WHO produced this video for World No Tobacco Day 2011, the theme of which is a public health treaty, the "WHO Framework Convention on Tobacco Control". messaggio studios developed the campaign concept 'Three ways to save lives' and from there created this PSA. The tobacco epidemic kills nearly 6 million people each year, of whom more than 5 million are users and ex‑users of tobacco and more than 600 000 are nonsmokers exposed to second-hand smoke. The WHO FCTC is the world's answer to the tobacco epidemic. Adopted by the World Health Assembly in May 2003 and entered into force less than two years later, it now has more than 170 Parties, making it one of the most rapidly embraced treaties in the history of the United Nations. World No Tobacco Day 2011 highlights the critical importance of ensuring full implementation of the WHO FCTC. Let's use it!