Russell Abrahams AKA “Yay Abe” Encourages Dialogue around Progress and Innovation

Cape Town-based illustrator and founder of the multidisciplinary illustration studio, Yay Abe revealed a ‘Progress through Art’ exhibition at the IQOS lounge, at the Investec Cape Town Art Fair which took place this past weekend. 

The Investec Cape Town Art Fair, the largest contemporary art show in Africa, is now in its tenth edition and was visited by more than 22,000 visitors.

The ‘Progress through Art’ live exhibition was brought to life by well-known artist Russell Abrahams, whose art is distinguished by his colourful and playful mural illustrative style that brightens the most mundane. The exhibition celebrated togetherness and invited exploration and dialogue around the opportunity that purposeful innovation, and scientific and technological progress present for individuals and communities.

Advances in science, technology and innovation enabled Philip Morris International (PMI) to develop IQOS and, in doing so, the ability to offer adult smokers scientifically substantiated smoke-free products that, while not risk-free, are a better choice than continued smoking. Today, there is a growing community of more than 20.3 million users of IQOS globally, of which approximately 14.5 million have switched completely to IQOS and stopped smoking.

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Acclaimed local illustrator, Russell Abrahams said: “I believe illustration should always evoke an emotion, it’s what makes people gravitate towards a good design. This piece I created drives a compelling narrative, I’ve created a pattern that holds a surprise and is illustrative of progress through art with an obscured view.”

Branislav Bibic, Managing Director at Philip Morris South Africa said: “Science, technology and innovation are the driving forces behind our transformation at Philip Morris South Africa and are essential to the development of our IQOS portfolio of smoke-free products. With more than 400 scientists and experts working on the development of the industry’s most advanced portfolio of smoke-free alternatives, we want to replace every cigarette for adult smokers who don’t quit with technologically and scientifically substantiated products that encourage them to leave cigarettes behind.”

The best choice a smoker can make is to quit tobacco and nicotine altogether. However, many don’t. Thanks to science and technology, smoke-free alternatives such as e-cigarettes and heated tobacco products, present an alternative for those adults who would otherwise continue to smoke. When scientifically substantiated and manufactured under appropriate quality and safety standards, these products—while not risk-free and delivering nicotine, which is addictive—can be a better choice than continued smoking.

Since 2008, PMI has invested USD 10.5 billion in the development, scientific substantiation, manufacturing, commercialisation, and continuous innovation of smoke-free products.

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Categories: Art