PMI | Hold My Light

PMI: Hold My Light

At Grey London, I helped shape the strategy behind one of the world’s biggest behavioural-change challenges: helping smokers move away from cigarettes toward reduced-risk alternatives such as IQOS and vapes.

Hold My Light became a socially driven activation encouraging smokers to quit with support from friends and community around them — reframing quitting not as isolation, but as shared encouragement and collective progress.

Built across social, print and experiential, the platform combined human storytelling with participation-led engagement to help drive awareness, conversation and positive behaviour change at scale.