The Winners Write History: A Documentary on How Sweden Quit Smoking While Others Preached
Stockholm, Sweden (January 20, 2025) — We Are Innovation, a global network with over 45 partners in four continents, has made its documentary “How Sweden Quit Smoking” available to the general public on YouTube and social media platforms.
Directed by the award-winning director Tomasz Agencki, the documentary tells the story of how the Scandinavian country became an outstanding example of effective anti-smoking policies through a blend of tradition and innovation. Sweden shows a striking 4.5 percent smoking prevalence among citizens who have experienced Swedish tobacco policies throughout their lives—effectively reaching smoke-free status. In stark contrast, the European Union’s average is 24 percent.
“How Sweden Quit Smoking” has captivated audiences worldwide, with successful screenings in major European capitals, including London, Paris, Stockholm, Madrid, Vienna, Prague, and Warsaw. The documentary’s international reach extends from Turkey’s capital, Ankara, to vibrant cities across the Americas and Asia, including Brasilia, San José de Costa Rica, and Taipei.
Drawing from diverse expert perspectives, the documentary illuminates Sweden’s remarkable success in reducing smoking rates. This achievement stems from a supportive cultural landscape combined with what experts call the three “As” of success: the accessibility, acceptability, and affordability of innovative nicotine alternatives. The film features an extraordinary ensemble of voices, from pioneering inventors and medical authorities to cultural figures, including:
- Jean-Pierre Barda, a member of the pop group Army of Lovers
- Carissa Düring, the Director of Considerate Pouchers Sweden
- Prof. Curt Enzell, inventor of the portion snus (the film features the final public appearance)
- 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
- Dr. Anders Milton, a Specialist Physician and Former Chairman of the World Medical Association
- Dr. Fredrik Nyström, a medical doctor and professor at the Linköping University
- Patrick Strömer, the Secretary General of the Association of Swedish Snus Manufacturers
- Bengt Wiberg, the inventor of the sting-free snus
Federico N. Fernández, CEO of We Are Innovation and Executive Producer of the documentary, shares: “The international screening tour of ‘How Sweden Quit Smoking’ has ignited vital discussions about harm reduction and innovative policy approaches across three continents. While many nations struggle with traditional tobacco control measures, Sweden’s remarkable story shows how scientific evidence and pragmatic policies can revolutionize public health outcomes. The engagement we’ve seen from policymakers and health experts at our screenings signals a growing recognition that transformative change is possible.”
We Are Innovation hopes this full release raises greater awareness of Sweden’s success in reducing smoking rates and inspires people worldwide, from individuals trying to quit smoking to policymakers seeking practical solutions. “How Sweden Quit Smoking” shares a powerful story that could change how we approach public health and solve one of its biggest challenges.
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/
