PMI and Andrea Bocelli Launch 'Believe. Further' Initiative in Venice
PMI and Maestro Andrea Bocelli launched 'Believe. Further' in Venice, a platform for progress and transformation.
Philip Morris International (PMI) and Maestro Andrea Bocelli have launched a multi-year platform named “Believe. Further” in Venice, Italy. The initiative, presented at the Torre dell’Arsenale, is designed to foster a broader conversation on progress and positive change, according to reports from AFP.com and Ansa.it. The platform aims to engage cultural, institutional, and business audiences across Europe, focusing on transformation and moving beyond established perceptions.
The initiative aligns with PMI's stated commitment to delivering a smoke-free future. The company has reportedly invested over $16 billion since 2008 to develop, scientifically substantiate, and commercialize innovative smoke-free products for adults who would otherwise continue to smoke. PMI's smoke-free products are now available in over 105 markets, and by December 31, 2025, the company estimated these products were used by over 43 million legal-age consumers globally, many of whom have transitioned from cigarettes or significantly reduced their consumption.
Massimo Andolina, PMI's President Europe Region, stated that the company committed to transforming its business by replacing cigarettes with alternatives because it was
Source: PMI Investor Relations