FOR IMMEDIATE RELEASE
1.5 Million Views and Counting: “How Sweden Quit Smoking” Documentary’s Worldwide Success
Stockholm, Sweden (February 26, 2025)—On January 19, the global network We Are Innovation made its documentary “How Sweden Quit Smoking” available to the general public. In just one month, the movie has amassed 1.5 million views across X, YouTube, and Facebook.
“How Sweden Quit Smoking” showcases the Scandinavian country’s unique path towards becoming a smoke-free nation,through a blend of tradition and innovation. Sweden, where lifelong exposure to its tobacco policies has yielded a smoking rate of just 4.5 percent, stands in stark contrast to the European Union’s average of 24 percent.
Before the general release, “How Sweden Quit Smoking” was screened in several private events across three continents. The documentary traveled to Ankara, Brasília, Brussels (European Parliament), London, Madrid, Paris, Prague, San José de Costa Rica, Stockholm, Taipei, Vienna, and Warsaw.
Federico N. Fernández, CEO of We Are Innovation and Executive Producer of the documentary, celebrated this accomplishment: “The extraordinary response to ‘How Sweden Quit Smoking’ – with over 1.5 million views across platforms – shows how Sweden’s innovative approach to public health has captured global attention. Their success story is inspiring viewers worldwide to reimagine what’s possible thanks to innovation.”
Tomasz Agencki, the Director of the film, shared his excitement about the documentary’s reach: “Reaching 1.5 million views for ‘How Sweden Quit Smoking’ represents 1.5 million opportunities to share Sweden’s journey toward becoming smoke-free. Through this documentary, we aimed to show how innovation, science, and human determination can transform public health. The response tells me that people worldwide are ready to embrace similar positive change in their communities.”
Interviewees from “How Sweden Quit Smoking” have responded to the documentary’s broad reach with statements emphasizing its significance:
“The massive interest shown in this documentary is, in its essence, a demonstration of the global need to find new, innovative solutions to battle smoking and save lives. The reach of this documentary is a milestone on our path to a world where smoking is history.” – Carissa Düring, the Director of Considerate Pouchers Sweden.
“The remarkable reach of ‘How Sweden Quit Smoking’ demonstrates a growing global interest in understanding evidence-based approaches to tobacco harm reduction. Sweden has indeed created a practical model. With 1.5 million views, this documentary is helping to share crucial lessons that could accelerate progress in public health worldwide.” – Dr. Karl Fagerström, a founding member of the Society for Research on Nicotine and Tobacco and the creator of the Fagerström test for Nicotine Dependence.
“I am thrilled to see the documentary resonating with audiences worldwide. It focuses on promoting safer alternatives that satisfy cravings while prioritizing health and well-being. There are innovative solutions available that don’t compromise long-term health outcomes. I believe everyone deserves access to better choices.” – Dr. Anders Milton, a Specialist Physician and Former Chairman of the World Medical Association.
“It’s incredibly satisfying to be part of a documentary that examines the scientific research behind non-smoking nicotine products like snus. The film explores their reported effects on focus and cognitive performance, while also discussing harm reduction compared to traditional tobacco use. I later expanded on these and other lifestyle topics in my book ‘Lighten the load on your shoulders.’” – Dr. Fredrik Nyström, a medical doctor and professor at Linköping University.
“‘How Sweden Quit Smoking’ tells an excellent story! I think the documentary’s success could be as simple as people wanting to dive deep into fantastic facts that have never been properly explained before. It might come as a surprise that traditional policies in other countries really cannot match the Swedish Experience. Why? Look, and find out! I am proud to be a small part of this excellent documentary.” – Patrick Strömer, the Secretary General of the Association of Swedish Snus Manufacturers.
“The documentary’s 1.5 million reach is fantastic! It shows the power of Sweden’s story: how snus and nicotine pouches, alongside innovations and intelligent government regulations, helped us reach the WHO goal of less than 5 percent daily smokers years ahead of any other country. Thanks to We Are Innovation for sharing this success story which I’m proud of being part of. Let the documentary inspire the whole world!” – Bengt Wiberg, the inventor of the sting-free snus.
We Are Innovation sees the documentary’s global impact as a call to action for policymakers to revise their approaches towards the role of innovation in smoking cessation. Sweden’s case should be seen as genuinely inspiring and serve as an example. Presenting it through film can be the first step for worldwide change.
ENDS
ABOUT WE ARE INNOVATION
We Are Innovation is a dynamic network of individuals and institutions who fervently believe in the power of innovation to drive progress and solve the world’s most pressing problems. With a global presence encompassing over 45 think tanks, foundations, and NGOs, We Are Innovation represents the diverse voices of a global civil society committed to advancing human creativity, embracing new technologies, and promoting innovative solutions. Through our collaborative approach and cutting-edge expertise, we are spearheading transformative change on a global scale. To learn more about our work, visit us at https://weareinnovation.global/
