It was an absolute honor for The Current to be part of the Technovation Conference 2025 in Cape Town, standing among a powerful Pan-African audience of change-makers, innovators, and health advocates committed to one vision: creating a healthier, smoke-free Africa.
As communities across the U.S. and Europe continue to shift toward scientifically substantiated, smoke-free alternatives, Africa stands at a pivotal crossroads. The momentum is building but awareness, education, and access are key to ensuring that the continent doesn’t get left behind in a public health evolution that’s already improving lives globally.
This year’s conference, hosted by Philip Morris International (PMI) under the bold theme “Smoke-Free PMI” brought together science, technology, policy, and advocacy in one powerful space, sparking dialogue, challenging the status quo, and igniting a shared commitment to transform the African smoking landscape.
Innovation & Technology as Global Game-Changers:
The day opened with a keynote by Tommaso Di Giovanni, Vice President of Communications and Engagement at PMI, who reminded us that “innovation has the power to tackle global challenges but only when we allow it to.” In a world where skepticism often slows progress, Di Giovanni emphasized that embracing science-backed innovation can lead to smarter, more compassionate solutions to global health issues.
Collective Action for African Progress:
Branislav Bibic, PMI’s Area Vice President for Sub-Saharan Africa, delivered a powerful message: “Achieving a smoke-free Africa is not a solo effort it depends on collective action.” His keynote highlighted real-life examples of how collaboration between governments, communities, and companies can drive monumental shifts in public health when united by a shared goal.
Policy, Resistance & the Path Forward:
In her session, Andrea Gontkovicova, Vice President of Corporate Affairs for SSEA, CIS & MEA at PMI, explored the tension between progressive adoption and resistance. As some governments embrace harm reduction through regulation and education, others remain hesitant. But the data is clear, where safer alternatives are promoted, smoking rates drop, and public health improves.
Smart Health Regulations for Africa:
A key panel discussion moderated by broadcaster Oliver Dickson (SABC News) brought together Di Giovanni, Bibic, Gontkovicova, and Themba Mathebula (PMI’s Director of External Affairs, Southern Africa) to examine South Africa’s proposed Tobacco Products and Electronic Delivery Systems Control Bill. The conversation raised critical questions around democratic engagement, scientific integrity, and the importance of ensuring all stakeholders have a voice in shaping Africa’s health future.
Consumer Education & Smoke-Free Success:
Jonathan Kwak, Director of Smoke-Free Products in South Africa, shared the growing success of products like IQOS and ZYN: a clear signal that African consumers want alternatives. But he cautioned that without accurate, accessible information, many are left in the dark, unable to make empowered choices.
Science Speaks: Building Trust Through Research:
Scientific leaders Buhle Binta and Clement Diarga Basse took the stage to emphasize the mounting evidence supporting smoke-free alternatives. Despite strong data, misinformation remains a barrier to informed consumer decisions. Their session called for greater public awareness, scientific transparency, and cross-sector collaboration to build trust and improve lives.
Amplifying African Voices in Harm Reduction:
The final panel, moderated again by Oliver Dickson, featured voices like Yael Ossowski (Consumer Choice Center), Dr. Mercy Korir (Willow Health Media), and Dr. Esthras Tlou Moloko (Numolux Group). Together, they called for policies that not only protect but empower consumers, especially in African contexts where misinformation and stigma often overshadow science.
Immersive Experiences: From Myth-Busting to Innovation:
Beyond the panels, attendees explored a smoke-free products expo and a virtual-reality experience that tackled myths with facts. Live demos showcased the scientific foundations of harm-reduction products, giving participants a chance to interact with evidence-based innovation firsthand.
Closing Thoughts:
As Di Giovanni wrapped up the day’s events, his final words echoed across the room: “The future is obviously smoke-free but it starts with us.”
At The Current, we left the Technovation Conference not just inspired, but energized to continue amplifying African voices, promoting science-backed solutions, and pushing for inclusive innovation. Africa deserves better and together, we can create it.
🎧 Listen to the Voices from Technovation:
As part of our exclusive coverage, The Current also compiled a powerful audio report featuring voices from the conference including a special interview with Dr. Mercy Korir, and live clips from panel discussions and the exhibition floor.
Click the audio option on our site to hear the full package and experience the energy, insight, and urgency that filled the room in Cape Town.
Let the voices of innovation, advocacy, and African leadership speak for themselves.