a global issue that must be treated with maximum attention.
It is one of the largest causes of disease in the world. Not only does it harm smokers as it undermines the health of everyone around them.
We consider that it is a reasonable thing to ask people to smoke less. Our intention was always to promote a reduction of smoke in our lives as well as in the environment that surrounds us. It could be a first step on the road to quit, or it could just be a decrease in a habit that one wishes to keep.